Our Nocturnal Scholars

Here’s why college students are a lucrative market: Vendors of everything from movies to telephones can sell them the distractions they seek when dodging their studies; then, other marketers can sell them the stuff they need to stay awake when pulling all-nighters to make up for their procrastination. A poll of students commissioned by EAS, which sells Pirhanna energy drinks, quantifies several aspects of the phenomenon. As the chart indicates, our nation’s scholars go through a lot of caffeine in their end-of-term pursuit of knowledge.