On one hand, state funding of colleges and universities is dropping across the country. That means that you - as the parents and students - have to pay more to make up for that state revenue decline.
http://www.usnews.com/news/articles/2015/04/13/state-funding-for-higher-education-inches-up-colleges-still-reliant-on-tuition
On the other hand, if the college or university really wants your kid, then the trend is for schools to offer more discounts - in the form of grants / scholarships - to entice enrollment.
http://www.bizjournals.com/boston/print-edition/2015/07/17/numbers-don-t-add-up-for-a-growing-number-of.html
The keys are having your student be desirable (academically or otherwise) to the school and to understand the financial aid process so you can really lower that tuition bill.
