In 2010, I recommended that our clients buck the tide of six percent year-on-year tuition increases. Instead of raising tuition and fees, or even holding the line, I suggested that they reduce the cost of attending, and that they seek the net revenue numbers they desired though increased margins brought about by increased retention, better content management and delivery systems, and launching new and needed programs while phasing out legacy programs for which there was no longer any demand.

The only change I am making in today's recommendation is to elevate the importance of this goal.