You and the Law - Helping BC Lawyers attract new clients
Frequently Asked Questions
Why do newspapers offer substantially discounted advertising rates to sponsoring law firms?
The "You and the Law" columns provide interesting, useful and sometimes entertaining information on how the law in BC affects readers in their everyday lives. There's a dearth of accessible legal information, and readers are naturally inclined to want to read the columns. The columns provide a valuable service to readers. Publishers and sales managers are thus keen to publish "You and the Law," because the columns help to boost readership interest and loyalty in their particular newspaper.
Can you make changes to the columns?
Yes. To begin with, you'll receive a selection of columns to review and approve. Most firms don't feel the need to make any changes, but if you wish to change something, feel free to send back your requested revisions. However, Janice Mucalov retains control over the final editing to ensure that the language is understandable and clear for the newspaper's readers.
Can you pick and choose which columns you want?
Yes. You may choose which columns you want to publish and when. You may also choose not to sponsor certain columns. You can select from more than 100 current law columns covering different practice areas, and new columns are constantly being written.
Can you request a column be written on a particular subject?
Absolutely. Your ideas and suggestions are welcome! At the request of individual law firms, several columns have been written on specific topics such as leaky condominiums, immigration, class action lawsuits, and mild traumatic brain injury.
Will other law firms also be able to publish "You and the Law" in a newspaper in your community?
No, not during the term of your agreement. You'll be the only firm associated with the law columns in your newspaper during the term of your agreement. The columns will also be exclusive to the newspaper's readership, i.e., they won't be published in a competing newspaper in your community under the sponsorship of a competing law firm.
However, Janice Mucalov retains copyright of all the law columns and may market and publish them outside of your newspaper's distribution zone. She also retains the right to market the columns to other law firms for use on the Internet and in firm newsletters. At the end of your agreement, she has the right to resell the columns for use again in the same newspaper under the sponsorship of a different law firm or otherwise.
How long must you commit to "You and the Law"?
The minimum term is usually 13 insertions (six months). Then you can decide if you want to continue sponsoring "You and the Law." Most firms do, and some law firms have published "You and the Law" for more than five continuous years. Remember: the longer you sponsor "You and the Law," the more effective it will be for you. Repeat exposure is key to any successful legal advertising and marketing venture.
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