Note from the Editor

We have some exciting things going on at Marketing The Law Firm. First of all, and you may have noticed this last month, we have expanded each issue to 12 pages which gives all of our readers more content. It also gives budding and authors an opportunity to take pen to paper or fingers to keyboard and write an article for MLF. We also would like to have those of you who have already contributed articles to think about some new topics and let us hear from you. On the format side, we will be absorbing all of our supplements into this new 12-page format including “Sales in the Law Firm.” Our Best of Competitions are being rolled into the MLF 50. The only exception will be Best of Law Firm Leaders in Marketing that will be published in our September issue. This is not a competition but will be an objective look at law firm leaders who genuinely understand the value of marketing and are committed to marketing by personally and professionally supporting efforts of the CMO or Director. I will be handling all of the interviews for that issue so if you are interested in having the leader of your firm interviewed for this issue, do let me know. Last year we featured seven firm leaders that really make a difference in the lives of law firm marketing professionals. I look forward to receiving your thoughts and input on who should make our list this year.

This month we're very excited about the announcement of the MLF 50. The Advisory Board, which was hand picked based on their experience in professional services marketing and communications, have worked very hard on adapting criteria for this listing and are taking their charge very seriously. The criteria is very comprehensive and while the firms that cover as many aspects of the criteria will have a better positioning on the list, those firms that stand out in one or more of the criteria will be recognized accordingly. This listing is being created with a great deal of thought and attention to detail and content. My only advice to entrants is to really think through the criteria and what you want your firm to convey in those areas. We all look forward to receiving entries from a myriad of law firms. As indicated, the MLF 50 will be published in a special July/August issue.

This issue of MLF is a very good one with a great cross section of topics. We have a wonderful insightful article by John Lamar of The Alexander Group that focuses on using personality testing when hiring a CMO from outside the legal industry. There is also an article by Terry Isner of Jaffe Associates dealing with how to create a brand through advertising. I am personally a big believer in advertising if it's done right and for the right reasons. I have been at the forefront of many ad campaigns … all successful. And just last month, MLF presented some of the “Best of Visual Innovators” ' those firms who understand what the goals are and how to present their firms in a manner that yes, gets results. We also have our regular columns Media & Communications Corner and our bi-monthly column Meyerowitz on Marketing.

For the longest time, I have been making a list of topics that I wanted to address from a personal and professional standpoint. With this issue, I have begun the process of writing an Op Ed piece. These pieces are meant to be constructive as well as having a “tongue and cheek” feeling to them. After being in the legal profession for more than half my life, I think I can say that I'm never surprised by the things I see and when I look over my list and the spirit moves me, I will address the issues.

I have also written another piece on being a regional firm in the New York market. I think this article will provide lots of our readers with an interesting take on regional firms entering a “foreign” ' in this case New York ' market. I think many people will benefit from this article and I thank Janet Spence Young of Troutman and Sanders and Jay Jaffe for their insight and contribution. I also wrote a book review of the latest contribution from Levick Associates “365 Marketing Meditations: Daily Lessons for Marketing & Communications Professionals.” This is just such a fun book and I highly recommend it.

And finally, I want to take a moment to say how much I appreciate all the work of the people at Law Journal Newsletters. I come up with some pretty heavy stuff in terms of layout and creativity. Each and every issue is better than the next and that is due to the professionalism and creativity of the people at LJN. You all know who you are and I don't want to single out one particular individual. Too often the behind the scenes people don't get the recognition they deserve. My sincerest and special thanks.

Next month, we will have a special announcement regarding a project in which I am involved. Like I said … it's an exciting time at LJN and Marketing The Law Firm!

' Elizabeth Anne “Betiayn” Tursi, Editor-in-Chief

We have some exciting things going on at Marketing The Law Firm. First of all, and you may have noticed this last month, we have expanded each issue to 12 pages which gives all of our readers more content. It also gives budding and authors an opportunity to take pen to paper or fingers to keyboard and write an article for MLF. We also would like to have those of you who have already contributed articles to think about some new topics and let us hear from you. On the format side, we will be absorbing all of our supplements into this new 12-page format including “Sales in the Law Firm.” Our Best of Competitions are being rolled into the MLF 50. The only exception will be Best of Law Firm Leaders in Marketing that will be published in our September issue. This is not a competition but will be an objective look at law firm leaders who genuinely understand the value of marketing and are committed to marketing by personally and professionally supporting efforts of the CMO or Director. I will be handling all of the interviews for that issue so if you are interested in having the leader of your firm interviewed for this issue, do let me know. Last year we featured seven firm leaders that really make a difference in the lives of law firm marketing professionals. I look forward to receiving your thoughts and input on who should make our list this year.

This month we're very excited about the announcement of the MLF 50. The Advisory Board, which was hand picked based on their experience in professional services marketing and communications, have worked very hard on adapting criteria for this listing and are taking their charge very seriously. The criteria is very comprehensive and while the firms that cover as many aspects of the criteria will have a better positioning on the list, those firms that stand out in one or more of the criteria will be recognized accordingly. This listing is being created with a great deal of thought and attention to detail and content. My only advice to entrants is to really think through the criteria and what you want your firm to convey in those areas. We all look forward to receiving entries from a myriad of law firms. As indicated, the MLF 50 will be published in a special July/August issue.

This issue of MLF is a very good one with a great cross section of topics. We have a wonderful insightful article by John Lamar of The Alexander Group that focuses on using personality testing when hiring a CMO from outside the legal industry. There is also an article by Terry Isner of Jaffe Associates dealing with how to create a brand through advertising. I am personally a big believer in advertising if it's done right and for the right reasons. I have been at the forefront of many ad campaigns … all successful. And just last month, MLF presented some of the “Best of Visual Innovators” ' those firms who understand what the goals are and how to present their firms in a manner that yes, gets results. We also have our regular columns Media & Communications Corner and our bi-monthly column Meyerowitz on Marketing.

For the longest time, I have been making a list of topics that I wanted to address from a personal and professional standpoint. With this issue, I have begun the process of writing an Op Ed piece. These pieces are meant to be constructive as well as having a “tongue and cheek” feeling to them. After being in the legal profession for more than half my life, I think I can say that I'm never surprised by the things I see and when I look over my list and the spirit moves me, I will address the issues.

I have also written another piece on being a regional firm in the New York market. I think this article will provide lots of our readers with an interesting take on regional firms entering a “foreign” ' in this case New York ' market. I think many people will benefit from this article and I thank Janet Spence Young of Troutman and Sanders and Jay Jaffe for their insight and contribution. I also wrote a book review of the latest contribution from Levick Associates “365 Marketing Meditations: Daily Lessons for Marketing & Communications Professionals.” This is just such a fun book and I highly recommend it.

And finally, I want to take a moment to say how much I appreciate all the work of the people at Law Journal Newsletters. I come up with some pretty heavy stuff in terms of layout and creativity. Each and every issue is better than the next and that is due to the professionalism and creativity of the people at LJN. You all know who you are and I don't want to single out one particular individual. Too often the behind the scenes people don't get the recognition they deserve. My sincerest and special thanks.

Next month, we will have a special announcement regarding a project in which I am involved. Like I said … it's an exciting time at LJN and Marketing The Law Firm!

' Elizabeth Anne “Betiayn” Tursi, Editor-in-Chief