Increase In Advertisements Opinions are mixed on whether the new rules will dramatically change the content, style and extent of lawyer advertising in Massachusetts. The SJC has almost invited lawyers to do so. But Whitlock, in contrast, predicts the new rules will have little impact beyond what already exists. The new rules will not change anything in Massachusetts, and the ads won't look different from other states. It's an expensive venture.
Some lawyers question the economic viability of advertising.
Fee, who opened his practice in 1995 after working for a large Boston law firm, notes that he used to think advertising in local media outlets was necessary. If you want to solicit car accident, dog bite, drunk driving cases from people who don't know a lawyer, then I guess advertising makes sense. Fee says he now relies on more traditional ways to attract clients, mainly through referrals from other lawyers and friends. Bourgeios advises less-established lawyers scratching and clawing to establish a foothold in private practice to think long and hard on the practice niche they want to develop, and whether advertising fits their plans. They need to come up with a business plan on where and what they want to practice.