Magazine ads for personal injury lawyers are very effective when used for advertising to a niche readership.
An additional benefit is that niche magazines are usually inexpensive because they have a small distribution. Both of the magazines pictured below have a distribution of only a few thousand copies.
This is our advertisement for motorcycle accident cases in a motorcycle magazine.
Advertising agencies may think that niche magazines are expensive because when looking at the price per viewer, they are very expensive.
However, the gross annual cost is not expensive, and although niche magazines reach very few people, they are very effective. We spend approximately $10,000 per year to reach just a few thousand motorcyclists, but the magazine gets us several motorcycle accident cases every year.
For personal injury advertising, one case will likely pay for several years of advertising in a niche magazine.
Tips for Lawyer Advertising in Magazines
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Tip: Although you should never advertise anywhere for a few months to see how it works out, this is especially true with magazines. Readers need to see your advertisement month after month after month. Readers will get to learn where your ad is and will look for your ad in the magazine when they have an accident and need an attorney.
Tip: Advertise in niche magazines that are distributed to their readership for free. Both the magazines shown in the images here are distributed free.
Tip: It’s worth paying more for a better position. The best magazine positions are:
- Inside front cover
- Back cover
- Opposite a calendar of events
Tip: Stay in the same position every month unless you can move to a better position.
Tip: Write a monthly legal column for the magazine and get an exclusive, so you’re the only lawyer to write the legal column. Print the title of your legal column at the top of your magazine ad every month, as shown in the image above.
Tip: Advertising in a niche magazine becomes even more effective when you do additional marketing where you can meet with your target audience.
Philip L. Franckel, Esq., is the author of this article.
Phil Franckel is the owner of 1-800-HURT-911® and over 1,100 domain names. He is a personal injury lawyer and a former Member of the Board of Directors of the NYS Trial Lawyers Association. He is an expert in branding, advertising, marketing, and SEO. He has been doing SEO since 1994.
Phil Franckel has written and produced TV commercials for lawyers and other industries and has been a consultant to businesses, including several using vanity phone numbers. Phil writes a blog about lawyer advertising at LawyerAdvertisingBlog.com.
Phil Franckel began a mail order business in 8th grade, bought and sold coin-operated amusement games in 10th grade, and a used car business in 12th grade through college. After law school, he worked in the wholesale diamond business and part-time for a TV production company. Later, while a lawyer at a large personal injury law firm, he worked part-time for ABC Wide World of Sports and ABC Monday Night Baseball.
Phil Franckel then started a personal injury law practice and is a former member of the Board of Directors of the NYS Trial Lawyers Association.
In his spare time, Phil Franckel became an Aux. Police Cadet in 12th grade and is the Commanding Officer of the Communications Bureau, NCPD Aux. Police Section.