5 With...

5 with… The Honorable Neil Brown QC, UDRP Panelist

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Honorable Neil Brown QCThe Honorable Neil Brown QC has had a distinguished legal and governmental services career for the Australian Federal Government. Mr. Brown has practiced in many areas of law, primarily in commercial, construction, and intellectual property-related matters. Mr. Brown served as a member of the Australian Parliament, and he was a Minister and Shadow Minister in the Federal Government of Australia.

In addition to these roles, Mr, Brown served as a delegate to the General Assembly of the United Nations, as well as other national and international organizations . In 1980, he was appointed Queen’s Counsel, a highly regarded legal title.

Mr. Brown currently serves as a UDRP panelist as a Member of the Panel of Arbitrators and Mediators at the National Arbitration Forum, and as a Mediator at the World Intellectual Property Organization. Recent UDRP decisions over which Mr. Brown presided over include Razorbacks.com, StreetPrice.com, WeThePeople.com, and Churchhill.com.

If you are interested in learning more about Mr. Brown, you may visit his personal website, NeilBrownQC.com or his domain website, DomainTimes.info.   I’d like to thank Mr. Brown for taking the time to respond to my questions.

EJS:   How did you become a panelist on domain UDRP cases, and what makes them interesting/rewarding for you?

NB: When I left government I went back to the Bar but became interested in arbitration and mediation and like some others fancied myself as an international arbitrator. So I undertook a course to become qualified in international arbitration (miraculously I passed) and have since had two international arbitrations as well as some within Australia. During the course, one of my colleagues was speaking about how hard it was to break into the field and he said the only area where he had succeeded at least in part was in domain name work. This sounded interesting and over lunchtime I got him to explain what it was. Its appeal to me was that it was a form of arbitration and was in the intellectual property field which I like. I applied to go on the WIPO panel, was accepted and then gradually got onto the panels of the main international providers and some Australian ones.

I find the cases very interesting. Reading the submissions, especially in defended cases, gives me a thrill, as you do not know how the claim is going to be cast and or how it is going to be rebutted and it is fascinating as all of that tumbles out.It is stimulating intellectually. On another level the cases are rewarding because we are playing a major part in fashioning the jurisprudence of a completely new area of society, for the internet must be the most revolutionary change in the way we communicate , do business and socialise since the invention of the printing press and we are all taking part in it and in how and where the boundaries are determined.

EJS: Is a parked page treated substantially different than a domain name used as a website, and if so, how much development is necessary to protect a domain name (needs to have a business, frequent updates…etc)?

NB: Because the UDRP does not have hearings or oral witnesses, the panelist has to draw inferences from the case presented in writing and put some flesh on the bare bones of the submissions. So hard evidence such as the content and us of a website is useful in helping the panelist get to the bottom of what the parties were doing and why and in helping to discern their true intentions. Of course a landing page may make this clear by itself, but an active website is good evidence of an intention to use the domain name in a particular way. Of course every case must be judged with an open mind on the facts of that case.

EJS: Do you think the number of clear cut cases of cybersquatting have caused some panelists to have a jaded view of domain investors, even those who haven’t been subject to previous UDRP filings?

NB: I cannot speak for others, except in so far as their views are expressed in decisions, but in my case the answer is no, for several reasons. First, an arbitrator or judge should not bring to the table a   jaded view on anything; the panelist should be open minded and judge the case on its facts. Secondly, domain investors have a role and have every right to be treated fairly and without a jaded view being brought to bear on their activities, just like the other side.

EJS: How do you feel about the proposed “fast tracking” of UDRPs, and do you think there are major issues with the current UDRP process?

NB: All arbitrators and judges should be prepared to work in the system that exists. So I hope I would adapt to whatever changes are made, if any. But I have been a little surprised that there has not been more discussion of the proposed ” fast tracking”. It should at least interest everyone in this community , no matter what conclusion they reach.

There are of course contentious issues in the UDRP process but I do not want to express a view before the facts and issues in a particular case have been presented to me.

But for me the most important issue is that parties and their advisers should present the best evidence they can on issues in the case. Many panelists have said that assertions are not enough and that cases, on either side, must be proved. I have used my website at www.domaintimes.info to make that point several times.

EJS: What do you feel has been the most difficult decision for you and why?

