Marketing in the Zeros (21st century that is): Marketing isn’t what it used to be. It’s no longer enough to put an ad in the Yellow Pages, the area lawyer directory, and maybe in Martindale-Hubbell if you’re feeling really flush. It isn’t even enough anymore to create a web page, a blog, a wiki, and to conquer metatags. There is no rest for the weary. You need to Research and Update, contantly, relentlessly. An interesting example of how a simple web search concept, Local Search, has wider implications for law firm marketing is here. Of course then there is always the sandwich board, which may be a punishment, but may also be extremely effective. But whatever advertising scheme is hot today, you can be sure a hotter one will show up next week, or even tomorrow. Research Rules, but so does having a good crap detector as Hemingway knew.