Per a recent Reuters Institute study, in the U.S., 21% of the journalists people say they pay the most attention to represent individual entrepreneurs.
This compares to news brands at 37%.
I’m sharing this in light of how many people turn to legal blogging lawyers.
Per the study, pre-Internet, a journalists’ career was inextricably linked with the outlets they worked for. But the rise of social media and other tech platforms has allowed many individual journalists – along with many others, whether activists, creators, influencers, or political figures – the opportunity to break away and build their own profiles independently of any particular news brand.
Same for lawyers. In the pre-internet age, lawyers looking to publish in order establish thought leadership and a book of business needed to go through gatekeepers who would decide who gets published and which articles would get published.
Publishers including bar journals, Thomson Reuters Westlaw, LexisNexis, Wolters Kluwer, Mathew Bender and the like had strong and trusted brands. More trusted than individual lawyers.
Not so today. Lawyers publishing niched focused blogs have more credibility in the case of many readers, whether they be an in-counsel, a small business person or a consumer.
Looking at the graph below, I’d bet blogging lawyers are right on the heels of traditional legal publishers as to whom the consumers of legal services turn to for trusted insight and commentary.
Assuming so, 21% of the legal commentators people turn being legal bloggers would be a heck of a number achieved in such a short time.