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QWhat do Attorneys want their advertising budget to do?

I I'm in sales for a TV station group and it's blowing my mind that attorneys are still investing so heavily in yellow pages. We have SO few attorneys who advertise on TV and Radio as they won't even consider it. The few who have shifted out of the yellow pages and into TV, particularly, have never looked back. They swear by it! So, from an attorney's perspective, what's the deal? What are attorneys looking from from their ad budget? Is it yellow page ego or fear of the unknown? I'd genuinely like to know what the real reason is.

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