BtoB

Bill Pollak

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Over the past several years, law firms have greatly boosted their b-to-b marketing. Bill Pollak, president-CEO of ALM, has responded to the trend by developing a full menu of products to serve the $200 billion U.S. legal services industry.

ALM changed its name from American Lawyer Media in January 2005 to reflect the changing nature of its business and its growing array of media products. A month later, the company purchased Insight Information Co., a privately held conference producer. A month after that, ALM acquired the assets of Real Estate Media, which has several commercial real estate publications.

More recently, Pollak has engineered a series of changes, both in print and online, to help his customers grow their businesses.

For instance, the May 15 issue of Fortune will feature a special section on law firms in a co-branded effort with ALM, which ran a similar package last year in New York Magazine.

The Washington Post Magazine, in partnership with ALM and Best Lawyers, a peer review publication, will publish a special advertising section, "The Washington, D.C., Area's Best Lawyers," in the Oct. 1 issue.

Regarding the partnerships, Pollak said, "It's a way for law firms to get lead generation from other marketers looking for law firms."

Pollak, chairman of ABM's Rich Data Council, has focused much of his energy on building ALM's online presence. "I love print, but the reality is that our future audiences will be getting their information electronically, so we need constant experimentation and testing," he said.

In March, ALM's Law.com launched its SuperSection for large law firms, providing an in-depth resource for individuals working in firms with more than 100 attorneys. In April, Law.com introduced NewsPoint RSS reader.

This year also saw the launch of a lead generation program that provides advertisers in ALM's Law Technology News, Law Firm Inc. and Small Firm Business with contact information on decision-makers who have confirmed that they will be making purchases in an advertiser's category within the next six months.

"We're constantly pushing ourselves to come up with new things." Pollak said. "It's part of the budget process." -M.S.

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