These are our people," says Stephen Meyers, 38, co-founder of Jacoby & Meyers Law Offices. He is talking about the middle-class folks who had never before ventured into a lawyer's office but who now flock at the rate of 100 a month to each of the 27 J & M branches situated in Montgomery Ward stores throughout California. One reason for the heavy traffic is the firm's industry-leading television advertising budget: $1.7 million in 1980. Typically, the spots stress J & M's $20 consultation fee and the written estimate of future charges. The...
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