1440 Explores – The Real Price of College
Episode Date: March 12, 2026
Host: Soni Tassam | Guest: Dr. Sandy Baum, Economist & Senior Fellow at the Urban Institute
Overview
In this episode of "1440 Explores," host Soni Tassam sits down with economist Dr. Sandy Baum to untangle the complex realities behind the soaring sticker prices of college in America. The discussion illuminates why the price tag for a year at elite U.S. colleges can rival the cost of a luxury car, reveals the hidden mechanics behind financial aid and student loans, and explores who really bears the brunt of college debt. The episode provides a nuanced, data-driven perspective on what families actually pay—and whom the system really benefits or burdens.
Key Discussion Points and Insights
The Historical Arc: How College Became Mainstream
- College was originally exclusive, designed for the elite and primarily for ministerial training.
- Dr. Sandy Baum:
"Originally, college going way back, was basically preparing people for the ministry. College for a long time was the territory of the elite." (02:29)
- Dr. Sandy Baum:
- Post-WWII, the GI Bill massively expanded access, making college attainable for millions, not just the wealthy or well-connected.
- Soni Tassam:
"By the late 1940s, over 2 million veterans had enrolled in college using the GI Bill...For the first time in American history, higher education was more mainstream." (03:26)
- Soni Tassam:
- President Johnson's Higher Education Act (1965) broadened access further with guaranteed student loans, prompting a surge in enrollment—from 1.5 million to over 19 million students in five decades.
- Dr. Sandy Baum:
"Since the 1970s, the federal government and state governments have participated in providing financial aid to people who can't afford to go. One of the things that they developed was grant aid, but they also provided loans." (04:03)
- Dr. Sandy Baum:
Why the Sticker Price Is So High—and So Misleading
- Public vs. Private:
- Public universities (like University of Illinois) get state funding, reducing what students pay. (06:15)
- Private institutions (like Northwestern) depend on tuition and large endowments, resulting in much higher sticker prices ($90,000+ with all costs included). (07:11)
- Sticker prices are ballooned by several structural factors—not just fancy amenities:
- Universities are labor-intensive, with teaching that can’t be automated and wage growth tied to the broader economy.
- Campuses now offer far more services: mental health care, tech security, compliance, etc.
- Healthcare and benefits costs for faculty/staff have risen steeply.
- State funding for public colleges has often declined, pushing more cost onto students. (07:11–09:30)
- Soni Tassam:
"Tuition didn't rise just because colleges suddenly got luxurious. It rose because they were trying to cover rising labor and health costs, and in many cases, replace shrinking state support." (09:30)
- Average college sticker prices (2000–2025):
- Public universities: +180% (adjusted for inflation)
- Private universities: +120% (adjusted for inflation)
(09:30)
The Reality: Hardly Anyone Pays Full Price
- The sticker price is mostly a marketing tool and a signal of prestige. Most students pay much less.
- Dr. Sandy Baum:
"Most students don't pay the full sticker price...They're getting a discount." (11:08)
- Dr. Sandy Baum:
- “Net price” = Tuition/fees after grants, scholarships, institutional aid:
- At private colleges, the average student pays about one-third of the sticker price.
- At public universities, less than half.
- Since the early 1990s, net price has risen far more slowly than the sticker price due to growth in aid. (11:28)
- Soni Tassam:
"The average net price slopes upward far more gently and barely moves at all. For the lowest income students...the real price most families pay didn't." (11:28)
- Financial aid is deeply confusing and often underutilized; many families don’t realize how much support is available.
- Dr. Sandy Baum:
"People don't understand about financial aid...they don't understand how much help there is out there for them to go to college. And sometimes people don't even bother to apply." (12:35)
- Dr. Sandy Baum:
- Pell Grants, state aid, and institutional scholarships support millions, but less than 25% of private college students pay the full sticker price.
Who Actually Struggles with Student Debt?
