Yellow page telephone books are distributed within small geographic areas which may be ideal for lawyer advertising, when the lawyer is not interested in clients residing more than 30 minutes from the law office. There are small yellow page books encompassing one or more villages and larger countywide yellow page books. Costco® is able to offer low prices because they buy products in very large quantities. Similarly, the more people advertising reaches, the less it costs per person, but the more it costs overall. Advertising in a county-wide yellow page telephone book is more cost-effective than in a village yellow book, but more expensive. Advertising on radio will reach more people than a yellow page book, while advertising on local TV will reach still more people. The most expensive and most cost-effective advertising is national TV which will reach the most number of people.
This article will briefly examine the various media available for lawyer advertising, including TV, Radio, Billboards, Newspapers and the Internet.
Dollar for dollar, TV is the first choice for lawyer advertising. Any additional funds can be spent on other media to cross-brand with TV. The public’s perception of media (see pdf p. 24) shows television trumps all other media as the most effective media among adults, age 18 and over, in every category: Most Authoritative, Most Influential, Most Persuasive, and Most Exciting.