Back in the 1990s, when Bill Clinton was president and the internet was still a novelty, college recruitment was remarkably low-tech. Most prospective students visited high school guidance offices, wrote away for information about schools, attended college fairs, and visited campuses they were considering. Most admissions and recruiting activities were paper-based; student requests came in on letterhead and colleges replied with printed catalogs that cost a bundle to produce and mail. This article describes how the power of the web has changed the way higher education institutions handle recruitment, admissions, enrollment, and retention. Administrators may still utilize spreadsheets, but they are no longer dependent upon them; they are now happily exploiting the era of web-based student information systems, custom direct marketing projects, online scheduling software, and data-mining and analytics initiatives. The change is perhaps the best news for trees--nowadays, just about the only thing missing from these processes is paper.