Law: For Lawyers, the Adman Cometh

More and more practitioners find that it pays to make a pitch

No one raised an eyebrow back in 1838, when Springfield, Ill., Lawyer Abraham Lincoln's name appeared in a newspaper ad. By the early 1900s, however, most states had outlawed attorney advertising because it was considered unnecessary and, worse, unseemly. Then, in 1976, two young Phoenix lawyers took out a one column ad offering "legal services at very reasonable fees" and listed six examples. The pair were censured by the Arizona Supreme Court. A year later they won vindication: a U.S. Supreme Court...

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