NB: Some have been difficult because of complicated facts and history. But I would choose a more nominal case rather than an actual one to mention and repeat the previous point that the most difficult case for the panelist is the one where assertions are made but evidence is not presented.

Bonus Question:

EJS: Unlike court decisions which are generally made based on previous court decision, UDRP cases aren’t based on established case law. Do you think UDRP rulings have been consistent or do you believe there are a lot of inconsistent decisions made on UDRP panels and why?

NB: You are right in that previous decisions are not binding in UDRP cases and are not binding in arbitrations in general. But the decisions are useful and if consistency can be achieved by relying on those decisions on points that regularly arise, it gives some predictability to the system which is helpful for parties and their advisers.So in that regard the WIPO Overview has been valuable in clarifying some issues and is a valuable collection of opinions.

But even there, you will see that although most views are consensus views, there are some issues where there is a majority view and a minority view and it is doubtful if a consensus view will ever emerge on some of those issues. The main issues where that division has occurred are confusing similarity in the so called ” sucks” cases, whether there is a right or legitimate interest in a reseller, issues where free speech arises, fan sites and whether bad faith registration and use can be found where the Respondent has constructive notice of the Complainant’s trademark.

So previous decisions are useful but they should not control the decision and are not as important as is a proper analysis of the facts and the relevant law in the actual case before the panelist.

Nor are the decisions in undefended cases so valuable in defended cases where the panelist who decided the case being cited did not have the advantage of hearing an   argument against the conclusion that was reached.

Inevitably there will be decisions that appear to be inconsistent but on closer examination it will be seen that they are not inconsistent because the facts of the case are different.

Trusting that this is of some interest.

5 with… Rick Silver, n49 Interactive

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rick silverRick Silver was recently introduced by Rick Latona as the new panel moderator for upcoming Traffic shows. I had the opportunity to meet Rick (and his wife) at the Traffic Amsterdam conference, and I think Rick Latona made a great choice.

Rick Silver’s company, N49 Interactive, owns one of the best portfolios of generic .CA domain names, and almost all of them are developed, revenue producing websites. Some of his company’s sites include Dining.ca, Maids.ca, Resorts.ca, Schools.ca, Advertise.ca, Decorators.ca, and many, many more.

Right after the conclusion of the conference, I asked Rick if he’d be willing to do an interview on my blog since I hadn’t had the chance to interview someone whose done so much with so many fantastic generic domain names. He agreed, but due to both of our hectic schedules, we only just recently touched base about this.

It will be great to have Rick Silver at upcoming Traffic conferences – both because of his domain knowledge, but also because of his development expertise. Thanks to Rick for agreeing to the interview!

EJS: How do your generic domain names compare to the big brands in search engines, and how do .ca names compare to .com in search engines?

RS: Google and other search engines definitely give weight to the URL in determining rank. Just as generic domains have credibility with a human assessing a site, so too does Google give credit to generics. Take 2 plumbers; one with the URL JoeandSonsPlumbing.com and the other using PlumbersToronto.com. Assuming both sites have somewhat
equivalent content and link popularity, I would bet on PlumbersToronto.com to achieve the higher rank.

n49 network sites like AutoGlass.ca and Weightloss.ca often out rank big brands like YellowPages. Google is pretty good at returning actual plumber’s websites or niche sites in the particular vertical. Google doesn’t always want to put big brands like Yellow Pages or Home Depot at the top.

.ca’s domains and ccTLDs in general perform better when searching within the country. So .ca domain names tend to have an advantage on Google.ca vs. Google.com. It’s important to note that Google will redirect Google.com to Google.ca or Google.co.uk if it detects that one’s IP address is in that country.

EJS: Is there an opportunity for domain investors to utilize the platform you’ve built with their names?

RS: The n49 platform has been designed to allow partner domains provided they are generic .ca names that represent a category of products or services.   Typo domains or simple generic words don’t fit our model. Our ultimate goal is to provide targeted and meaningful content at generic .ca domains under a common umbrella that would promote direct navigation and provide a way to connect consumers with businesses.

In 2010, one of our goals is to replicate what we have done in Canada globally by providing a platform that allows for the rapid and mass development of generic domains on a global scale centred around connecting people with products and services.

EJS: What did you enjoy the most about TRAFFIC Amsterdam, and if you could add something to the show for the future, what would it be, especially now that you are the official moderator?

