John Wanamaker practically invented retailing. It was the late 19th Century, and he was bringing thousands of shoppers to his downtown Philadelphia department store with all sorts of gimmicks and innovations.

Advertising was one of these innovations. And, Wanamaker was spending fortunes on the city's papers.

Despite his success, Wanamaker used to complain. He'd say that he was confident that half of what he was spending on advertising worked… but that he couldn't tell which half.

Not Much Has Changed

Most big law firm managing partners understand how Wanamaker felt. You're probably planning your first campaign, looking for ways to do a better job with what's out there now, wondering if you're on the right track or idling somewhere in between.

Whatever your status, the following offers a few corrections or confirmations. It begins with a word about having the right expectations, the issue that usually stays on top for most managing partners.

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