Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-10-28
BUSINESS CAREERS
ATTRACT STUDENTS
College Registrations Reveal
an Increasing Interest
In Trade Courses.
BY LOUIS Il. VAN NORMAN.

An increasing turn toward business
careers on the part of college students,
both young men and young women, is
noticeable in the registration at schools
throughout the country. A survey of
registration made by the National Edu-
cational authorities shows a very notice
able turn toward courses In business
since the depression began. There is
increased interest shown in vocational
courses, which train the student for a
job.
This trend to business careers is &C
companied by marked decrease in the
number Of students registering for the
sciences, the strictly cultural arts.
theology and other highly specialized
studies. At the same time, educational
courses IN universities seem to be at
tracing more students. and teachers
colleges are filling up rapidly.
Higher Living Standard.
This tendency is important to business
in other ways, notably from the con-
sumner angle. A direct relationship be-
tween nteracy and purchasing power has
been traced by the United States Com
missioner Of Education. He points out
that States which rank highest in
education also take the lead in per
capita wealth and show greater per
capita purchasing power This, he be-
neves, Is tn direct outcome of a better
understanding between college men and
women and business, as well as the re-
suit Of a higher standard of living.
Indeed. this higher standard of living
and increase in economic wants is re-
necteo in the per capita purchases
through retail stores as shown by De-
pa-tment OF Commerce figures Naturally.
IN these purchases. books newspapers
and other periodicals enjoy a much
greater demand among people Of higher
education
Following out this idea and in an
endeavor to capitalize this ever broad
ening flow % college students into bust
ness. several large department stores
in Western cities are reported BY De-
partment OF Commerce trade investi-
gators to have established college
boards" These boards give helm ard
advice to students who are planning 10
enter business. They advise students,
particularly young women. with re-
gard to their wardrobe and general
equipment. With this end in view, these
boards begin TO cultivate the future
CO-SG NGl4S Sile Is SIlll 8 senior II
high school. The manager Of one OF
these department stores put It this
way: Bring UP a customer in the way
she should 60 and. when she grows
older, she viii not depart from you
Business Methods Taught
Beginning with the girls last year In
high school, she Is advised by repre-
sentative OF the store. who is usually
one Of her fellow students. with regard
TO business methods. This representa-
tive also keeps the store in active con-
tact with conditions in the school and
aids in building up valuable goodwill
at q time when the customer is most
receptive. Advertising campaigns fol-
low and, when the Young woman enters
college, she is a well informed customer
Another store is reported to have
/ followed this matter into the colleges
! and appointed style advisers 10 hel-
| In selecting the sort OF apparel that is
most appropriate and popular. Through
advertisements, the college students are
informed as to the merchandise most
suited 70 their needs. Local ideas and
preferences are carefully observed.
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