This study investigated the attitudes of college administrators in the Southeast toward different types of publications when an academician is considered for promotion. An instrument was designed around 10 selected avenues of publication including nationally, regionally, and institutionally refereed journals, national and regional magazines read by the general public, books published by a commercial firm, books published by the author through a vantage press, and conferences related to the professor's discipline. Administrators at colleges and universities randomly selected from Lovejoy's College Guide were asked to respond to each of the 10 items on the basis of a bipolar adjective--significant to insignificant. Results were rank ordered and an analysis of variance was run on three demographic items (enrollment, highest degree offered, and support) and the 10 selected avenues of publication. When demographic data were disregarded, college administrators ranked a nationally refereed journal directly related to the professor's discipline as being the most significant publication when the promotion of an individual is being considered. (Author/CWM)