IN the seven years since he quit his job as a college counselor at a private high school in Portland, Ore., Lloyd Thacker has become something of a folk hero in admissions circles. In standing-room-only gatherings in high school auditoriums, he has implored families to take back the college admissions process from those entities that, he says, do not always act in their best interests — whether a magazine seeking to drum up sales for its rankings issue or a college trying to boost applications.
Among his prime targets has been the College Board, the sprawling, nonprofit organization that oversees the SAT and Advanced Placement program.
In the introduction to “College Unranked: Ending the College Admissions Frenzy,” a collection of essays he edited that was published in 2005, Mr. Thacker lamented the “corporatization” of the board and suggested that its efforts to “compete with other purveyors of college prep services and materials” — referring, in part, to a failed attempt at a for-profit Web site — raised questions about its credibility.
But that was then.
Last spring, Mr. Thacker announced that he and the organization he founded to promote his ideals, the Education Conservancy, were going into partnership with the College Board. Their joint venture: a Web site, free to users, that would provide all manner of advice and perspective on the admissions process.