Campus Coverage

The death of newspapers has been greatly exaggerated. Well, for college newspapers, anyway. A recent study by marketing firm Alloy Media + Marketing found that 82 percent of college students had read their campus newspaper in the past three months--almost double the rate of most metro dailies, and often at a fraction of the cost.

Raju Rishi, 42, and Ghen Saito, 38, use college newspaper advertising as part of a two-pronged marketing approach for their New York City wireless communications company, Rave Wireless. The company, which provides mobile safety products such as wireless tracking to ensure students arrive safely at their intended destinations, purchases newspaper advertising to encourage students to use its service at participating campuses. Rishi says college newspaper advertising also allows them to "let students know this exists and that their school doesn't have it so they'll encourage the school to enroll."