Joshuatree
28-07-2014, 03:53 PM
Primary Opinion (POP) 5c
MORE cynical types than Criterion would contend that giving lawyers a platform to spout their expertise is as redundant as giving Clive Palmer a forum to air his idiosyncratic views.
But Primary Opinion is a clever model that harnesses the lawyers’ output into a profitable agglomerated online model.
The rebirth of the old social chat mob Jumbuck Entertainment, Primary Opinion aims to be the go-to forum for learned articles on the latest trends, focusing initially on intellectual property.
Lawyers submit the articles — which typically appear in their firm’s newsletters anyway — for nix. The benefit lies in Primary Opinion’s ability to measure who is reading the content — and to target the material accordingly.
Primary Opinion generates revenue from charging for targeted distribution via the likes of LinkedIn, Twitter and Google, or industry associations.
Primary Opinion chief and 8 per cent holder Martin Burke says while the top-tier firms have the global networks and digital nous to herald their talent, smaller firms don’t. At the same time, demanding clients increasingly expect their maritime law attorney to be au fait with the latest tweaks to Korean shipping law.
Primary Opinion is a bet on the digital expertise of Burke, who ran Melbourne IT’s digital services division before it was acquired last year by Computer Services Corporation of the US for $150 million. The London-based Burke also held a similar role with Thomson Reuters and the Financial Times.
Content-wise, Primary is a free version of the global Lexology and Mondaq, which operate here. Like the Googles and LinkedIns of the world, Primary content is free to provider and reader, but it plans to make its dough through add-on marketing and audience measuring services.
The annual subscription price is $2400 for an individual and $12,000 for a firm-wide “all you can eat” version. Ahead of a “soft” launch next month, Primary Opinion has signed up 87 global IP law firms, with only one business development manager working the blower to date. Management targets 2000 firms by 2017 — a theoretical revenue base of $20m — as it zeroes in other specialties such as family law.
Backed by founder Tom King (formerly of Melbourne IT) and original Jumbuck backer Jeffrey Gibb Kennett, Jumbuck raised $3m ahead of its corporate chrysalis. The $650 billion legal sector is a fertile market in that the average mid-sized firm spends $500,000 on marketing. The key is for the company to demonstrate that it is parading the lawyers’ incisive observations to the right audience — prospective clients.
Primary deserves a spec buy given digital marketing is very much Burke’s backyard
New Kid on the block
MORE cynical types than Criterion would contend that giving lawyers a platform to spout their expertise is as redundant as giving Clive Palmer a forum to air his idiosyncratic views.
But Primary Opinion is a clever model that harnesses the lawyers’ output into a profitable agglomerated online model.
The rebirth of the old social chat mob Jumbuck Entertainment, Primary Opinion aims to be the go-to forum for learned articles on the latest trends, focusing initially on intellectual property.
Lawyers submit the articles — which typically appear in their firm’s newsletters anyway — for nix. The benefit lies in Primary Opinion’s ability to measure who is reading the content — and to target the material accordingly.
Primary Opinion generates revenue from charging for targeted distribution via the likes of LinkedIn, Twitter and Google, or industry associations.
Primary Opinion chief and 8 per cent holder Martin Burke says while the top-tier firms have the global networks and digital nous to herald their talent, smaller firms don’t. At the same time, demanding clients increasingly expect their maritime law attorney to be au fait with the latest tweaks to Korean shipping law.
Primary Opinion is a bet on the digital expertise of Burke, who ran Melbourne IT’s digital services division before it was acquired last year by Computer Services Corporation of the US for $150 million. The London-based Burke also held a similar role with Thomson Reuters and the Financial Times.
Content-wise, Primary is a free version of the global Lexology and Mondaq, which operate here. Like the Googles and LinkedIns of the world, Primary content is free to provider and reader, but it plans to make its dough through add-on marketing and audience measuring services.
The annual subscription price is $2400 for an individual and $12,000 for a firm-wide “all you can eat” version. Ahead of a “soft” launch next month, Primary Opinion has signed up 87 global IP law firms, with only one business development manager working the blower to date. Management targets 2000 firms by 2017 — a theoretical revenue base of $20m — as it zeroes in other specialties such as family law.
Backed by founder Tom King (formerly of Melbourne IT) and original Jumbuck backer Jeffrey Gibb Kennett, Jumbuck raised $3m ahead of its corporate chrysalis. The $650 billion legal sector is a fertile market in that the average mid-sized firm spends $500,000 on marketing. The key is for the company to demonstrate that it is parading the lawyers’ incisive observations to the right audience — prospective clients.
Primary deserves a spec buy given digital marketing is very much Burke’s backyard
New Kid on the block