Newsreel

A periodic compilation of references to Ithaca College in the nation's media.

Tonight at the stroke of midnight, it will only require turning off eight 300-watt bulbs to shuffle from 1998 to 1999 on Ithaca College’s twin towers. "This year is particularly easy," said Bruce Hatch, director of the college’s physical plant, whose staff creates, then changes, the annual New Year’s Eve numerical display on IC’s twin towers, lights visible to thousands of people from several miles away. Ithacans each year brave the bitter cold, or occasional drenching rain, huddling in their cars at the side of Route 13 or crowding the flats and hills to see what has been an unbroken tradition for nearly 30 years.

The idea of most marketing is to make sure that whatever the context, your brand is noticed and recognized. That’s why placement [in a movie] can do so well. "People want to get lost in a movie, and researchers have found that audiences will stay if it seems natural and not contrived," says Jim Karrh, [formerly] assistant communications professor at Ithaca College in Ithaca, N.Y. "So they like seeing brand-name products in movies. It gives them a connection to the characters."

A growing number of universities are opening retirement communities at or near their campuses, including Iowa State, Penn State, Stanford, the University of Virginia, and Ithaca College. Retirees are drawn by their emotional ties to their alma maters, as well as by the cultural resources and intellectual growth. Many schools then use the communities as living laboratories for their gerontology programs.