An answer to the OP as well as numerous comments to other people's responses:
First, don't panic too much about those huge numbers that magazines like to flount about. They were using huge numbers when my kids were born too, and now that we have reached the college years we see that it was largely hype: When all is said and done, my daugther's education will cost me about 20K out of pocket over four years. (Yes, we live in an area with a low cost of living, but the other side of that coin is low salaries.) Part of this inflation is that the people throwing these numbers about tend to be investment professionals, and they want to encourage you to invest -- fine, but look at what "they" include in those numbers. Many of them include details like clothing, entertainment, even a car in the cost of sending a kid to college. We were PUSHED to borrow 150% the cost of her entire freshman year, which is crazy. Just be sure that you're looking at realistic numbers; yes, the cost will be high, but it's not as high as Smart Money magazine and its ilk would have you believe.
Next, don't feel that it's necessary for you to offer your child "the whole college experience" at any school he chooses. We told our kids that we can pay tuition, dorm and meal plan at an in-state public school for four years. We cannot pay additional semesters, we cannot pay for an apartment, we will not pay for sororities and spring break trips -- but if they want these things, they are free to figure out how to make up the difference. Our oldest starts college in just days . . . with these boundaries, she fell in love with two schools, and either would've been a great choice for her. That she couldn't choose ANY school in the whole world wasn't a problem for her. So tell your kids (from about the time they're freshmen in high school and can really figure what this means) exactly what you can and can't pay. If you can pay just tuition, they'll be ahead of many of their classmates.
Then, keep in mind that you will continue to have income while the kid is in college. If you can draw part of the cost from savings and part of the cost from your current paycheck, you'll likely be okay.
Also, we had a back-up plan in mind: We've deposited into our 401Ks from our very first professional paychecks, and we're on our way to a comfortable retirement --our back-up plan was to STOP adding in new money, which would essentially give us a raise during the college years. Withdrawing money from retirement is always a bad choice, but if you already have a good start stopping contributions and just letting what's already there continue to accumulate is a different story.
If you reach the college years and just don't have enough, less expensive options are always available -- but they don't tend to send you postcards in the mail like the private loan companies, and they aren't always the student's first choice. Knowing what I know now about how hard it was for me financially to get through school, if I could suddenly be 18 years old again, I would join the military. It's not exactly what I'd like to do, but it'd have been an easier start in life for me. Community colleges can be a good starting point, though they come with their share of problems. Few of us can write our own tickets, but less expensive opportunities do exist. Your options will vary, of course. You aren't stuck with paying what "they" expect . . . or doing without altogether.
What you should not do is count on scholarships. Scholarships are not nearly so plentiful as some people would have you believe, especially not these days. My daughter did pretty well with scholarships, but she graduated with a tip-top GPA, loads of extra-curriculars, and she's going into a scholarship-heavy major. The vast majority of her friends, also excellent students who genuinely tried to get scholarships, were awarded a big, fat nothing.
Also do not count on financial aid. Unless you are earning so little that feeding your family is genuinely a concern, you're not going to be awarded big bucks in grants. Loans are another story: When people say that they "got financial aid", they often mean that they got federal student loans -- it all goes through the FAFSA. One poster commented that the students have more time available (to pay loans) than we have time (to save). This isn't really true. Students who come out of college with debt face tough choices: Can they afford to buy a home? Should they delay children? Should they pay down the loan or begin saving for retirement? If they don't start saving for their own retirement, then they're going to be caught up in the same financial crunch -- that is, they'll be unable to save for their children's educations, and they'll end up in debt too. Loans don't correct a problem; they just pass it on to future generations.
As for "things changing" so that college'll be easier to pay . . . I wouldn't count on it.
Some students whose parents are paying it all will goof off.
Some students whose parents are paying nothing will goof off.
This isn't a one-stop factor that'll predict the student's success or failure in college -- but it is an excuse that plenty of people use not to save. Many factors go into the student's success or failure: Whether he's emotionally ready for college, whether he is sure of what he wants to study, whether he has a girlfriend to take up his time, whether his roommate is serious about school or proves to be a distractor, whether he is internally motivated or you've been pushing him to do his work in high school . . . the list could go on. Whether he's paying or not may influence how serious he is about school, but how you've raised him for the last 18 years is a much more important indicator.
Saving for college is a realistic goal -- if you look for places you can scrimp. We just upgraded phones, and the guy at the phone place says he can't believe how low our phone bill is. It's $143/month for four phones, and I think it's outrageous. He pushed us hard to go with Smart Phones, but that would've been around $220/month -- right there, that's $70-80 that most people are spending and I'm not. How many times a week does the average family eat out? I know that my co-workers tend to bring in restaurant left-overs a whole lot more often than I do. Live in a slightly smaller house, drive your old car another year or two, rent a Redbox instead of going to the movie theater, stay at the All-Stars instead of the Polynesian. Make 2-3 choices like that a month, and over the course of 18 years you'll have a decent nest egg. Couple that with working a few years more than you expected, along with your student working a full-time job in the summer and part-time during school, and a middle class family will have at least a good dent in the cost of college. If you really are making all frugal choices and still can't afford to save, you probably will be a candidate for Pell Grants.
What you cannot do -- unless you're a high wage earner with few debts -- is to wait 'til the student is almost college age and try to start the savings process. At that point, skipping a few meals out won't make any difference. And it's much harder to save once you have teenagers. They really are more expensive.