Recently, I had what is best described as an “aha moment,” where it concerns the release of new gTLDs. Anyone that is in the domain space, that is those who are investors in domain names – these are known colloquially as web addresses – has been well aware, for a number of years, that a cache of new domain name extensions would be made available for users to register new names. A domain name extension is technically called a “generic top level domain,” it is the thing you see to the right of the dot in a domain. Most people are intimately acquainted with .com or .org; many have a passing familiarity with other gTLDs like .net or .info or .biz. Of course, those of us who work in the domain space have been anticipating the release and subsequent impact of the release of new gTLDs for years. With the onset of 2014, many of those new extensions have been rolling out for public acquisition. Perhaps you have seen an advertisement for some of them, such as .club or .gallery or .camera.

What Is The Big Idea About These gTLDs? home page in February 2014

Screen shot of’s home page, pushing gTLDs that are released and those that are coming soon.

The idea behind the new gTLDs, at least according to the Internet Corporation for the Assignment of Names and Numbers, has been to open the internet further, providing new and better choices for people to distinguish themselves online, with the use of one of these new gTLDs. What you may not know is that there has been an ongoing debate about how these new gTLDs will impact the value of the established gTLDs, those that were first purveyed in the 1990’s, during the incipience of the world wide web.

There are those who look to the occasional release of gTLDs like .travel and .pro, during the early 2000’s, and the low registration levels of these extensions, and say the release of new gTLDs today is a fool’s errand. Given that .com has maintained its supremacy on the web, they allege a failure of the more boutique-style domain extensions. In one case, and a very public one, revealed their attempt to use the .co extension, registering, became a dismal failure when they bled an estimated ⅔ of their traffic to the corresponding .com domain,, which they did not own. The damage was chronicled in great detail by Rick Schwartz, one of the world’s first large-scale domain name investors, who not only predicted  a disaster but was proved correct in his forecast only 10 months later.

Such a glaring example lends credence to the argument there is difficulty ahead for new gTLDs; however, there is a different angle from which to view new gTLDs, and that is from the standpoint of registry operators today, from the perspective of business adoption, and from the perspective of the post-Millennial generation, those born after Y2K. Those investing in the next generation of TLDs, particularly those setting up the registries to sell domains under these new extensions, are counting on at least two things.

The Bets And The Next Generation

First, proponents of the new gTLDs argue that success of any given extension can not be measured simply by comparing the registration numbers of one gTLD over another. Indeed, they say, .org and .net have been quite successful, even though the registration numbers of .com far outweigh the registrations of .org and .net. In the case of the aforementioned .travel, the registry operator has been financially successful, even though the number of .travel domains is miniscule compared to .com. Moreover, despite the disaster of, the domain is still owned by and forwards to As for the entire .co registry, the business is doing quite well, though it has required a significant marketing push to make it so.

The second thing registry operators are counting on is business adopting the new gTLDs, and in this is starting to happen to some degree., an industry blog and news feed, published a short piece on the adoption of .clothing by existing online businesses, and they cited the example of several companies that are now forwarding their .com domains to the new gTLD, .clothing. Without delving deeply into each gTLD and its current registration numbers, I can announce with certitude that many businesses are adopting these new extensions, even if to forward their existing .com addresses to the new gTLD.

Connor, one of two nephews born in 2013 who, by the time he is a teenager, may know little of .com's supremacy today.

Connor, one of two nephews born in 2013 who, by the time he is a teenager, may know little of .com’s supremacy today.

The “aha moment” I had, however, had nothing to do with these first two factors. I am not a registry operator, obviously; and while I had been curious about registering some extensions that fall in line with my company’s business model, I had not yet been willing to either supplant the .com address or forward it to a new gTLD.

Instead, I thought of my nieces, who are just now teenagers, and I looked to my two newest nephews, one of whom just turned one year old in January. The other will celebrate his first birthday in July, two days before my 45th birthday, in fact. Both are the most adorable little munchkins you have ever seen. I am sure every proud uncle or father or other relative says the same thing.

