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Throughout the sixties, NYU changes its image to become a more prestigious institution. The NYU administration took to restructuring the entire university including the implementation of more selective admission policies. In the mid 1960s, with these new standards, NYU's admission rate, and therefore tuition income, had declined. In response, tuition was increased.

In December of 1965, while relaxing over their winter recess, 30,000 NYU graduate and undergraduate students receive letters announcing the University's first flat-rate tuition hike for full-time students. President James Hester explains that "increased quality in our academic programs has brought increases in our operating expenses."

Front Page of the Washington Square Journal, 12/65. NYU Archives Collection.