RS: Aside from the networking, the parties and meeting other domainers from around the world, the show was an eye opener for the vast opportunities in the global domain space with ccTLDs and also IDNs. Currently only a select few know the various ins and outs of acquiring country code domain names. This is the new frontier of domaining. Sure .com is king, but it’s no longer a .com world. It’s a ccTLD world. In addition we sold 2 domains at the auctions netting about $35k!

Going forward, I would like to see TRAFFIC provide greater depth in the seminars and on the panels. I come to these shows to learn something new and to discuss what strategies others are using that might work for me, and clearly improving monetization and development are key topics. And don’t talk developing unless you are prepared todiscuss SEO, CMS, UCG, building community etc. So there’s a lot to talk about.
EJS:   What do you think is currently the biggest threat to the domain investment business?

A (perceived) lack of integrity continues to dog this industry. When a guy like Arlington calls it a “Dirty Business” it doesn’t help promote investment in the industry. People would not buy stock if they didn’t trust the stock market. And while the sector, and certainly the value of domains have begun to command respect, it’s unfortunate that the actions of the few cast a shadow on the morality of the entire industry.
EJS: What do you think is the best opportunity in domaining right now and into 2010?

RS: Well first off I think that some form of development is the best way to increase the value and monetization of select domains, but as for the acquisition of domains here are my   TOP OPPORTUNITIES FOR THE AVERAGE AMERICAN DOMAINER:

a. Overabillionpeople.in – because India is experiencing massive growth and because they all speak English there and because only Jeff (and a few others) get it.

b. itsyourcctld.us – hello America! .us is your thing. One day you will get it. When I search on .com (from Canada) I figure I’m
searching the world, not the USA.

c. Justovertheboarder.ca – Sure Canadian presence requirements keep out the riffraff but really it’s so easy for the serious domainer to establish a presence. .ca is undervalued for sure. But of course I’m biased.

d. CategoryGeo.com – There isn’t much low hanging fruit in the .com world unless you have big bucks or are prepared to invest and develop. I do see a trend toward people using more hyper local keywords in searches and so domains like PlumbersArea.com, where area could be as small as a neighborhood. Plus even plumbers are wiseing up to the internet and are often buyers of such domains.

5 With… Jay Westerdal, CEO, .Movie

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Many months ago, I interviewed DomainTools founder Jay Westerdal in one of the first “5 With…” interviews I did. Since then, Jay sold his company to Thought Convergence, which has moved right to the top as one of the domain industry’s leading companies. Their services run the gamut – parking (Trafficz), conference (Domain Roundtable), domain auctions (Aftermarket.com), tools (DomainTools), and many other products and services.

Jay is also involved in another project as CEO of the .movie registry, which hopes to secure the .movie gTLD. The general premise is that every year, hundreds of movies are released via different channels, and many struggle to match the .com domain name with the title of their movie. The .movie extension would allow production companies to choose the name of their movie in the .movie extension. An example of this would be that Paramount Pictures could register StateOfPlay.movie instead of the dumb domain name they chose, StateOfPlayMovie.net.

Just a couple of weeks ago, I interviewed Antony Van Couvering, founder of Minds + Machines, a gTLD consulting company, and CEO of .NYC. If you have any interest in gTLD domain names, that’s another interview you might want to read.

EJS:1) Who is involved in .Movie and are there any movie studios involved as partners or passive players?

JW: We have talked with a number of studios so far and they like our vision. There are six major studios which we have a good working relationship with at this point and expect that to grow. We have raised or got commitments for just over $5 Million dollars from Investors and we might be interested in raising more. I am not going to mention the investors by name but most people reading your blog would recognize their names. Our vision is very clear. We want to create a namespace where movie goers trust that they can direct navigate to a movie just by knowing the name of it. BacktoTheFuture.movie would work in this situation along with every other example of a movie name. We are going after two TLDs .Movie and .Film and with one registration the registrant would get both domains.

EJS: 2) Will the .Movie registry have a directory of .Movie sites classified by genre, release date…etc?

JW: No, we are a pure registry with no special tools. We will leave organizing the world’s data up to smart people like Google, Yahoo, MSN, or the like. We want to be just a TLD for movies. Every movie should have a type-in domain at our registry with no speculators allowed.

EJS: 3) Will the .Movie registry offer special development tools for website owners?

