Divorce lawyers seeking an edge in a crowded legal marketplace have found a niche they say pays off in good times and bad: appealing to men who fear getting a bad deal.

With sports magazines in the waiting room and radio and TV spots that promise to put men first, "divorce for men" law firms position themselves as the best defense a soon-to-be-ex-husband could have in the struggle to keep his kids, his house and his money.

They...