When these boys are old enough, in just a few years, they will be going online for the first time. They will not remember the early days of the internet. For them, it will be ancient history. I hate to think of myself as a member of antiquity, but in the digital age, my age is definitely quite aged, indeed. What will these boys think of .com? When they reach their teen years, will they care at all whether they interact with their friends on a .com or a .chat? Probably not. An “aha moment,” for sure, but it did not end there.

This gTLD thing has the potential to be so much bigger than even the staunchest supporters of gTLDs may be able to imagine … and none of us, not even the most prolific inventors, has a clue about how evolving technology will influence the web in the coming years.

Neutrality No Longer An Option

Suddenly, I am no longer on the fence. Everything that the gTLD skeptics or naysayers have had to say about new gTLDs seems folly to me. We are the old guard. The new gTLDs are for the next generation of internet users, many who many never type a domain name into their browser. We may come to a time when a browser opens up, you speak a command or tell your smart phone or phablet where you want to go, and it finds the domain for you, based upon mounds of data we have yet to conceive. Certainly, as humans with limits, we probably would not even perceive such nuances prior to those data sets being interpreted.

Domain names will persist, to be sure, because telling someone to go to 123.456.012.227 is just stupid. That is the reason the domain name system was first created. That happened when I was a mere 17 years old, still programming COBOL into a Sperry-Univac mainframe that had just about one-megabyte of memory. I might just as well have been carving heiroglyphs into the walls of pyramids.

My revelation happened about two weeks ago, shortly after seeing a local – it is somewhat local, as I live in Fort Lauderdale and not Boca Raton – production of “42nd Street” at The Wick. The juxtoposition of the theater experience and the “aha moment” is bizarre, and it is likely only coincidental. Carl Jung may have a different analysis, but I have no way of reaching him in the afterlife.

The AOL Keyword Inspires The gTLD Email

You've Got Mail

You’ve Got Mail, 1998’s hit romantic comedy about a big-box retailer, Tom Hanks, who becomes romantically involved, online, with his competition, Meg Ryan. Image from

This sudden revelation I had was taken further when I pondered the first days of the internet. I was thinking about America Online and how it once dominated so much of the online activity of U.S. residents. Tom Hanks and Meg Ryan even starred in a love story in which AOL was a central influence in their relationship, “You’ve Got Mail,” a title inspired by the voice message most of us received when we first would log onto AOL. I shared my thoughts with Mike Berkens, another large-scale domain investor. Mike also is partnered with Monte Cahn, founder of, in the gTLD venture

I wrote, “Hey Mike, Great seeing you and Judi the other night at the show.

“I just had a thought, and tell me whether you think it’s valid. In 1994, when AOL was the biggest and baddest thing online, the browser used to just let people tap an AOL Keyword to reach a domain. You didn’t have to know ‘’ because you could type “pancakes” and get there fine. The browser did the work. Most people didn’t get ‘.com’ anyway, unless they were more geeky. Eventually, though, people understood what it was. AOL became a dinosaur. Still is, in my opinion.

“The thought I had is that in 20 years we may have come full circle, with a ‘dot’ added into the middle of the key word of [sic] key phrase. ‘eat.pancakes’, for instance. It’s an incipient thought, so I’ve not delved deeply into the nuances or other factors, be they enduring or ephemeral, but as it popped into my head, it suddenly hit me that this gTLD thing has bigger potential than any one of us – even you or Frank – may realize.”

Frank is Frank Schilling, who is another of the world’s large-scale domain name investors, also runs, which is sinking tens of millions of dollars into the domain space, betting on the long-term success of gTLDs. I did not share my thoughts with Frank, because I do not have his email address. If I did, I would have added him to the recipient list, obviously. Maybe he will read this, not that he will learn anything from it. He is way ahead of my little learning curve.