Nope, we offer nameservers for the TLD and the things you would expect from normal TLDs like .COM or .INFO. Just the basic DNS stuff along with a ultra strong UDRP which favors studios.

EJS: 4) How will .Movie compete with Movie.com/Movies.com?

JW: We are not competing with Movies.com, we are a TLD for movies. Every domain in our TLD will be owned by the movie owner. We are not operating a website, we are enabling direct nav websites for movie studios. I think the vision for this started because I was a domainer with a lot of ICANN experience, I got frustrated looking at trailers for new movies coming out and seeing that they had horrible domain names. So I decided I would help the movie industry and create a TLD
just for them with no outsiders allowed in to clog up the good domains.

EJS: 5) Do you expect to run a TM landrush, and how will domains be awarded, ie CasaBlanca.movie where a TM might not be valid?

JW: We expect Warner Bros. Pictures will register Casablanca.movie. We are not encouraging registrations inside this space unless the registrant owns film rights to a movie of the same name. We will present big hurtles to register in the space and we expect only a few outsiders to come in, domains like Google.movie might actually go to the Google search engine which indexed the movies rather then a film about Google.

Our goal would be to allow movie companies to register great names like Ducks.movie for just $10. Keeping speculators out will require the mind of a domainer because we want to keep the space open for anyone but only encourage movie studios and special edge cases like search engines. We would not want Google coming in and registering Search.movie they should be using their trademark instead. Generic domains would go to a studio that had a film named Search or The Search. Unless you had a trademark in the space don’t expect to come it. Even with a TM we know there are loopholes like registering TMs just to come in and speculate; we will guard against that and throw speculators out. More information can be found on our website www.dotmovieregistry.com.

EJS: 6) How long do you think it will be until we see these type of gTLD approved by ICANN?

JW: I expect this TLD to be approved in 12-24 months and operating in the root.

5 With… Antony Van Couvering, gTLD Expert

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Antony Van CouveringTwo years ago, I was introduced to Antony Van Couvering by Frank Michlick, because we both live in New York City and were interested in getting together with other industry professionals in our area. Since then, Antony and I have attended all of the NY domain get togethers, and he has been a resource for me when I’ve had questions about gTLDs. In fact, he is one of – if not the most knowledgeable person about gTLDs.

Antony has a diverse background, having grown up in the U.S. and overseas (Africa, Europe, Middle East), and he holds a degree in comparative literature from Columbia. He started NetNames and NameEngine, which handled domain names and associated marketing and intellectual property issues for large corporations. After Antony sold NameEngine, he worked for VeriSign for two years.

After this, in 2005, Antony founded his web consulting company, Names@Work. During this time, Antony worked in collaboration with DomainsBot, assisting the company with business development, product development, and marketing. He also set up and negotiated a major investment in DomainsBot from Sedo.   Antony is now the CEO of .NYC, the top-level domain for New York City, and the founder of top-level consulting firm, Minds + Machines, with other industry veterans.
EJS: Other than acting as a supporter, what role will the city of New York have in regards to .nyc, will city offices use .nyc for their websites, and will they be involved with promotions?

AVC: We see the City of New York is a vital part of the .NYC top-level domain. .NYC should be run on behalf of New Yorkers, and the City is the best representative we have of the wishes of the people who live here. The City will receive a substantial portion of our revenues and we hope to involve them in a serious way in the outreach and marketing of .NYC to the residents and businesses of New York.

The City will have a permanent advisory role with regard to policy. For instance, several officials have expressed concern about spam, phishing, and some of the other ills that plague the Internet. Our view is that we need to do everything we can within the law to make .NYC a livable namespace. So we look forward to putting together policies that reflect our experience in the domain name world, with the assistance of the City to make sure that they reflect the wishes of New Yorkers and are consistent with the laws of New York. We will also look forward to their suggestions. There will be some learning on both sides; I’m sure that not everything that the City wants to do will be permissible under ICANN guidelines, and on the other side not everything that we think is a good idea is going to work in the real world of New York. But I am sure that .NYC is a great thing for New York City, and all the people I’ve talked to in City government agree — so we’ll find solutions to the issues as they come up.

