When he took on his current job, in the mid-nineteen-eighties, the college guide was little more than an item of service journalism tucked away inside U.S. News magazine. Now the weekly print magazine is defunct, but the rankings have taken on a life of their own. In the month that the 2011 rankings came out, the U.S. News Web site recorded more than ten million visitors. U.S. News has added rankings of graduate programs, law schools, business schools, medical schools, and hospitals—and Morse has become the dean of a burgeoning international rankings industry.