In 1978 Willis J. Stetson, known as Lee, became the dean of admissions at the University of Pennsylvania. The new job was quite a challenge. Penn at the time was in a weak position. In an era when big-city crime rates were still rising, its location in West Philadelphia was a handicap. Its promotional efforts took pains to point out that despite its name, the University of Pennsylvania was a private university and a member of the Ivy League, like Yale and Harvard, not of a state system, like the University of Texas. But within the Ivy League, Penn had acquired the role of backup or safety school for many applicants. “I would estimate that in the 1970s maybe forty percent of the students considered Penn their first choice,” Stetson told me recently. For the rest, Penn was the place that had said yes when their first choice had said no.
Stetson’s job, and that of the Penn administration in general, was to make the school so much more attractive that students with a range of options would happily choose to enroll. Through the next decade the campaign to make Penn more desirable was a success. As urban life became safer and more alluring, Penn’s location, like Columbia’s, became an asset rather than a problem. Stetson and his staff traveled widely to introduce the school to potential applicants. When Stetson first visited the Harvard School, a private school for boys in California’s San Fernando Valley, he found that few students had even heard of Penn. The school is now coed and known as Harvard-Westlake, and of the 261 seniors who graduated last June, more than a quarter applied to Penn. The Lawrenceville School, in New Jersey, and Phillips Exeter Academy, in New Hampshire, have in recent years sent more students to Penn than to any other college. Colleges may complain bitterly about rankings of their relative quality, especially the “America’s Best Colleges” list that U.S. News & World Report publishes every fall, but a college is quick to cite its ranking as a sign of improvement when its position rises. When U.S. News published its first list of best colleges, in 1983, Penn was not even ranked among national universities. Last year it was tied with Stanford for No. 6–ahead of Dartmouth, Columbia, Cornell, and Brown in the Ivy League, and of Duke and the University of Chicago.