As far as use of the .NYC top-level domain for City uses, we’re reserving a lot of names for use by them — names of city agencies, names of official City divisions (e.g., brooklyn.nyc), and other names that reflect official city business. New York City has a very successful web presence using nyc.gov, and it’s up to the City if and when they want to transition to .NYC. In any case the names will be there for them, we’ll hold the names off the market for their use.

I view this as a partnership, so the City’s role is important and indispensable. I’ve been a resident of New York City for over 30 years, but that doesn’t mean I know everything about it. On the other side, the City has a lot of experience in delivering city services through the web, but that doesn’t mean they know about domain name governance.

I should add that our experience is very similar to what applicants are seeing in other new TLD cities, such as Barcelona, Berlin, Paris, and Tokyo, as well as for regions, such as Scotland, Wales, Brittany, and Galicia. Governments are interested and willing, and are partnering with people who know the space. The form of the partnership may differ, but the essential effort is the same.

EJS: How will .nyc deal with local marks that might not be in the USPTO? For example, what happens if someone wants to register DallasBBQ.nyc, knowing that there are a few Dallas BBQ restaurants in the city, but no federal TM in the USPTO?

AVC: That’s a great question that I’m sure a lot of people are asking. I’m not a trademark lawyer, but I think I can be helpful. In the U.S. we have common-law trademarks, which means that you acquire rights in a mark by using it in commerce. So DallasBBQ would qualify under U.S. law as a valid trademark and they would have no problem qualifying for a .NYC domain name. As other TLDs have done at launch, we’ll hire a trademark validation expert who would decide which trademarks are valid, according to our policies and the law.

EJS: How can your company’s services be used to help other companies who want to apply for their own gTLD?

AVC: I run a company called Minds + Machines as well being CEO of DotNYC LLC. That happened because I was searching for a registry operator for .NYC and I realized that I knew just about as much as any of the incumbent registries, and that they all wanted to charge an arm and a leg. So I licensed the CoCCA registry platform for new gTLDs and added consulting services on top. CoCCA is currently used by over 20 ccTLDs, but they didn’t want to get into the gTLD namespace, and since we’ve had great relations for a long time, they were happy to help. I founded the company with Jothan Frakes, who’s the COO, and Elaine Pruis, formerly of CoCCA, who’s our VP of Client Services. We have 4 other people working with us full or part-time, and we expect to grow that substantially.

Recently, we signed up .ECO, which is supported by Al Gore’s Alliance for Climate Protection, as well as the Sierra Club, Surfrider, and a host of other environmental advocacy groups. We got them up to speed on ICANN, told them what would and wouldn’t work, and just helped them through the process. This is an example of great idea for a new TLD, run by experienced business people who know how to do their own marketing, which is something completely new to the TLD world. We think it’s going to do really well, and it’s one kind of TLD we want to work with.

At Minds + Machines, we work with anyone who meets two criteria. First, that they want to start a new TLD. Second, that we believe in their idea. It could be a brand, a city, a region, a membership organization, an entrepreneurial TLD. We explain the ICANN landscape, do some reality checks on their financial projections (or help create them, if they don’t exist), give advice and assistance with the ICANN application, meet their investors if they need that, help design their Sunrise and Landrush efforts, establish relations with existing registrars, find them staff to hire, and so on. The whole nine yards. Then we’ll run the registry on their behalf. Our prices are a lot cheaper than anyone else’s, and we’re very service-oriented. We try to make it workable for good ideas — for instance, if you hire us for consulting, and then use our registry, we’ll refund you the entire amount of your consulting fees from our registration fees once the TLD is live. We’ve had a great response, we’re currently in discussions with over 20 potential new TLDs.

EJS: What do you think the annual costs will be to maintain a gTLD registry (.Elliot for example), and what things do companies or individuals need to consider before applying for one?

AVC: There’s a lot of different ways to respond to this question. At the startup phase, if you just look at ICANN fees, you would need to spend $185K for the application fee, and maybe (if you’re unlucky) fees to deal with any competing proposals or to objections. If — and it’s only an if — that happens, you could be looking at $500K. And then there’s the possibility of an auction, where it could go very high. So if you want .web, or any of the “obvious” TLDs, you should be prepared to spend quite a bit. On an ongoing basis, you’re looking at $25K a year minimum from ICANN (up to 100,000 names), plus whatever it costs to maintain the registry. At Minds + Machines we charge $1.50 per name per year, and the competition charges up to $4 per name.

