Legal Marketing & PR

Ads on Law Blogs? Are We Really That Desperate?

By Amy Derby

I rarely read Darren Rowse’s Problogger, but today’s headline got my attention: Should Legal Blogs Be Monetized - If so?. How? In his post, Darren says he doesn’t “pretend to be an expert in the legal blogging niche” and goes on to discuss ways a legal blogger might monetize his site with ads. While these methods might work for bloggers like Darren, I have a difficult time seeing how or why a lawyer would choose to try to make a buck via ads on his blog. But considering how many lawyers have recently been laid off, and how many recent law school graduates are having trouble finding work at all, I fear some might actually consider it.

My opinion on the issue of ads on law blogs:

The ultimate purpose of most legal blogs is generally one or more of these: to get the lawyer more business, to brand online as an expert in his practice area, to attract media attention for the lawyer?s business, to draw attention to issues within the law or legal community. I have yet to see a case where a legal blog would benefit from third-party ads, and some states have laws against attorneys soliciting business via a website (meaning many lawyers who write personal blogs aren’t even allowed to advertise/solicit on their own “non-legal” blogs). There are also ethical issues to consider.

For a news or hobby blog that just happens to be written by a lawyer? That might be a different story in some cases. But I don?t include those in my definition of ?legal blog?.

Beyond the above, I would l like to shine a small light of reality onto the concept of monetizing a blog — not a law blog, but any blog — for those out of work lawyers who might be considering this as a form of income (via a news blog, hobby blog, non-legal niche blog, etc).

• It takes a LOT of very targeted traffic to monetize a blog (through means like adsense or affiliate programs).
• It takes a LOT of time to build up enough authority to attract worthwhile advertisers.
• It takes a LOT of time, effort and money to put together a decent ebook or other product to sell via a blog, and a lot of time to find enough readers who want to buy whatever it is you’re trying to sell.

How much is your time worth? Personally, I would rather get a job at Starbucks.

Unless you are a lawyer-turned-consultant, or have some other motivation for starting a blog than making money blogging, I just don’t see the point. Are we really that desperate?

Does your law blog have ads? If so, why?

Full post as published by Law Firm Blogger on March 18, 2009 (boomark / email).