Legal media outlets have adjusted their business models to emphasize more surveys, more nominations, more paid profiles, and more direct sales efforts to partners. Some firms have seen a quadrupling in the number of surveys completed this year vs. the same period in 2011. Similar trends hold for partner nominations (lawyer of the year, pro bono lawyer of the year, etc.). And, then there are the directories. As media continue to launch surveys to boost their bottom lines, law firms, legal staff and lawyers are having to invest much more time/effort adapting to the new environment. This session looked at the trends and address a number of key questions. Christopher Rieck , Director of Media Relations at McDermott Will and Emory and Nick Clarke of Alston & Bird led the panel.