This volume presents edited versions of some of the best papers articles from a forum on institutional revenue production sponsored by the Cornell Higher Education Research Institute (CHERI). The chapters provide different perspectives on revenue generation and how institutions are struggling to find an appropriate balance between meeting public expectations and maximizing private market forces. The problems raised by the contributors do not have simple solutions, but we hope that the insights provided about options and alternatives will enable campus leaders, institutional researchers, and policy-makers to better understand evolving patterns in public and private revenue reliance.