Today's high school juniors and seniors still get phone calls and piles of brochures in the mail from colleges and universities across the country, but social media and technology are changing the recruiting game.

At the Milwaukee National College Fair on Sunday, quick bar code scans allowed admissions counselors from 272 schools to instantly acquire the email and snail mail addresses for any of the 5,000 high school students who stopped by their booths.

The students obtained their bar codes by signing up online for the fair, and they gave them out selectively but freely Sunday at the Wisconsin Center. Schools increasingly...

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