Extending its vertical sales-channel strategy into the legal profession, ad agency and video production company Spot Runner will be offering its services to attorneys through a partnership with LexisNexis Martindale-Hubbell, a business unit of publishing giant Reed Elsevier. (You can find the release here.)
This is very much like the first “vertical” deal Spot Runner did with then real-estate holding company Cendant in February of 2006. It has done other such deals that allow the company to more efficiently deliver spot cable TV advertising to a client population or a segment of the market.
Lawyers represent the largest single category of yellow pages advertising, at over $1 billion per year. As a group, US attorneys spend in excess of $4 billion on advertising annually. Attorneys, among small business categories, have also been more aggressive in adopting online and paid-search advertising.
Lawyers have also long been advertising on TV (“If you need a lawyer . . .”) and so there will be little education needed to attract them to Spot Runner’s offering.
Screenwerk 
December 23, 2007 at 9:24 am
[…] Sterling notes the following about this vertical: Lawyers represent the largest single category of yellow pages […]