That's what he specialized in covering. And it has paid off. Both in a career path and in influence.
So have the investments the lawyer-journalists at Abovethelaw.com made in niche subjects.
They include the Jones Day law firm (Joe Patrice) and the plight of contract lawyers (Kathryn Rubino). And the niche mission of that digital-only legal news site is to educate the world about the career perils of attending law school.
However, the players at Abovethelaw.com can all learn from Sherman's moves. So can all of us writers.
Sherman's niche topic, of course, is hot again. The latest development at The House that Roger Ailes built is that the star conservative commentator Bill O'Reilly is enmeshed in scandal. As with Ailes, who resigned, it involves alleged sexual harassment. Here is Sherman's analysis of if O'Reilly could survive the crisis.
Sherman's biography of Ailes remains a best-seller. It's "The Loudest Voice in the Room." Although published way back in 2014, on Amazon, it remains at 19,830. Here you can order it.
To try to distract from the publication of that book, Ailes' then personal public relations representative spent about $15,000. That was to buy an ad promoting a pro-Ailes biography. Such a move seemed odd since the bullish one was not new.
The media discovered Bob Dilenschneider of The Dilenschneider Group mad the purchase. Here is the media coverage.
Dilenschneider's mistake was not having a middleman entity do the buying. Any rookie lawyer would know how that should have been handled.
Since the deed was outed, the Ailes brand took another hit. Dilenschneider's behavior seemed reckless. Ironically, it also helped to position and package Sherman as a journalist with power. So, the Ailes-Dilenschneider scheme was counterproductive.
Fox News, owned by parent 21st Century Fox, is big business. Just the show O'Reilly puts on brings in about $100 million annually. As Sherman continues to track developments there he becomes more iconic.
The lawyer-journalists at Abovethelaw.com need to publish books on the niches which have become their signatures. The site's managing editor, David Lat, has already done that. It's a novel "Supreme Ambitions." Here you can order it from Amazon.
Patrice's focus is highly marketable because Jones Day former partners are part of the Trump Administration. Rubino's is too because more and more of us are on-demand economy workers. Uber has made our struggle to earn a living seem Dickensian. And it's not the best of times.
Takeaway for legal media: Develop brandname enemies as has Sherman. Those provide the platform for fame.
lace your sponsored content and links on Jane Genova's syndicated sites.
Inbound links range from Bloomberg to Bing to AOL.
High rankings on Google.
Complimentary Consultation firstname.lastname@example.org.