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August 27, 2012

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Here's the The Lowdown from DN Journal,
updated daily
to fill you in on the latest buzz going around the domain name industry. 

The Lowdown is compiled by DN Journal Editor & Publisher Ron Jackson.

People and Companies in the News: DotGreen Community, Rob Grant & NameMedia

We've just published a new home page feature article that has the fascinating background story behind DotGreen Community Inc.'s campaign to land rights from ICANN to run a new .green registry - an effort that dates back more than five years. They are still at it and are now one of four entities competing for .green.

Within the next year or two a .green TLD will be one of hundreds of new domain extensions that are expected to go live as part of ICANN's new gTLD program. While a few new gTLDs have been launched over the past decade, the Internet has never seen a mass release of hundreds of new extensions at once. That is going to create a significant challenge for operators of new gTLD registries - how are they going to break through the clutter and achieve the public awareness they will need to sell enough domain registrations to become a going concern (and recoup the hundreds of thousands of dollars it will cost to launch each new gTLD)?

It will take a lot of marketing money and legwork to get over that hurdle - something that DotGreen Community Founder & CEO Annalisa Roger (the daughter of Internet pioneer Peter Leblanc) has always understood. That's why she and her .Green team have been spreading the .green gospel and building public awareness for the extension since 2007. Even so, with three other applicants also chasing .green, the race is still far from over, but what DotGreen Community has done to date serves as a textbook example of how to build public recognition and support for a new gTLD to give it the best possible chance for success. You can read all about it here

Annalisa Roger
Founder & CEO 
DotGreen Community Inc.


Rob Grant

A couple of week's ago we broke the story about Dan Pulcrano selling Denver.com to Peter Niederman, the owner of DenverRealEstate.com, in a seven-figure deal. Inman.com, the leading source of real estate news in the U.S., just picked up on the story yesterday and fleshed out their piece with a Rob Grant interview. Rob holds the world's best portfolio of geo-targeted .com real estate domains and he took the opportunity Inman presented to fill their professional real estate readers in on why domains like Denver.com and DenverRealEstate.com are so valuable. 

"It's virtual, but it's still real estate," Rob told Inman, adding that his geodomains are so valuable as investments that he's reluctant to sell them. He let one, ParkCityRealEstate.com, go for $60,000 in 2006 but since then he has concentrated on  leasing the geodomains he owns, something he has done with PhiladelphiaRealEstate.com and BeverlyHillsRealEstate.com, among others. 

Grant noted that as the owner of Denver.com, Niederman now has a huge advantage over his local competitors. "The name's extremely easy to advertise and the ability to tell sellers that their listings will show up on Denver.com is a powerful asset," Grant added.


Speaking of domain sales, NameMedia (who operates the AfternicDLS) announced the launch of a new "wholesale" domain  marketplace, DirectDomains.com, this week. The company said their research showed there could be a substantial opportunity in targeting "value buyers" with domains, so they are testing that concept with the new site.  

Director of Marketing Karen Dixon said, "As we do with all of our new products, we are launching first with our own inventory and, if successful, will enable this channel for our listing customers as well. Since we have grown our listings volume on Afternic by more than 100% over the last 24 months, we realize that our customers depend on us to always be investigating new ways to create sales opportunities, and this is just another example of that continuous innovation. This very current, quicker-selling approach will give domain buyers good reason to visit the site for bargains." 

(Posted August 10, 2012)  

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