In the late 1980s, law firms wooed would-be associates with endless rounds of cocktail parties, barbecues and nighttime cruises that provided informal settings for getting to know the firm and its partners. As the industry surges again, competition is once again fierce for the best and the brightest. This time, though, senior law firm managers are being called to meet the younger generation where it lives — on the Internet.

At least one Los Angeles law firm is rushing to meet the challenge. O’Melveny & Myers, one of California’s largest and oldest legal institutions, recently put longtime litigation partner Mark Steinberg to work creating a slick Internet newsletter for incoming summer, as well as fall, associates.

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