As school budgets stretch to meet ever-increasing demands, more administrators are exploring web-based sponsorships, advertising, and other alternative funding sources to pay for school communications.

While I clearly understand the financial crunch driving this trend, I'm deeply concerned that we're sacrificing too much for too little.

In the story that appears on page 12 of this issue, for example, Rhode Island's East Greenwich Public Schools announced that it has cut a deal with a technology firm to upgrade its web site.

The...

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