I think society has a fairly broad misconception of what it takes to be a "college professor". To be frank - very little. You only need a master's degree and a willingness to work for near poverty wages. It's a fun and easy job. Just doesn't pay jack. So, the career choice doesn't attract the 'best and brightest'. There are exceptions - a PhD tenured professor in a hard science or engineering can do very well - especially if they can pull in fat research grants from the military or private industry. But, a lecturer* in a 'studies' department ... likely less than what a shift manager at Walmart makes. *The title "lecturer" ... that's the equivalent of adding "junior" in front of the job title.