"Jacoby & Meyers, the firm he co-founded, is now a mainstay on billboards across the nation. They were among the first to offer legal services to the middle class, soliciting clients through a then-novel advertising blitz that would become the blueprint for thousands of law firms. Today, it's hard to turn on the TV or drive a few blocks in Southern California without seeing an attorney ad. In 1972, when Jacoby and fellow UCLA law school grad Stephen Meyers kicked off their practice,"
"They wanted to change the game with low-cost, high-volume legal services. They accepted credit cards, offered flat fee rates, stayed open late and put offices in department stores. Reporters at the time called it the legal equivalent of a Big Mac - "quick, simple, convenient service at low cost." The State Bar hated the news conference, disciplining the duo for what they considered an act of unethical and distasteful advertising."
Leonard Jacoby died at 83 from complications of cardiac arrest in New York. He co-founded Jacoby & Meyers, which pioneered mass legal advertising and became ubiquitous on billboards nationwide. The firm aimed legal services at the middle class, launching in 1972 with a Van Nuys "legal clinic" and expanding across the U.S. The firm promoted low-cost, high-volume services, accepted credit cards, offered flat fees, stayed open late and located offices in department stores. The advertising blitz became a blueprint for thousands of law firms. The State Bar disciplined the founders for what it deemed unethical and distasteful advertising.
Read at Los Angeles Times
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