No other format has the potential to reach so many people so fast or with greater impact. But with sloppy placement, you may miss out on your ripest markets. While you are intently focused on your older target, the younger generation may be turning to your competition when the time is right. The television market draws from a vast pool of 80 million Americans between the ages of 10 to 29, more than the baby boomer generation. In a few short years, by 2010, this group will form the majority of the 18-to-49 demo that is the bedrock of all TV advertising and, hopefully, a loyal source of clients.

One of advertising's biggest myths is that people have quit watching TV. Have you? Or anyone else you know? Actually, according to Nielsen Media, people watch more TV than ever before - they just watch it differently. Even while television is used as background noise during dinner, its power to reach people is great. The old world of three networks has expanded to include cable, satellite and DVR's. Reality shows, creative competitions, educational series and documentary-style programming have wooed a new market of watchers in every age group. The typical viewer who has 120 channels watches about 20 of them, but with innovative new programs being added regularly, new watchers are constantly being groomed and recruited.

Too many law firms mistakenly ignore the TV goldmine

You've heard the mantra "TV advertising WORKS!", but if you're not placing strategically, you could be wasting great ads. And if you're not following the trends in the TV world, you could be ignoring easy targets. Fundamental shifts in TV viewing are already underway. Nielsen Media Research says DVR users aged 18 to 49 already time shift about 41% of their primetime viewing of broadcast networks - and this group watches a lot of TV: The average 18- to 49-year-old person watches 31 hours of television a week, which is up from five years ago. The biggest issue isn't fast-forwarding through ads. If you have a good program people will watch it, and if you have a good ad they will pay attention. The biggest problem is the fragmentation of viewership. Now that you're armed with knowledge, it's time to turn it into muscle. Time to pinpoint what our core group is watching.

Cue the all-important Media Buyer. That's where expertise in media analysis, planning and placement becomes critical. The days of buying rotators on 3-5 stations are over. Depending on your product, depending on your demographic, depending on your competitive landscape ... these all play into the need to have a "Media Gatekeeper" watching over every single penny you spend to ensure your hard-earned money is being spent in the most efficient and effective manner. Are you squeezing each format to produce highly visible advertising that translates into calls? If you're not investing in crucial media resources, the answer is most likely no.

Media planning and placement is equally, if not more important, than creative messaging. Their job is to help you find the proverbial pot of gold at the end of the advertising rainbow. Elite media teams spend thousands of dollars each year updating in-house media planning resources to dissect client market areas and design comprehensive media recommendations. This measured approach, utilizing trusted media advisory and evaluation services, allows for precise calculation and discovery of the most strategic advertising formulas to reach the right people in the right place at the right time - to reach potential clients and prompt them to call.

What is the cable penetration in your market? Are you buying stations or programs? Are your stations delivering the gross rating points you are paying for each and every quarter? Are you running rotators or buying program-specific? What is your reach and frequency? How much are your competitors spending and WHERE are they spending their media dollars? Take the time to explore these issues and invest in the power of television with the help of an experienced media team. Time is money and your efforts will most certainly pay off.

Looking to grow your business in 2007? Interested in learning what opportunities exist in your market? Give us a call at 1-800-525-3332 or email for your individual market analysis.

Put us to the test right now.
Stop what you're doing right now and take 10 minutes to call me at 1-800-525-3332. I'll give you two new ideas on how you can strengthen your TV Marketing today. You've got absolutely nothing to lose and a powerful practice marketing tool to gain.

On behalf of our entire legal advertising division, thank you for taking the time to read this issue of Inside the Network. We'll be back next month with another topic of vital importance to your practice.

Sincerely,


Harlan Schillinger
Vice President
Legal Marketing Division