For those who don’t know much about University of Phoenix marketing, if you haven’t run across a banner or pop-up, let me bring you up to speed. Organization’s like UOP are cost per lead shops; advertising has only as much value to the company as can be assigned each individual new prospect on a volume basis. For example, if we do 20,000 blow-in inserts in a market that costs us $10,000 and see a return on that of 50 new leads, our cost per lead is $200. If we do a direct mail drop to 75,000 that costs us $30,000 and we see 200 leads, our cost per lead is $150. Internet? I’ll spare you the volume, but shooting for a cost per lead between $45 and $80 is pretty darned good. These are all just broad strokes examples.