If you’re thinking about doing a new TLD, you need to think about a few things. First is, do I need to make a quick exit? Almost every TLD makes money in the medium term. Suppose you match VeriSign’s wholesale price (about $7 per name per year) to registrars. With an industry-wide 75% renewal rate, and the across-the-board annual domain name growth rate is 15%, it’s a nice annuity even for a medium-sized TLD. That said, it may take a year or two before you get to a comfortable size.

I would also think hard about the business model — not every TLD is going to get huge numbers, but there are so many other ways to use a TLD. For instance, you could get a name for a profitable vertical niche and do extremely well with just a few sites. For instance, if you applied for .limo, you could have sites for each major city — nyc.limo, vegas.limo, etc. — as well as functional names such as weddings.limo, graduation.limo, and so on. That’s just one business model. There are others too — it’s a question of using your imagination and then seeing how to accomplish what you want within the ICANN rules.

Don’t depend on the registrars to market your TLD. Registrars are interested in marketing themselves, not you. The smart TLDs will be thinking hard about how to reach their target market and putting resources behind that effort. “Build it and they will come” is not a strategy that will work anymore, if it ever did.

Finally, if you’re thinking about doing a TLD, do it now, and announce it as soon as you’re able. It’s very possible that someone else is thinking about doing “your” idea, and you really don’t want to be the second person with the idea. There are so many possibilities for TLDs that announcing will probably just convince the competition to do one of their other ten ideas, where there’s less chance of an expensive auction. Even if they don’t go away, they may well come to you looking for a deal, and you’ll be in excellent shape.

EJS: When do you hope to see new gTLDs approved, and when do you realistically think we will see them in the market?

AVC: It looks as if the application window will be Feb – March of 2010. Realistically you will see new TLDs in the market by summer 2010, with the majority opening toward the end of the year.

BONUS Questions!

EJS: Why are you so bullish (as opposed to bearish) on gTLDs?

AVC: In an already very crowded online world, you have to have visibility to get noticed, and a top-level domain (you can’t go any higher), especially if you get it in this window, provides that. I’ve seen the same issue in the ccTLDs, a space I worked in for a long time. How many companies and individuals from India have domain names? Millions. But how many use the .IN domain name — not very many, though recently the number is growing. For many years it was nearly impossible to get a .IN name, and as a result you rarely see it on the web. That has been a huge cost for India, which allowed their innovative tech entrepreneurs to brand VeriSign’s .COM instead of their own country TLD.

For a brand owner, having your brand name as the destination for your customers on the web is ideal. How much money do major corporations spend on branding, and how effective is Internet visibility? To me, it’s a no-brainer to brand yourself instead of a domain extension like .COM which has nothing to do with your brand. For a city, it’s a tremendous aid to tourism and local business, with great possibilities for civic initiatives. Another key advantage, if you keep your TLD clean (in other words, take steps to discourage warehousing, non-working sites, and template sites), is that search engines will pay attention. For instance, .NYC will be about New York City in a meaningful way, and if Google wants to deliver relevant searches (which it does), then it will favor the .NYC TLD when someone types in “nyc” or “new york city” or “manhattan” or any other New York-related term.

Also, I just love the innovative business plans I’m hearing around new TLDs. There are so many things to do with a TLD, and if you own a name at the top level you can never be usurped. People talk about how users automatically default to using .com, and how that will never change, but frankly that’s just silly. No-one has ever produced any empirical evidence to support that idea. In fact, the evidence points to the opposite: everyone used a radio, and they still do, but it didn’t take long to switch to television. Everyone used 8-track tapes, until cassettes came along, and they were displaced by compact disks. If there’s a benefit, people will switch. Outside of the U.S., people routinely use multiple TLDs without a second thought. I’m completely convinced that this is an inflection point in the Internet, and that there are green fields, and great rewards, for people with imaginations and a few dollars to spend.

EJS: Wild card

AVC: If you just want to throw your .COM names up on PPC pages and hope and pray that revenues go up again, and that Google and Yahoo one day decide to mess up the whole parked pages ecosystem, then probably you should stay away from new TLDs. Each one is a business that requires the things that businesses usually have: staff, meetings, web design, customer relations, insurance, all that stuff. It’s really not dissimilar from what you do, Elliot, when you decide to develop one of your .COM geodomains, such as lowell.com. A new TLD is just another domain with a business wrapped around it, which needs care and attention to its strengths and weaknesses. Its customers could be registrars, but they could also be consumers, it just depends on your business model. Find your idea, run to your corner, protect that space, and develop it. This is a great time to be imaginative and bold.

