College billboards capture captive highway viewers

ST. LOUIS (AP) - Interstate travelers in search of food, fun or gas routinely turn to highway billboards to determine their next rest stop.

In Missouri, a bevy of institutions of higher learning hope those highway ramblers also pay attention to their oversized suggestions on where to send the kids to college.

Schools from massive Mizzou to highly-selective Westminster College to trade schools galore are blanketing Missouri interstates with billboard ads.

College marketers and billboard owners call the old-school advertising efforts vital as institutions face increased enrollment pressures amid a drop in the college-age population.

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