"Hoping the Price is Right" (Inside Higher Ed, 03/02/09)

Bryce Jessup is looking to keep the family business going during hard times, and it’s fair to say he’s operating on faith these days. Jessup, whose father founded William Jessup University 70 years ago, is banking on the possibility that a recent decision to cut tuition rates will help keep the Christian college afloat, and perhaps even grow enrollment during an economic downturn.