This is similar to what's happened in the magazine industry. We don't have tens of millions of people reading Life or the Saturday Evening Post every week. Instead, we have literally tens of thousands of magazines, targeting every special interest imaginable. The Internet carries the narrow focus we see in the paper publishing industry to an extreme. The secret is to understand the differences between the various media and what their audiences want.
Television can be educational, but is generally known for entertainment.
Print is can be entertaining, but generally known for education. The Internet was originally known as an informational resource and that s still the primary reason that people use it. Entertainment has been thrown in to attract more users, but it isn t effective for law firms. The Internet is still mainly an informational resource that empowers users by educating them and helping them make choices with regard to their decisions. The Internet is so competitive, with the volume of sites available, that law firms can be confused into thinking that they have to entertain to attract visitors.