"Between the early 1990s and 2007, average tuition discounts for first-time freshmen grew from 27 percent to 39 percent, according to the National Association of College and University Business Officers," Inside Higher Ed reports. "While there's no survey data available for 2009, many college presidents say they offered even larger discounts this year -- convinced that it was necessary to double down at a time when affordability was such a concern for families. Increased discounting may have looked like an appealing strategy this year, but trustees at Marymount Manhattan College resisted. The college slowed its tuition increases, and also held down its discounting to an average of 21 percent -- about half the rate of the 2007 NACUBO average."