Legal Research

"What the End of Television Means for Lawyer Marketing"

Posted by Carolyn Elefant: "In the past few months, most of us have seen stories such as  this one about how newspapers are facing extinction, victims of widespread content available online free and recession-driven declining ad revenues.  But could television be far behind on road to obsolescence?

This past weekend's Washington Post carried this interesting article, "Click Change: The Traditional Tube Is Getting Squeezed Out of the Picture" which describes that more and more, consumers are cutting the cord to their television, opting to watch shows online.  And of course, even those consumers who aren't yet willing to part with their little black box (or large, flat plasma screen, as the case may be) customize their viewing experience with TiVo or other recording devices such that their television habits bear little in common with those of viewers of ten or fifteen years ago.

All very interesting.  But as a reader of this Legal Marketing Blawg, you're probably wondering "So what does declining television viewership have to do with me?  I don't advertise on T.V."  Yet, that's precisely why this trend should interest you.  Because while television is dying, you still have a chance to get a first-mover advantage on those advertising techniques that are most likely to work in the post-television age.  Moreover, studying today's trends in television viewership offers insight into what kinds of messages work with 21st century consumers.  Now, I'll step back and explain.

1.  Positioning Yourself for the End of Television Advertising...
2.  What Do Consumers Want?...
3.  Final Thoughts

As the Post article concedes, conventional television viewership won't go away anytime soon, but it is declining and it is changing.  Still, by acknowleging and learning from these trends, you can position yourself to effectively market your legal services in a less-than-television-centric world."

The full text of this post is available at the source site listed below

Source: Nolo's Legal Marketing Blawg, 18 May 2009

Full post as published by Stark County Law Library Blawg on May 27, 2009 (boomark / email).