For One Student, a College Career Becomes a Career
Johnny Lechner, in his 12th year as student at University of Wisconsin at Whitewater, has parlayed life as perpetual student into lucrative personal brand; his genius for self-promotion has gotten him on several television programs to describe roisterous campus lifestyle of beer and merrymaking; he is endorsing various products and reality television series based on his life at college is in the works; he has respectable grade point average and has accumulated more than twice number of credits required for graduation, but he has failed to complete senior thesis; his parents helped pay tuition his first two years, and he has paid his own way since then, working part time and taking out student loans; he received tuition subsidy given to all in-state students until last year, when state Board of Regents imposed hefty surcharge on tuition for students exceeeding certain number of credits; photo (M)