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"Our guiding principle was to try not to look like traditional law firm advertising -- which distinguishes itself in how boring it is," Mr. Millen said.
Whereas The New York Post is known to be willing to negotiate on ad prices, The Journal usually holds firm, advertising executives said.
"Law firm advertising has really broken free," said Burkey Belser, president of Greenfield/Belser, a design firm in Washington that has helped more than 200 firms with advertising campaigns.
We also collected as much information about the firm advertising each position as seemed feasible, given the scale of our experiment.
In June, nearly £100 was debited from her bank account after one call from a firm advertising a call-blocking device.
This is a big market: Legal services is a $250 billion market annually in the U.S., and law firm advertising is a $4.5 billion market.
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The firm advertised on radio - including Asian stations - and sold in India and Dubai as well as in the UK.
Delve further into the data and it turns out that not all Virgin trains are anything like as clean as the Pendolinos, whose green credentials the firm advertises.
This can be an annoying waste of time for the applicant, she says, but when a contracting firm advertises an opening, you know it is a position that needs to be filled immediately.
Opendoor, a San Francisco firm, advertises its services in the Inland Empire and Sacramento.
Durkee's firm advertised "custom accounting and tax-preparation services" specifically for nonprofit groups.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com