Advertising industry publication Advertising Age weighed in on the impact of the proposed gTLDs today. Although I would have thought an article about the creative possibilities of new gTLDs would have been more appropriate for Ad Age to cover, they focused on the costs associated with gTLDs – both in terms of applying for a gTLD and the cost of brand protection.
While their advice about research is smart, surmising that an up and coming energy drink company would could use a new gTLD (.powerdrink is their example) is pretty far fetched. I can’t imagine a new brand spending $150k+ to apply for a gTLD such as this – not including costs of managing their registry.
I think there are still a lot of questions to be answered before gTLDs are approved, and Ad Age is correct in advising that their readers look into the implications of new gTLDs. For readers of my blog, I will be posting an interview with Antony Van Couvering in the next few days, which should provide some good insight into new gTLDs.