LexisNexis teams up with Ingenio

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LexisNexis has teamed up with pay-per-call ad service provider Ingenio to enable two of its legal Web sites, Lawyers.com and the newly launched Attorneys.com, to feature Ingenio's pay-per-call listings.

The venture will offer a new way for attorneys to reach the millions of consumers who annually search online for legal services by connecting them in a personal way via a real-time phone call.

" We have long been interested in the legal industry as a user of pay per call, as studies show that attorneys spend about $575 million in advertising a year, and only $2 million of that is for online marketing," said Marc Barach, chief marketing officer at Ingenio.

Pay per call offers attorneys a new way to take advantage of both the search marketplace and the reach of online advertising, while allowing those seeking legal services to connect in the way they always have, by telephone.

Unlike pay-per-click advertising, pay per call lets attorneys earn potential clients' trust and confidence by talking to them. In addition to generating stronger leads through interpersonal contact, pay per call is performance based and advertisers pay only when potential customers actually place a call.

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