5 With… Craig Rowe, President, WhyPark

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WhyPark is a unique company whose platform can allow you to customize dozens, hundreds or thousands of domain names into websites with fresh daily content and multiple monetization options for just $.99/each (or less in bulk). Instead of solely relying on type-in traffic to produce revenue via parking, your site has a much better chance at being indexed in Google, which is especially valuable for long tail keywords, as the search engine rankings tend to drive a majority of the traffic.

One of the things I like best about WhyPark is the ability to integrate a custom design, logo and content, while getting the added value of their platform.   Initially, I had commissioned a custom design and logo for Oenophiles.com (oenophiles means “wine lovers” in Latin), and had about 25 articles custom written for the site.   With WhyPark’s help, I now have a regularly updating website that looks great and is easy to manage. I also chose to use the WhyPark feed to monetize the site, but you could choose to use Adsense instead if you would prefer.

I had a chance to talk about WhyPark with company President Craig Rowe as well as VP of Business Development, Stephen Douglas.   Both of these guys are knowledgeable about the domain industry and the company is thinking like domainers to solve domainer problems.   I am happy with how Oenophiles.com looks, and maybe WhyPark can help you, too.

EJS: What are the advantages of using WhyPark over domain parking, and in your experience, what revenue impact are you seeing on WhyPark names that were previously parked?

CR: WhyPark’s market isn’t competing with traditional parking services such as Parked.com, Domainsponsor.com, or Trafficz. We are looking for domains that would be better suited in gaining organic search traffic from content development as opposed to the ever popular, more elusive “naturals” (typein traffic). Most domainers have a large portion of their portfolios that contain longtails and domains that have “brandability” but aren’t getting that direct navigation.

Using WhyPark, the first benefit for domainers is that for only $0.99 per domain, they can get relevant content on domains they are selling to end-users. My own experience is that end-users get a better “feel” for a domain they want to buy if the content on the domain’s website matches their products or services, so getting a simple content website (which the customer can enhance by adding more content and graphics) helps a domainer get better interest in their domain, and possibly enhancing the overall value of the domain.

On the other side, if a domain is getting no traffic at a parking service from typeins or backlinks, then the only other solution is to try to get organic search traffic from search engine results. This is a hard game to play, because every website that is built with the intent on making money is trying to get into the top ten search results on every search engine. However, the game can be played many different ways. If you have a longtail domain, you can vary your keyword placements to bypass the ‘common’ search words, and submit more esoteric and niche oriented phrasings. This will give your domain a better chance at coming up in the first page results of a search. This is the secret to monetizing non-performing domains, but you need to think about your keywords, or hire WhyPark’s professional team to do the keyword research for you.

WhyPark’s advantages over traditional parking services really kicks in when you are dealing with domains that aren’t performing. Not only does our content give you the chance to get relevant traffic in your domain’s niche, but it also puts your domain in the position of getting indexed by search engines, which again adds value to your domain.

EJS) What types of names are ideal for WhyPark’s platform?

CR: Longtails, brand names (non TM’s), niche generics, and especially ccTLD’s and Secondary Level Domains, such as .Pro, .name, .me, .mobi, .biz, .info, etc. These domains don’t normally get typein traffic, and depend on content to gain visitors from organic searches. Many of WhyPark’s customers are putting their non-TLD’s, even one word generics, at WhyPark and seeing traffic for the first time.

EJS: Since inception, what improvements to WhyPark’s platform are you most proud of, and how are they benefiting domain owners who use WhyPark?

CR: It is extremely simple for anyone to add their domains, get content on them, add your own original content, select templates, change templates on the fly, add their own adfeeds and revenue generating links, add graphics, and generally have a good time playing around with creating a website they want with their domain, and at a starting cost of only $0.99 or less (depending on the amount of domains you bring over at the start of your account). We think our user interface is one of the best-designed systems in the domain industry. Simple to use!

EJS: For someone with 500 domain names, how easy is it to set up an account, load the domain names, and set them up?

