Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: THURSDAY, April 12, 1990                   TAG: 9004120171
SECTION: VIRGINIA                    PAGE: B1   EDITION: METRO 
SOURCE: THOMAS BOYER LANDMARK NEWS SERVICE
DATELINE:                                 LENGTH: Medium

HIGH SCHOOL SENIORS DYING TO GET INTO THE

Because of a 16 percent decline in applications, W&M may be accepting some students who would have just missed the cut in years past.

"It may be we go a little deeper into our pool," said Dean of Admissions Jean A. Scott, who sent acceptance letters last week.

But Scott said she's not worried about a slide in academic standards. Perennially one of the most selective public colleges in the country, William and Mary still received 7,800 applications for a freshman class of 1,250.

"What may happen is that this year we get to take the [type of] people we really wished we had been able to take the last couple of years," she said.

With a nearly 4,000-student drop in Virginia high school graduates projected this spring - the largest decrease in a decade - many of the state's colleges and universities are seeing sizable drops in applications.

While no one is predicting a significant decline in the quality of the freshman class, most admissions directors say the psychology of the hunt for college has changed. High school seniors seem less worried about getting into a favorite school, while many colleges are stepping up their marketing efforts to fill their classes.

"The kids are realizing they are in a buyer's market," said Richard B. Parrent, admissions director at Old Dominion University, where applications are running behind last year's pace. Parrent plans to recruit students aggressively through the summer with small parties around the state.

"We've got fewer kids out there," said Karen T. Bishop, associate director of admissions at Virginia Tech in Blacksburg. This year the school printed a glossy, full-color brochure to send to prospects.

The University of Virginia seems to be an exception. Admissions Dean John A. Blackburn says applications are down 5 percent from two years ago, but he doesn't want borderline applicants to get their hopes up.

Alan L. Cerveny, admissions director at James Madison University in Harrisonburg, agreed that there are more uncertainties for colleges because `'students may have more options than in previous years."

Blackburn said more Virginia students might stay close to home rather than spend close to $20,000 a year for an Ivy League education, making UVa, in Charlottesville, as competitive as ever. Others dispute that, contending that sharp tuition increases at many Virginia schools could send more students outside the state.

Nevertheless, the competition for students is heating up. The number of graduates is down more then 450 at two Fairfax County high schools, Lake Braddock and Robinson, both of which are big feeder schools for Virginia Tech and George Mason University at Fairfax.

Virginia Tech earlier this year sent 200 people to Northern Virginia for a huge college "expo," a reception to introduce prospective students to alumni, professors and administrators. Similar receptions may be planned in Richmond and Hampton Roads this fall.

But this trend won't last. In two years, the number of high school graduates is expected to begin rising, and by the end of the decade should again be breaking records. But for at least the next few years, many students may sweat less, while admissions directors worry more. And some say that's healthy.