TO THE A-LIST.
My colleagues, you are the best of the best in advertising law firms. As your A-List Chairman I want to personally congratulate each and every one of you. Your professionals represent the 100 most influential firms in the country.
That is no small feat. As the unofficial godfather of legal advertising, I am entrenched in just what it takes to make a practice stand out among the vast competition nationwide. The reality is the advertising landscape has never been more competitive.
While the A-List uses metrics from Nielsen Media Research to measure traditional advertising spend, we all know that digital spend is a significant part of the mix— and very much here to stay. How lawyers leverage online audiences will make an important impression and statement about the future of the legal industry. When I started in legal advertising in the late 70s, I never thought we would be where we are now. Television advertising remains relevant and broad-reaching, but new channels continue to challenge the science and art of advertising. But, hey, it keeps things interesting, right?
Every successful lawyer knows that advertising is essential, but the fragmentation of channels and the understanding of where and when to be grows increasingly complex with each passing year. There have never been more tools and options to target accident victims and prospective clients than there are now. That means, in many ways, firms can do it their own
way, shifting their mix of advertising avenues annually, if not monthly or weekly.
And it’ s the smartest and most strategic law firms that rise to the top each year with the prestigious A-List. This accounting of the most powerful practices will give you a great perspective on the landscape of legal spending by hundreds of lawyers coast to coast. Use this as your yearly barometer to gauge what’ s really going on in the legal world.
In closing, I couldn’ t be more proud to represent this amazing collection of legal professionals and industry upand-comers. Join me in celebrating this moment’ s masters in legal advertising. We have so much to learn from you. Onward and upward!
Harlan Schillinger Managing Editor, The A-List
4 x The A-List