Oh, Martindale, what happened? Your brand was once the bomb diggity, as my teen would put it, but here you are now, just another product sold to Internet Brands, oh, I mean “in partnership with” Internet Brands.
The Martindale-Hubbell and lawyers.com “brands” live on, but does Martindale-Hubbell still exist as lawyers have come to know the company.
I’ve written about the slow demise of the Martindale brand numerous times in this blog. A list of articles can be found here.
Personally, I find no value in the old brand today. The AV rating doesn’t mean anything any more. I have found that it is only being used to sell vanity ads in ALM publications (Step Away from the Vanity Ads), and a bygone reminder of a profession that has evolved into a very sophisticated business.
Other than a few RFPs asking to list your MH rating alongside the attorneys other stats, I really cannot see a MH rating being a determining factor in the hiring of a lawyer, especially any lawyer under 40 who just doesn’t care, or have an affinity for the brand.
Sadly, I think it is time for someone to pull the plug on the MH brand and allow it to die with the dignity it deserves.