ABSTRACT
Presidents Seth Low of Columbia and Francis L. Patton of Princeton have been neglected figures, but this chapter reveals how each advanced his institution by mastering the modern art of publicity. It shows how presidents Patton of Princeton 1888–1902 and Low of Columbia used the popular press during the 1890s to bolster the public images of their institutions. Patton's and Low's appearances in the press strongly suggest that both men perceived the symbolic importance of the office to the reputation of the college; in the public forum, the president was the institution's face and voice. Patton and Low channeled much of their publicity effort into three topics of the time that captured the interest of the public and the mass media—large-scale philanthropy for higher education; intercollegiate sports; and the popular demand for professional and technical education. The chapter addresses these three topics.
