The greater pressure on law firms understandably increases the often unrealistic expectations of what marketing and publicity can do for law firms. Seldom do risk, vision, and budget come anywhere close to supporting expectations. The firm is still receiving benefits nearly 10 years later. The reaction was at first criticism, followed by acceptance, notoriety, and imitation. Hundreds of law firms started advertising to differentiate themselves, but ultimately they were just trying to be the same.
Copying never achieves the same benefit.
Law firms simply raised their budgets to include advertising and expected that the marketplace would then notice them. They advertise enough to be able to say they are doing it, but take no risks. Readers noticed Howrey's ads because they were alone out there. This is the benefit of being first. But virtually every other law firm that advertises expects to receive the same kind of market-altering attention as Howrey.