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Firms Take Hard Line on Law Directories

By Anthony Lin
May 01, 2003

What is the single biggest marketing expense at many large law firms? Not hip, computer-animated television commercials. Not bold, full-page ads in The New York Times or The Wall Street Journal. Certainly not pens and tote bags handed out to clients and law students.

Surprisingly, the largest single item on many firms' marketing budget is their entry in the venerable Martindale-Hubbell Law Directory. A large firm that merely lists its lawyers' names and educational credentials can spend hundreds of thousands of dollars a year on its Martindale-Hubbell profile. And, of course, some partners insist on going a lot further, listing everything from decades-old law review articles to memberships in Mensa, the “genius” society.

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