The Wall Street Journal published an expose of the College Board’s practice of selling student data, which is illegal in some states. The colleges buy the names and addresses of students, encourage them to apply, then reject them so they can claim they are “exclusive.” It looks good on the US News phony ratings when colleges have a low acceptance rate.

For 47 cents, the College Board will sell an individual’s information, feeding admissions frenzy

Jori Johnson took the practice SAT test as a high-school student outside Chicago. Brochures later arrived from Vanderbilt, Stanford, Northwestern and the University of Chicago.

The universities’ solicitations piqued her interest, and she eventually applied. A few months later, she was rejected by those and three other schools that had sought her application, she said. The high-school valedictorian’s test scores, while strong by most standards, were well below those of most students admitted to the several schools that had contacted her.

“A lot of the rejections came on the same day,” said Ms. Johnson, a 21-year-old senior film major at New York University, one of three schools that accepted her out of 10 applications. “I just stared at my computer and cried.”

The recruitment pitches didn’t help Ms. Johnson, but they did benefit the universities that sent them. Colleges rise in national rankings and reputation when they show data suggesting they are more selective. They can do that by rejecting more applicants, whether or not those candidates ever stood a chance. Some applicants, in effect, become unknowing pawns.

Feeding this dynamic is the College Board, the New York nonprofit that owns the SAT, a test designed to level the college-admissions playing field.

The board is using the SAT as the foundation for another business: selling test-takers’ names and personal information to universities.

That has helped schools inflate their applicant pools and rejection rates. Those rejection rates have amplified the perception of exclusivity that colleges are eager to reinforce, pushing students to invest more time and money in preparing for and retaking exams College Board sells. Colleges say the data helps them reach a diverse pool of students they might have otherwise missed.

“The top 10% of universities don’t need to do this. They are buying some students’ names who don’t have a great chance of getting in,” said Terry Cowdrey, an enrollment consultant for universities and Vanderbilt University’s acting dean of undergraduate admission in 1996 and 1997. “Then the kids say, ‘well why did you recruit me if you weren’t going to let me in?’ They do it to increase the number of applications; you’ve got to keep getting your denominator up for your admit rate.