The Issue at Hand
Having invested heavily in developing a world-class intellectual property practice and suspecting that interest in IP as a strategic corporate asset was running high throughout top management, this law firm sought to showcase its expertise to an audience beyond both its regular client base and its usual target: the legal department.

The Solution
A semi-annual, free-standing, glossy magazine written by journalists, focused on hot issues in intellectual property, and targeted to an audience composed primarily of top business people in the key industries and geographies the firm serves.

The Process
Partners in the firm's IP practice area participate in the development of story ideas and are key sources for the articles, which are written by journalists who have long experience covering law and business. The design stands independent of the firm’s other branding efforts and, through a distinctive logo, original art, and standard magazine architecture communicates newsworthiness and a keen sensitivity to its readers’ informational needs. To reach key executives in the industries and geographies the firm targets, Leverage Media developed a list of 80,000 names, to which it mails the publication in a polybag with a cover letter from the firm’s co-managing partners. LM also arranged for IPB to be available in bins at the Delta and USAir Shuttle terminals in New York, Boston, and Washington, DC. And, working through established relationships with a number of key business and legal publications, the firm was able to arrange for distribution in those magazine’s polybags. At present, total distribution of each issue of IPB is close to 200,000.

The Results
As a direct result of publishing IP Business, the firm has fielded some 1,500 calls and emails per issue, developed new business, and won a number of legal marketing awards.