Yahoo Sells,, and to True Magic

Yahoo!In a $250,000 deal that took place on Sedo last week, Yahoo sold the domain name to Merlin Kauffman’s True Magic, LLC. According to some analytics that I have seen, gets considerable traffic – nearly 1,000 unique visitors a day according to Compete, despite the fact that it hasn’t been promoted in quite some time. In the week since acquiring the domain name, Kauffman’s company already completed another deal and re-sold it.

True Magic also recently bought from Yahoo for $17,500 and for $13,500. His company plans to develop into a resource for reverse phone lookups, people lookups, background checks, etc. This is the perfect domain for these plans. According to Kauffman, his company is “always on the lookout for opportunities to buy and broker premium domain names.”

From what I have heard through the grapevine, Yahoo is looking to sell other domain names as well. It’s a bit surprising that the publicly traded company (YHOO on Nasdaq) is selling great domain names like these, but I suppose if they have no plans for the domain names, they might as well raise some capital.   Sedo acted as the domain brokerage for these deals.

As you may recall, Yahoo also sold for $380,000 at the Domain Roundtable conference auction in June of 2009. That domain name was acquired by National A-1 Advertising.

All of these names were registered to a company called DNStination, Inc at the time of sale. However, as the Whois history tool shows, Yahoo was the registrant –,, and As an FYI, is a domain name that was registered to Yahoo and then switched to DNStination, Inc at around the same time as the others, despite the fact that Yahoo bought the company.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


  1. What other premium domains does yahoo still own?
    I would like to buy some…i have $500k budget..someone please tell them to send me some premium domains my way!

  2. I have to say that is a great name, 1000 uv a day, ctr of say 40%, .25 per click… $100 day give or take, $36k a year, 7 year multiple and baam makes a great buy!

    Not sure what the new owner paid but there was certainly room to go up 🙂

  3. What Elliot’s trying to say Anunt, is that you’re an F’ing tard. Yes, someone is going to do all the work for you. Thinker.

  4. Quote –
    “You crack me up, man. Aren’t you the same guy who said, “Domain names are going to be worthless in the future”?”


    Anunt just had an epiphany.
    He is now enlightened with the big picture of the internet.
    Or, it was a fleeting moment of brillance.
    Time will tell.

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