Transitioning from a print-first model

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Stephen Lincoln in January was appointed publisher of the New York Law Journal, a publication (12,000 circ.) that dates back to 1888. Lincoln, who succeeded senior VP George Dillehay, was previously VP-group publisher of ALM's National Magazines Group.

Media Business:What is your sales and marketing strategy to enhance the brand's transition from print-first to digital?

Stephen Lincoln: We're going to do a number of focus groups and a great deal of research to find out how attorneys in New York are getting information these days to best inform the redesign of the website, which hasn't been redesigned since 2007. We also want to take advantage of all the new technologies and capabilities offered.

MB: Do you have any new products in the pipeline?

Lincoln: We're talking about doing a daily online video that will have the news of the day. [Later this quarter,] we're launching the Smart Litigator Research product, which will combine news and data with enhanced research capabilities and exclusive law case content.

MB: What are the biggest marketing challenges in the legal sector?

Lincoln: Because the legal profession took some pretty big hits in the last couple of years, legal vendors feel the need to better position themselves. The challenge for us is that the positioning is done in so many different ways and that the marketing pie is divided up into many slices.

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