If trends continue, schools may find that they may have to increase
their efforts to go to private sources to keep their schools running. Call it the NASCAR alternative, named for those autos that zoom around race tracks with numerous signs on them. Schools may look in a more muted fashion like the race cars.

Here are some possibilities:

· Schools may start branding themselves with names affixed such as the Cola-Kennedy high school of Cedar Rapids. Therefore, when the sports page has results, THE GAZETTE will be obligated to report the full name of the school. This becomes an advertisement for the cola company.
· Further, photos of the sports event may show players with their cola logo in the picture. University football teams now have a shoe company logo on their jerseys. Thus, the home viewer is subtly and continually reminded of the product.
· Location, location, location. If the school building is located near an airport the cola brand can be on top of the roof so that air passengers can see the ad. Schools will also benefit if they are on a busy street, so that traffic can see a commercial message under a second floor window or attached to the columns or cupola in the front.
· All sports including the arena, players, scoreboard, and related will have commercial messages.
· Textbook covers can carry a number of messages on the outside of the book and inside messages can be woven into the printed page.
· Computer pop-ups in educational package software can contain a number of products proposals.
· The interior hallways and classrooms could easily absorb retail
· messages.
· It may be that future schools will mimic suburban malls.
· Teachers could wear blazers of various colors. Each sport coat or similar apparel could contain both the school logo and a commercial message.
· Both teachers and students who drive in crowded traffic may receive funds to promote their school and a product by placing an advertisement on their cars.
· All electronic media in the school can become available to commercials.
· This also can apply to text messaging and other cell phone activity.
· All cafeterias could be outsourced to low (or lower fat) fast food restaurants, along with cola and candy machines throughout the building.
· Even the foreheads of some students can carry a printed message for up to a week. It is assumed that other messages can be interwoven into tattoos and jewelry that cling to a students tongue, nose, ear or other visible places on the body.
· School t-shirts, blouses, jackets and other clothing can have both the school name and product.

The advertising dollar is limited, but schools with the right location,
high discretionary income in and among students, and outstanding sports
teams will probably receive more of the advertising dollar than some rural and inner city schools. Bigger schools will probably do better than smaller schools.

A commercial message can start early in elementary grades and move
right up into graduate school.

Some will marvel at what the market can do and others will be sincerely
under whelmed by the idea. Revelations will occur when the school must
choose the message or the removal of the ad and loss of revenues.

It is a difficult question at times. Do you get what you pay for?
Alas, the saga could continue far into the future. Welcome back to the present.

Joel C. Snell
Professor Emeritus
Kirkwood College

Research Fellow
Arlington Institute

3105 Alleghany Dr. NE
Cedar Rapids, Iowa
52402-3315.

319-366-0063