TB9, S13, E17: NY Times Money Columnist Ron Lieber -- The Price You Pay for College

A four-year college education can cost a family as much as $400,000. But how do you know what you are really buying? This week on The Back 9, we sit down with New York Times personal finance columnist and bestselling author Ron Lieber to discuss one of the biggest financial decisions most families will ever make. As tuition continues to climb and artificial intelligence reshapes the job market, Ron explains why parents and students should look beyond rankings and prestige to evaluate value, financial aid, career opportunities, alumni networks and long-term return on investment. The conversation also explores the reality behind published tuition, why the "sticker price" often isn't the real price, and how today's students should think differently about higher education than previous generations. Whether your child is applying to college this year or you're just beginning the journey, this episode explores how to make one of life's biggest investments…on the Back 9.