CR: First of all, if someone wants to bring over 500 domains, they can request a discount pricing instead of $0.99 each domain. Secondly, adding their domains is simple. The longer involvement is in the setup of the keywords, because we give you the opportunity to add 20 different keywords or phrases to each domain to pull in the relevant articles that will help get your domain indexed on the search engines and provide a good user experience for the visitor. However, in bulk amounts, we can give customers affordable pricing per domain and our team will set these keywords up for them… with 500 domains, the cost for “managed setup” per domain could be as low as $2.00 per domain. Surprisingly, 500 domains that don’t perform or get indexed by parking them elsewhere will get relevant content and setup for less than $1500 at WhyPark.

EJS: Other than Oenophiles.com, what are some of the best sample WhyPark sites?

CR: AirlineRewards.com, DigitalMammogram.com, SkiTrips.travel, FullTextFeeds.net, SportsmansWeb.net, PregnancySafe.com, ClevelandOhio.travel, Cgi-Java.com. These are examples of sites that wouldn’t otherwise have seen any type-in traffic, but now do.

EJS: With WhyPark’s platform, what types of revenue generation strategies can be used (Adsense, affiliates, WhyPark feed…etc)?

CR: WhyPark is unique in that it allows users to add all types of their own third party ads, affiliate offers, download links, storefronts, third-party ads, and more, as long as they are legal, of course. We also offer our integrated ad feed that work similar to that of a two-click landing page. Each page on a WhyPark site that uses our feed has related search terms and a search box. Clicking on one of those terms or searching for a term generates a page of sponsored links that are monetized through PPC. Also, on each content page, we have related terms that are associated with that page’s content. So, it provides a highly relevant experience for the visitor and ultimately funnels the visitor through to a revenue event for the domain owner.

EJS: What features scheduled to be rolled out in the near future are you most excited about?

CR: While we can’t talk about the specifics until they’re done, we are excited about a lot of the new features in the works and just completed. We rolled out a suite of new managed and promotion services in the new platform. So, for those customers who want unique content, design customizations, link building, etc. while still having complete control over their domains, we offer low-cost solutions to do it for them.

We’re always working to improve the monetization, performance and overall relevancy of sites as well. So, we continue to source and license new content and make changes to create better sites. We launched ContentPromote.com a few months back to connect with bloggers and authors to distribute their content through WhyPark sites and we’ve added about 500 new sources of quality, screened content through that program alone, with more being approved daily. We’re also developing some new monetization methods to allow domainers to earn revenue in ways that aren’t available with traditional parking. As this industry continues to evolve, we’re looking forward to being a part of it and offering solutions to help domainers develop their names inexpensively and efficiently.

5 With… Rick London, National A-1 Advertising

14

Rick London is the owner/operator of National A-1 Advertising based in Philadelphia.   National A-1 owns some of the best domain names, including Free.com, Girls.com, Boys.com, Babies.com, Antiques.com, Fun.com, Teens.com, Divorce.com and many other great domain names. Additionally, National A-1 was the company who purchased Pizza.com after an auction involving another company fell through on Sedo.

The closely held company is very private, and I appreciate them granting an interview.   I look forward to a future conversation with Rick about the current market situation and how his company is coping.


ES: What was the first domain name you ever purchased, do you still own it, and what is your most recent acquisition?

RL: Do not recall.   Most recent better domain   Pillows.com

ES: When did you first realize the value of domain names, and when you began to purchase high value domains, how did you finance your expensive purchases?

RL: We have been in the business of marketing vanity telephone numbers for over fifteen years.   The business model for vanity telephone numbers and domains is the same. We have the funds from our many past and current business endeavors.


ES: How is your company coping with the decline of pay per click revenue?

RL: Revenue and business of all types does not always increase or stay the same.   We earn less money on our traffic domains but almost all of the better domains are not purchased based on their revenue.


ES: Do you regret ever buying or selling a domain name and why?

RL: Of course,   but in the general course of any business this happens. The less mistakes one makes the more successful they are.

ES: Is there anything you would trade your entire domain portfolio for?

RL: We would sell anything or everything for the right price.

ES: What is your end game with your domain investments?

RL: There is no exact “end game”. You never know what the future holds.   We would sell any domain to someone who needs it for a specific business and who would pay substantially more than the revenue dictates.   We are developing certain domains into what we hope are key sites that will generate substantial income for years to come.

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