I picked up the New York Times the other day and on the front page there was an article entitled “Internet Giants Vie to Snap Up Web Ad Firms.”  It talked about the race among industry power players like Google, Yahoo, Microsoft and AOL to acquire small Internet advertising companies. 

NYT writer Miguel Helft states that “underlying the deals…is a transformation of the advertising world away from traditional media like television, radio and print.”  It is directly after that statement that chief executive of 360i, Bryan Wiener, makes the profound revelation that “we’ve reached a tipping point.”

How does this relate to the legal industry, and more specifically PI law?  How much time do you have?  LOL  The fact is the writing is on the wall.  Traditional mass media is experiencing diminished results with each passing month.  Replacing it in power and pervasiveness are targeted efforts to capture the vast niche audiences that turn to the Internet to assess credibility and make purchase decisions.

Bottomline:  it’s time to reallocate some of your traditional mass media advertising resources to the web.  Many opportunities exist in this arena so study it and choose your venues carefully.  Just don’t wait too long.