That's essential to getting them to commit to subscriptions, which cost anywhere from under $1,000 annually for a sole practitioner to more than $100,000 for large firms, says co-founder Magnus Hoglund, who describes Law360 as being "like a Bloomberg for lawyers." "We think the best way to sell content is for people to experience it," he says. "You can't just tell people a publication is good."
Lawyers are biting. The profitable company, launched in 2003, grew from $6.5 million in sales in 2009 to $10 million in 2010. Hoglund projects $13 to $14 million in revenue this year.
CEO Phil Libin has turned note-taking software Evernote into a growing business by building a tool that nontechies love to use.
