Thursday, August 06, 2009

Wall Street Journal Launches Legal Ads

Google, Martindale and many other legal directories face new online advertising competition from the Wall Street Journal.

"Local Legal Leverage" is the catchy name for an ad program being launched as part of the paper's Digital Network. Organized by metro area, the Journal is now accepting up to 3 simultaneous law firm advertisers for any given region.

Advertising rates reportedly start as low as $1,000 per month. Details online at http://wsjlocal.com/law.

Given the Journal's upscale readership, this service seems particularly well suited to corporate and defense firms that want to reach the GC audience. The plaintiff's bar is already a master of online advertising, so this also gives PI attorneys a way to reach affluent business readers in their community.

The bottom line, of course, is to determine the ROI on any advertising program like this. While branding is important, in today's economy it helps to also get vaible leads that turn into real engagements. Offering a free white paper or webinar is frequently a good way to measure response for online campaigns.

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