CHICAGO (AP) — Attendance is booming at college fairs nationwide despite the recession — perhaps even because of it.

A dropoff in turnout might logically be expected at these free, trade show-like gatherings, where recruiters and admissions counselors from hundreds of colleges distribute brochures and pitch their schools to high school students and parents. After all, the economic crunch has seemingly put more colleges financially out of reach.

But the interest level among prospective students appears higher than ever.

Attendance is up 20 to 25 percent this academic year at the 50 national college fairs sponsored by the National Association for College Admission Counseling, expected to total 850,000 students by the time the spring season ends in mid-May. Smaller fairs sponsored by regional, local and other groups also have been busy.

"In tough economic times, many people see college as more important than ever in terms of advancing their lives," said Bill McClintick, president of the admission counselors group.

The more pressing need for financial aid, too, is a huge factor. Big fairs typically offer sessions on how to best obtain aid and athletic and academic scholarships, in addition to the chance to grill college representatives about such opportunities.

Higher attendance aside, the economy has taken a toll on the fairs. About 3 percent fewer colleges are turning up at NACAC's fairs than a year ago. That may not seem like a significant decline, but those missing often are the state schools and community colleges whose lower costs can be critical in these times.

A dozen or so "CANCELLED" signs at empty tables didn't seem to faze the crowd at a packed fair recently in the affluent Chicago suburb of Northbrook, Ill.

"I think it's cool that you can put a face with a college," said Kevin Daliva, a junior at Glenbrook South High School, surveying the throngs around tables representing more than 200 colleges and universities. "And you can ask questions. You're not just listening to statistics that are from a brochure."

The college reps are not current students but rather admissions staff and some recent alumni, which some might consider a shortcoming.
Ken Fixler, 49, has been to college fairs with all three of his children and said they don't substitute for campus visits. He still finds them worthwhile for the personal contacts and for exposing kids to schools they wouldn't otherwise consider. "If you just make one or two introductions, it's worth your while," said Fixler, of Riverwoods, Ill., while making the rounds with daughter Danielle.

Presentations about financial aid are increasingly popular, since finding sufficient aid can be a make-or-break difference in terms of affording a chosen college.

The average list price of tuition and fees for the current academic year is $25,142 at private colleges and $6,585 for in-state students at four-year public universities, with some costing far more. Grants and tax breaks lower the average out-of-pocket expenses to about $14,900 and $2,900 respectively, according to the College Board.

Colleges generally find the investment in fairs to be worth the cost and effort.

"This gets us on the kids' radar," said David Zutautus, assistant director of student recruitment at the University of Toronto. "And fairs give access to parents, where school visits do not."

If it's the parents who are making the final decision on a college choice, winning them over can be key.

Here are 6 reasons for high school students and their parents to seek out college fairs:

1. Personal Contact. Fairs enable direct contact with representatives from hundreds of colleges and universities in one place. They're an opportunity to talk to people instead of surfing the Internet for information.

2. Forced Focus. College fairs force students to sharpen their focus on college options and start making some decisions.

3. Aid Information. Many fairs have separate presentations on financial aid options and how to obtain the most financial assistance. Colleges also cater to this issue, with many handing out separate pamphlets on their own options.

4. Free Advice. National fairs sponsored by NACAC, the biggest fair sponsor, have counseling centers where students can get guidance on, for example, which schools in attendance have good engineering programs. They also have resource centers for those seeking information about testing, financial aid resources, student loans and state scholarship information.

5. Budget Savings. Driving to a nearby fair is a lot cheaper than visiting a bunch of colleges your child may or may not attend. While there's nothing like setting foot on a campus to get a feel for it, fairs can help parents' travel budgets by whittling the list of schools their child is really interested in.

6. Extra Credit. If a student attends a college fair and signs up for a mailing list or otherwise is recorded as having inquired about a school, it goes down as "demonstrated interest," which could help chances of acceptance. Admissions officers try to assess how interested students are before deciding whether to admit them, seeking the highest possible odds that accepted students will attend.

The essential information about college fairs:

What They Are: Large, free gatherings of college admissions representatives who sit in convention halls, dispensing information and answering questions. Students and their parents go through aisle by aisle like at a supermarket, stopping at the booths of colleges that interest them. They're able to pick up brochures or talk with the recruiters about course offerings, admission and financial aid requirements, college life and other information pertinent to the selection process.

Who Should Attend: The shows generally target high school students who will be heading to college or the military within the next year or two; although college counselors encourage students to attend as early as middle school to investigate the college admission process.

Why They Are Necessary: Despite the glut of information available on college Web sites and elsewhere on the Internet, fairs offer a chance to talk to people in the know and get a more personal and in-depth feel for a school short of visiting it. They also may expose a student to schools he or she may not have considered.

When They Occur: National college fairs, the biggest in terms of exhibitors and attendees, are held in the spring and fall. The National Association for College Admission Counseling (www.nacacnet.org) also holds performing and visual arts college fairs in the fall. The National Scholarship Service (www.nationalscholarshipservice.com) and National Hispanic College Fairs (www.collegefair.info) also hold fairs. Regional associations and various other organizations also hold events that may draw hundreds of schools.

Where To Get More Info: Check with your local high school's guidance office for specifics. See NACAC's National College Fair FAQs for more information at http://www.nacacnet.org/EventsTraining/CollegeFairs/ncf/Pages/FAQs.aspx.

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