Is Media the Middleman Being Left Out?
Jeff Moores
Law firms, particularly those that represent plaintiffs, are increasingly devoting resources to developing a presence online, where consumers—and potential clients—congregate. And some of those firms are also creating news sites, such as newsinferno.com andconsumerwarningnetwork.com, with content created by employees.
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You can see this troubling trend, -- DuPont, IBM and law firms are asking themselves -- "Why should I rent a media group's audience via advertisements, if I can create my own with targeted microsites?" This WSJ.com story points to a law firm's investment in "20 technology specialists who write copy for its roughly 300 websites" as the marketing avenue of choice. To compete, media groups need to be more savvy about developing custom presentations like the award-winning Gatorade campaign. These carry greater value for the client and can't easily be duplicated by in-house digital ad copy teams.
