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Martindale-Hubbell Expands Its Market to TV Ads

So, is the divine order of the legal universe undergoing a cosmic fissure, or what? First, we had the launch of Avvo, which brings that same type of upscale Martindale-Hubbell ratings to consumers. And now, we have Martindale-Hubbell looking to bring upscale television advertisement to small-firm lawers, as Wired GC informs us in this post, linking to this New York Times coverage (6/19/07).

As Wired GC describes:

The New York Times details a new initiative by LexisNexis unit Martindale-Hubbell to create ads for law firms that could go beyond the Robert Vaughn-says-call-plaintiffs-lawyer-X variety. According to the Times, Martindale-Hubbell is working with ad agency Spot Runner to develop ads covering areas “…like family law, drunken driving, personal injury and general practice; commercials for criminal and immigration law are also being developed.”

And Wired GC also acknowleges the possibility of the Avvo effect on LexisNexis/Martindale strategy.

But do TV ads make sense? As Wired GC also comments:

What I find most revealing is that Martindale-Hubbell is targeting television for lawyer ads. Many other sophisticated advertisers are moving more spending online, given the superior targeting and tracking it can offer.

No matter how Martindale-Hubbell's strategy works out, it's a sure sign that the legal profession and the players certainly are changing. Perhaps the next generation of lawyers will associate Martindale-Hubbell with a 1-800-Mar-dale phone number rather than the staid, tan volumes of lawyer listings that we older lawyers are most familiar with. 

Posted by Carolyn Elefant on June 21, 2007 at 03:59 PM | Permalink | Comments (0)


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