- High student loan balances (often $100,000+) are typically owed by those who went to graduate or professional school—lawyers, doctors, MBAs—who generally have higher earning power. (14:32)
- Dr. Sandy Baum:
"The vast majority of the high debts are held by people who make a lot of money." (14:32)
- Dr. Sandy Baum:
- The real hardship is among those with smaller debts (often <$10,000) who didn't finish their degrees. They face high default rates and limited economic mobility.
- Dr. Sandy Baum:
"The people who struggle the most to repay their student loans are actually people who borrowed small amounts. They're people who went to college and didn't complete a credential." (15:11)
- Default rates among dropouts are almost four times higher than for graduates. (16:07)
- Dr. Sandy Baum:
Global Models vs. The American System
- Why not make college “free,” as in Europe?
- In countries with free college, higher education is more selective and fewer people attend; there's usually far less campus life, and high taxes fund the system.
- Dr. Sandy Baum:
"In the places where it's free, one, people are more willing to pay taxes, and two, in general, fewer people go to college...You just live at home while you're in college...But we really believe in this sort of norm of, you know, you're going to leave home when you're 18, you're going to go off to college and it's going to be this whole life experience. And it is. That's a really important experience. It costs money." (17:29–18:16)
- Dr. Sandy Baum:
- The American focus is on broad access, campus independence, and mass scale—tradeoffs that explain higher costs.
- In countries with free college, higher education is more selective and fewer people attend; there's usually far less campus life, and high taxes fund the system.
Why Sticker Prices Remain So High and Opaque
- Sticker prices serve as signals of prestige and allow pricing flexibility to colleges; the price is a starting point for “negotiation” rather than a real cost.
- Soni Tassam:
"If they published one number like an average cost, they'd risk turning off full pay families. They'd invite scrutiny. So instead, the higher price anchors expectations, and colleges swoop in later with aid that feels like a deal." (18:16)
- Colleges want flexibility to recruit, discount, and “shape” their incoming classes.
- Soni Tassam:
Notable Quotes & Memorable Moments
- Dr. Sandy Baum on the psychological effect of college sticker shock:
"People think college is more expensive than it actually is. Every time they do a survey, they find that out." (10:44)
- Soni Tassam on the paradox of student debt:
"The paradox is this. The people who owe the most often have the tools to pay it back, and the people who owe the least are the ones most likely to drown." (16:07)
- Dr. Sandy Baum reminding listeners of hidden hardships:
"There are people who are really struggling with student debt. For some former students, student debt is a crisis. So you never want to say there's no problem." (16:46)
- Dr. Sandy Baum on cultural differences:
"We really believe in this sort of norm of, you know, you're going to leave home when you're 18... that's a really important experience. It costs money." (17:29)
Timestamps for Key Segments
- 02:29 – Sandy Baum explains college’s origins as an elite institution
- 03:16 – How the GI Bill democratized access to higher education
- 04:03 – Expansion of federal student aid under President Johnson
- 06:15 – Comparing public and private college financial models
- 07:11 – What drives rising costs at elite colleges (beyond amenities)
- 11:08 – Explaining net price vs. sticker price and common misconceptions
- 12:35 – The complexities of financial aid and barriers to access
- 14:32 – Who really holds the highest student debt
- 15:11 – The "crisis" is among dropouts with small debts, not high earners
- 17:29 – Why “free college” in Europe isn’t as free—or accessible—as it seems
- 18:16 – Why sticker prices remain high and opaque
Closing Summary
The episode unmasks college sticker prices as misunderstood signals in a system designed for flexibility, prestige, and mass access. Most students don’t pay the advertised "$90,000"—net costs are far lower for the majority thanks to a complex latticework of state, federal, and institutional aid. The true student debt crisis centers on those with the smallest loans and no degree, not the highest earners. Meanwhile, America’s distinctive higher ed culture—broad access, campus living, and independence at 18—comes with unique costs and confusing price structures. As Soni Tassam concludes:
"College looks like a luxury item, but it's priced like a discount flight. Unpredictable and designed to feel different for everyone. And once you see that, it's hard not to wonder who does the system work for and who does it leave behind?" (19:47)
Guest:
Dr. Sandy Baum, Urban Institute
Host:
Soni Tassam
Production:
Rhyme Media for 1440 Media
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