Spot Runner Teams With Reed Elsevier Unit To Offer Media, Creative To Local Law Firms

In a move that could prove a boon for local TV advertising markets, Internet-based "long tail" ad agency Spot Runner has teamed with a division of Reed Elsevier's LexisNexis unit to begin offering turnkey media planning and addressable ads to local law firms around the nation. While advertising-savvy firms have successfully leveraged TV advertising in larger markets to create lawyer brands like the ubiquitous Jacoby & Myers, the new alliance will make it far easier and affordable to smaller firms to leverage TV advertising.

Spot Runner, which is backed by big agency holding companies such as Interpublic and WPP, has already had a profound impact in other local franchise based categories, such as real estate agencies, offering big chains like Century 21, Coldwell Banker and ERA the ability to customize ads and plan and buy local TV avails based on the coverage areas of local agents, said it is teaming with LexisNexis' Martindale-Hubbell unit, which offers professional services and business development to law firms nationwide.

"Initially, we are launching this new offering in a few states and will be working with Spot Runner's creative team to develop commercials in the practice areas of most immediate interest to customers," said Nicholas Karrat, senior director of marketing and alliances for Martindale-Hubbell. "Throughout 2007, we will be rolling out the product to additional states and areas of practice, based on considerations such as state bar association ethics rules and the market demand we observe."

Based on the specific budget and market information provided by the firm, Martindale-Hubbell will work with Spot Runner's media planning platform to create an optimal media plan that allows the law firm to target prospective clients by demographics, networks and specific neighborhoods.

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