Editor's letter: Goodbye and farewell

The news of economic crisis in Dubai – triggered by the failure of bail-out plans for state-owned holding company, Dubai World – seemed proof, if ever it was needed, that the fiscal crisis of recent years has left few unscathed.
That is, it would seem, with the exception of Asia. In August 2009, the World Trade Organisation’s chief economist, Patrick Low, acknowledged that although the world financial crisis had changed the world, it had not been as severe in Asia as anticipated, particularly in the region’s largest economies such as China and India1. China, in particular, has seen its economic power far outstrip that of any other emerging country. To many in Asia, it is the new colossus.
In light of this, and taking advantage of the ‘new year, new start’ philosophy, it is with some sadness that I find myself writing my last editor’s letter for Legal Marketing. In January, I shall be emigrating to Asia to pursue an exciting new opportunity and as such will be waving a fond farewell to Ark Publishing and you, the readers of Legal Marketing.
In my time as editor I have not only witnessed impressive progress in the world of law-firm marketing and business development, but have also had the pleasure of getting to know professionals working in the sector across the world. I have seen marketing and business development rise up the law-firm agenda, only to be dropped back down again as firms reacted to uncertain economic conditions by putting marketing and business development initiatives on the backburner. Over time, we will learn what the true cost of such a reaction has been.
Certainly, the pressure on law-firm marketers to deliver has never been greater. I hope that Legal Marketing will continue to provide you with a valuable toolkit which you may use to tackle any obstacles you may face.
I would also like to take this opportunity to thank you all for your support of the magazine and particularly the magazine’s fantastic editorial board, who have gone out of their way to help and advise me throughout. And, of course, I would like to thank all of you who have contributed the extremely high standard of articles to the magazine to date.
If you have any feedback, or any ideas for features you would like to see in the magazine, contact kclifton@waterlow.com. I hope you enjoy this issue.

Lucy McNulty,
Editor

Reference

http://www.thaindian.com/newsportal/business/crisis-shifts-balance-of-economic-power-to-asia-wto-economist_100230205.html

Features

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John Monks considers whether we can do more with less.

Case study: Roschier This article is for subscribers only
Ross Cogan and Christine Vesterinen offer insight into European law firm Roschier’s recent website redesign.

Case study: Flint Bishop This article is for subscribers only
Carl Weston on the actions regional firm Flint Bishop has taken to safeguard against the introduction of alternative business structures.

Cover feature: A BRIGHT FUTURE? This article is for subscribers only
Drayton Bird considers how long lawyers can survive without a disciplined approach to marketing.

Regulars

The pitch doctor: Ruminations on retreat Free
Peter Rush on writing retreats and the ‘must attend’ business development conference of the year.

Opinion: Track and field Free
Fanni Vig on how web tracking can help your business grow.

Opinion: What to measure? Free
Anne Malloy Tucker offers her tips on how best to track the return on your firm’s marketing investment.

Opinion: Looking after number one Free
Andrew Dunn outlines four activities to support client and fee income growth.

Moss marketing Free
Naomi Moss, Trowers & Hamlins’ director of marketing, on the client-focused strategies that have seen her firm succeed in a strained economy.
Interview by Lucy McNulty

Thought leader: Coaching with care Free
At some point each year, a lawyer sees his firm’s judgment of his value reduced to a single number: total compensation. That number is loaded with meaning, particularly as it is compared to the ‘values’ assigned to peers.