Last week new Top Level Domain (TLD) applicants began taking matters into their own hands in regards to publicizing their efforts.

Lately it seems the facts and benefits of the Internet Corporation of Assigned Names and Numbers (ICANN) new TLD program must be sold and resold again. The New TLD Applicant Group (NTAG), of which dotStrategy and .BUZZ are participants, in a letter last year to ICANN made clear the desire to “highlight to the world the success of the new gTLD program.”’ To it’s credit the NTAG has been very proactive in just that – publicizing the highlights, successes and benefits of the program – especially in front of the ICANN Board of Directors and the Internet industry. For the most part, message received and agreed upon internally.

However, venture just outside of ICANN, the NTAG membership, offices of program participants and a few connected bloggers and you sense little interest in new TLDs – what they are, or what they mean. Who’s involved or Who’s affected. The fact new TLDs are on the way and will change the way the Internet looks, feels and operates requires repeating over and over.

As evidenced by the Google keyword search results displayed below, hello….. is anybody out there?

http://buzznames.biz/wp-content/uploads/2013/02/TLDkeywords2.xls.pdf

Last week in Amsterdam new TLD applicants, outside of the guidance of ICANN or the NTAG, gathered to knock around an idea initially floated by Google of a new trade association promoting the new TLD program. An excellent idea, and one applicants will support for the purpose of promoting awareness of the opportunities presented by the development of new Top Level Domains including; the potential exponential creation of jobs globally, the investment of capital flowing into Internet development, the drawing in and partnering of exceptional talent, the bringing together of new ideas and creativity around product development, and a world wide awakening to new Internet business opportunities.

Right now, the general public has little knowledge of new TLDs, much less an awareness of approximately 1000 new right of the dot names appearing online over the next two years. The formation of a new TLD trade association, powered by Google and TLD participants, signals applicants are about to become very active publicizing the highlights, successes and benefits of the program — to the world.

create.buzz,
Bill Doshier, dotStrategy, Co.

Full Disclosure: I currently serve as Vice-Chair, Newsletter editor and huge fan of the NTAG organization mentioned in this post.