University of Idaho - Gem of the Mountains Yearbook (Moscow, ID)

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A Textbook Case With the skyrocketing cost of obtaining textbooks, students used credit cards to make bookstore purchases. (Morgan) Sporting Propositions Credit card companies began a new push for the college market, offering spe- cial student deals to entice them into the credit world. John Fritz found his new bankcard useful in many areas of pur- chasing, from sporting goods to gaso- line. (Hayes) 16 Credit Eating Up Credit The local Modern Way Thrift store offered Moscow residents the con- venience of buying their groceries now and paying for them later — with in- terest. Bankcards could be utilized to bring home the bacon or procure the produce. (Hayes)

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Fired-Up Crowd Students sat in the pre-dusk gloom to light a fire for the Vandal football team. The bonfire featured skits by living groups and the naming of the Homecom- ing Queen. (Hayes) Uptown Fashions Homecoming’s newest addition was the Uptown Celebration. The event featured dancing and music by the Rockafellers and Fourplay. The celebration began with a fashion show by the Prichard Gallery, featuring student modeis like Mary Heffner. (Snyder) Stokin’ Joe Joe Vandal played host at the Homecom- ing bonfire to what was, according to Mary Kay McFadden, the largest au- dience in many years to witness the naming of the Homecoming Queen. (Hayes) Homecoming Queen: Terryl Sharples, Alpha Gamma Delta Parade Grand Marshall: Jim Lyle, first full-time, UI Alumni Director Float Winner: Beta Theta Pi, Gamma Phi Beta, Theta Chi Poster Winner: Phi Gamma Delta Game Attendance: 12,500 Homecoming 15

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iving Credit Where Credit is Due Early man survived the Stone and Bronze Ages; people of medieval times lived in the Age of Iron. Modern man lives in the Age of Plastic.’’ Tiny polystyrene cards, no larg- er than an ace of spades, have be- come important factors in student lives. Why pay now when you can pay later? Credit cards used to be the do- main of the upper class or solidly established consumer. Now, with the help of strategic targeting by issuing companies, a whole new group has opened its financial eyes to the wonders of credit. Jim Bland, vice president of marketing for American Express, said his company has been active- ly persuing the student market. American Express was the first major card company to specifical- ly offer the ability to charge to stu- dents, and we've been doing so for quite a few years,”’ he said. ‘Students are the most likely group to have high income in the future and therefore use credit,’’ said Bland. ‘‘We’ve also found college-age students to be good credit risks, since they obtain the We are very actively pursuing the college student market Jim Bland—American Express It's a good idea as long as students under- stand the risks. Amy Scholes It’s nice for us to be able to get them and show that students are responsible. cards to build a good record.” Other companies have seen the college market as an extension of their usual card-using population. ‘ We have not been specifically going after the college student as a credit card user,’’ said Guy Eberhart, marketing vice president for Sears. ‘‘We’ve been pursuing increased consumer awareness across the board.”’ Eberhart also stressed the im- portance of students as first-time card carriers. ““Many times students have never had a credit card, which makes kind of a catch-22 when trying to get credit. The best way to get a credit card, we think, is through a retail store, and Sears is trying to offer this possibility to all consumers,’’ he said. Students said they like having the ability to say ‘‘charge-it,’’ but realize the dangers of uncontrolled credit. “It’s a good idea to build up a good credit history now, while you’ re still in school,’’ said Amy Scholes. ‘‘When you get out into the ‘real world,’ you're already es- tablished credit-wise,”’ Now all Students can qualify... But students understand the risk involved if they get in over their heads, she said, So how can students get credit cards, when they don’t have a regular income or previous finan- cial history? Meredith Naples, of the College Credit Card Corporation, recom- mends several plans of attack. “Obtain an extra card as part of an existing account of your par- ent’s or, even better, get a card through a co-signer, such as what American Express uses. Also, many card companies are making special arrangements for college students to obtain cards, so check their displays,’ he said. Jeffrey Shepard, a student bankcard holder, says the credi tors and users benifit from the availablity of cards. “ There’s a big market for the companies with students,’’ he said. It could be a big risk on their part, but they seem to be will- ing to take it for the possible big returns. Students just have to be careful not to overdo it and try to pay off ‘maxxed’ out cards with student loans.’ — because we believe in you. Right on Target When card companies decided to pursue the student market, they brought out fast-paced, graphically designed dis- plays to advertise the availabily and ease of obtaining credit. (Wendt) Credit i