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Campus Advertising Reaches 16.6M College Students

Six million students attend traditional four-year colleges and universities full-time. The rest of the 16.6 million youths who attend college are in community colleges, are in graduate programs, or are attending part-time - yet 90 percent of dollars are spent to reach those 6 million four-year students, according to Mr. Youth.

In time for back-to-school, Media Life looked at a number of programs that offer advertisers the ability to reach college students - typically a challenging demographic as they tend not to be big consumers of big media like TV - in a variety of settings.

Programs include out-of-home video networks, sponsorships of events and fairs, viral and guerrilla marketing, college newspapers and sampling opportunities.

Companies covered include Alloy Media + Marketing, Mr. Youth, Y2M, and others.

An NRF survey conducted by BIGresearch indicates that, though overall back-to-school spending will grow this year, back-to-college spending will not. College students are expected to spend, on average, just under $600 this year, down 7 percent from 2007.