Lawyers' ads may not pay off

Does it legally pay to advertise - or rather, does it pay lawyers to advertise?

According to the National Law Journal, some lawyers aren't sure, and many don't think so. Since 1977, when the US Supreme Court ruled that lawyers could advertise, the variety of media used by legal firms and individuals has zigzagged a varied course - from T-shirts, and direct mail, to TV and radio.

In the 20 top US TV markets during January to June 1981, the Journal says, some $3 million was spent on legal advertising. One Pennsylvania law firm, typical of many others, spent $5,000 on advertising. The ads brought in only enough business to offset the expenditure.