Mike’s reply was quite direct and almost understated. That’s what I’ve been talking about for over four years; unfortunately, I couldn’t get any of our old buddies to pony up some money to go [into] the registry business, so we’re still trying to make money registering domain names instead.

“I don’t know if your revelation would qualify as something that more than Frank considered …”

Mike went on to explain how much Frank Schilling has invested, and our email exchange became a bit of a miniature thread. I always enjoy talking to Mike, but I also usually feel very outwitted. He is brilliant.

gTLD Madness! Team Schwartz Versus Team Schilling

gTLD Madness debate at T.R.A.F.F.I.C.

Rick Schwartz, to the right of the podium, addresses a packed house at T.R.A.F.F.I.C. East 2013 as Frank Schilling, immediately to the left of the podium, listens.

Frank Schilling and Rick Schwartz, and those who agree with their respective viewpoints, went head to head in a lively and civilized debate about gTLDs during one of the T.R.A.F.F.I.C. conferences in late 2013, in Fort Lauderdale. The debate roundtable was called “Team Schwartz Versus Team Schilling.” Since I am the audio-visual director for the show, I had the pleasure of seeing the debate live. I also produced the video presentation of the debate that now appears on YouTube. Now, here is an interesting thing: I did not write I do not need to. You know what I mean.

This is exactly what the post-Millennial generation is going to do. They will know the destination by the name, and they will have something that takes them there, be that an app, a bookmark or other hotlink or a piece of wearable tech that simply follows their eyeball or blinking or breathing. The .com will not become irrelevant, but it will not dominate the same way it does today. In fact, with the coming explosion of augmented reality, already going through many trials and shakeouts, it is quite likely, as I mentioned previously, that typing will become as arcane to the next generation as handwriting is to the Millennials today.

All of this consideration leads me to believe, as I wrote Mike Berkens, that this gTLD thing has the potential to be so much bigger than even the staunchest supporters of gTLDs may be able to imagine, including this convert. But I may be mistaken. After all, I saw my first website in 1995, but I did not register my first domain until 2001. I am a bit of a late bloomer. And none of us, not even the most prolific inventors, has a clue about how evolving technology will influence the web in the coming years.

What a dynamic time to be alive! I sure envy my nephews.


About the Author

Danny Pryor is a media, website and content developer based in Fort Lauderdale. He produces websites, video and other digital media through his company, Rodan Media, and is the executive director of the travel website,, which he co-owns with his business partners. Danny began website development in 2000, while working with Scoop Magazine, in Fort Lauderdale. His media and broadcasting career dates to 1988, when he began working in news radio, in Las Vegas. He has two awards from the Florida Associated Press, for Best Individual Achievement and for Best Spot News, for his radio news coverage of events in Miami, during 1992.

  • Jim says:

    Very nice piece. My “aha” moment was even simpler… noodling around with the new gtlds I noticed that autocomplete was filling in the extensions. Then it occurred to me that I couldn’t recall when last I typed in an entire web address without using autocomplete or voice search. I can’t even get clients and family to understand that there’s a difference between the address and search boxes on their browsers.

    I really do think that “.com” will maintain an “old money” kind of aura for the big brands, but for domain names that are long, unwieldy mashups it’s no longer guaranteed prime real estate.

    The fact that “domainers” are so vocally bitter about the gtld rollout is, frankly, very good in the long run for the health of the web – the tidal wave of new descriptive domain extensions will be doing precisely what it should if it swamps the ability of domain speculators to sweep up the names, allowing the end users a chance to get them directly, and cheap.

    I don’t have anything against the speculators, but I certainly don’t believe that fetishizing “.com” will hold off the world’s adoption of new extensions. To the end users, it isn’t that there are new extensions, it’s that they are disappearing. A .net. .com, etc may end up looking like a relic, no more necessary a credential than .compuserve .prodigy, or .well, except as nostalgia for those of us who first associated the internet with the static boinging of a dial-up handshake.

