Top-level domain

Who's Bowled over from the Super hype about .co?

February 4, 2011: 3:16 PM ET

Go Daddy will push .co hard with a pricey new Super Bowl ad, but consumers and corporations aren't likely to worry or care.

By Daniel Roberts, reporter

Go Daddy's yet to be revealed .co girl

Go Daddy's yet to be revealed .co girl

Remember the excitement in years past when various country code domain extensions like .tv (Tuvalu) or .me (Montenegro) became available to the public? No? Then you're not alone. Despite an ever-increasing number of alternatives, .com is still the heavyweight extension for Internet websites in the U.S.

Yet, the marketing wheels for another new option are spinning again: In July, the extension .co became publicly available, and this time, hopeful domain retailers insist, it's going to be different.

"We've already started to see this catch on," says Jeremiah Johnston, COO of Sedo, a domain marketplace that specializes in auctioning off premium domain names (for example, in 2006 Sedo handled the $3 million sale of Johnston acknowledges that some of the past extensions have "failed to catch," but says that part of this was due to lack of marketing. He believes .co is the extension that, at last, will service all those who have been shut out by .com, and not just individuals, either: "The .com market is very saturated. It's hard to get the domain name you want," he says. "I think a lot of companies out there have had to settle, and now they have an opportunity to get that name they couldn't get before." More

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