lots of really great points of view and info here...figured i'd add to the mix...
we are currently right in the middle of this...we have a college frosh, a HS senior and a HS soph...so, twelve years of college to pay for over the next 7 years! bring on the ramen and PBR!
here's my advice/observations to anyone interested:
1) save early and as much as you possibly can...we did 529s and UGMA/UGTA...we initially targeted having the savings equivalent to 4 yrs of state school for each kid...well, for rutgers, that was around $300K ($100K kid (based upon the $25K / year rutgers
Cost of Attendance back when they were born...that is now up to around $33K)...perhaps it's needless to say, but we didn't quite make that savings goal...
2) engage your kids in the cost conversations as early as possible so they see the reality, and long-term sacrifices you will need to make as a family (ie, here's why we are going camping instead of going on a Caribbean cruise! or here's why our bathrooms are all still from the 1960s!)
3) my wife and i were both fortunate enough that our parents paid for both our undergraduate educations...we feel the obligation to do the same for our kids, so they will graduate debt free (in other words, we will incur any required debt)
4) as
@fidodie mentions, don't forget your home as a potential equity source...it's not ideal, but it is definitely one of the components of our fall-back plan to cover the gap between our savings and the costs.
5) we've seen that, while the stated Cost of Attendance on all the colleges websites is ridiculous, all of the schools my kids have been accepted to have offered some form of scholarships to help reduce that cost...in other words, it seems that, at many of the state schools, where you are an out of state student, very few people actually pay sticker price.
6) if your kids' high school offers it, got to any Financial Aid nites...our kids go to JP Stevens in Edison and they had the financial aid folks from Monmouth, Rowan and another school or two come in and give the parents and really comprehensive run-down of navigating the whole FAFSA/CSS nightmare or paperwork, etc...
7) my kids are majoring in dance, musical theater and TBD...not exactly high earning potential majors!...that said, we've had very long discussions about the pros and cons of this as well...in short, i think this really boils down to the individual kid involved...there are probably just as many kids who went to expensive private colleges and had STEM majors and are toiling away at sucky jobs, or who are miserable in there careers as there are kids who worked their asses off in an "artsy" major and are living perfectly happy lives...