    The future of the web is in the hands of those who have never received an AOL CD junk-mailer, and would have no idea that they once littered the landscape like autumn leaves.

    Anyway, your post is thoughtful and evocative – I’m a new reader and look forward to browsing around more of your writings for similar calm considerations of such issues.

    • Scott Alliy says:

      Thought invoking post Danny, Left out of the equation / future prediction however is a very simple thought.
      To quote the great marketing expert Jay Abrahams “People (and that would include the young people you are speaking about) are silently begging to be led.”

      The issue I have so far is that I do not see the marketing leaders or any reasonable effort to market the GTLDs to the people you speak about are the future or anyone for that matter. Instead they are posting free tweets and on free LinkedIn preaching (it would appear) mostly to the choir who already know about the availability of GTLDs. Remember your video of shop owners? These people need to know about GTLDs if they are to grow and proliferate as you predict. The problem is nobody (that I can see aside from perhaps .club and a few others that I might not be thinking of) has a clue or concern about marketing.

      Instead it is give the job to Godaddy (what was you saying about old guard?)

      Memo to GTLD registries… Wake up! you spent hundreds of thousands to get or win the rights to your name. It is your responsibility to bring it to market and profitability.

      I was watching the .co rollout numbers (250,000 first 24 hours) .guru has what after days perhaps a week or more 30,000 and they are the winner by far.
      This type of productivity or lack thereof will cast a dark cloud on any thoughts of mass adoption at least for the near or foreseeable future.

      So yes, Think GTLD, but if you are not in it for the long run…. Well I know where you can list the names for sale that you ran out of patience holding 😉

      Again great article and nice site BTW


    • chris says:

      the future of the web like the future of everything is in the hands of those with the money and power to capture and control it.

  • Kate says:

    A couple thoughts…

    Isn’t it slightly contradictory to claim that .com is going to be less dominant whereas it continues to grow steadily and outpace other TLDs.
    And keep in mind we are in landrush stage when interest in new extensions is supposed to be maximal, and demand higher than normal. If you discard the speculative registrations, one can’t say that end users have been rushing in to buy so far.
    How are the new extensions supposed to catch up ? They won’t. Most will never attain a measure of critical mass. They will be the online version of the ghetto.

    In terms of branding (and advertising), the extension DOES matter. Overstock have learned the hard way.
    For practical purposes, in 2014, you can’t put any arbitrary string to the right of the dot and expect all consumers to a. remember it, b. trust it.
    Not everybody is a domainer, the layman is only familiar with a handful of extensions…
    Sure you can advertise a .bike or .whatever today, and risk confusing consumers. There is no first mover advantage here. Unless maybe you have a truly memorable name.
    Anybody who thinks otherwise should drink their own medicine 🙂
    End users will want to wait a few years at least to make sure that the extension (and the registry) is stable and viable.
    Things are changing but slower than you imagine.

    The one credible alternative to .com is the ccTLDs.
    Over the last decade the market share of gTLDs has decreased to ccTLDs. A significant shift took place.
    So in a way, yes .com is less dominant than it used to be. But the contenders are not those that you think.
    But the US market is peculiar, and the pervasive nature of ccTLDs is not well understood because .us is a red headed child that never quite took off.

    Overall, I think that the vision of the TLD players is very US-centric.

    An old-school domainer 🙂

  • chris says:

    does anyone really believe that there is room in peoples minds for unlimited gltd’s.

    does anyone really believe that even google will invent a psychic address bar that will know if you want to eat.pancakes or .beef or even hamburger.

    i do believe that some of the new gltd’s will survive but the sad reality is that most are a money play by the gltd owner. if it costs $xxx to buy a gltd how many individual domains do you need to sell to break even, then everything else is profit.

    finally can you imagine an ordinary person using godaddy search for some keyword and then having to trawl through 20,000 even 1,000,000 gtld’s, remember the possibilities for gltd’s is limited only by cash, not by alphabet and numerical limitations

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