Martindale Amps Up on Internet, as Law Firms Ponder Cost v. Benefit
Martindale-Hubbell was the gold standard of lawyer advertising, back in the day when attorney directories, like case decisions, were read in hard-copy publications.
But with the ascendancy of the Internet, the venerable directory has lost some of its allure to law firms and is scrambling to offer new online benefits, as a recent ABA Journal article discusses. Although most law firms that have historically paid for Martindale listings apparently continue to do so, some are expressing doubts about whether the cost is still justified, even as MH, which is now owned by Lexis Nexis, has gone online and lowered prices, according to the Daily Record.
A big question in the mind of at least one law firm decision-maker is how much clients rely on Martindale in selecting their counsel. Laura Perry, who serves as marketing director for Whiteford, Taylor & Preston, says her firm was about to drop its Martindale listing last year, but changed its mind after meeting with company representatives.
“I went into that meeting finally just really convinced that it wasn’t worth it, and I came out saying we’ll try it for another two or three years and decide after that,” she tells the Daily Record, noting that MH has plans to introduce client ratings and expand corporate counsel access to directory information. “If clients use Martindale as their leading resource in evaluating law firms, then there’s no question we’ll be in it.”
Earlier coverage:
ABAJournal.com: “Martindale Gets Online Makeover”
