October 31, 2006
Hell.com: hot address?
This past Friday, the domain name Hell.com went up for sale. Before the auction, the W$J reported (subscription required):
Hell.com is scheduled to be offered in a live auction organizers predict will draw bids of more than $1 million. The hot market for domain names, the addresses people often type in for Web sites, is being fueled by the surge in Internet advertising and the ease with which domain owners can make money from ads brokered by the likes of Google Inc. and Yahoo Inc.
Sex.com sold for about $12 million earlier this year and Diamond.com changed hands for $7.5 million. The big-money domain-name sales echo an earlier boom, when Business.com fetched $7.5 million in 1999. Today's live auction of 300 names, by Seevast Corp.'s Moniker unit, includes more than a handful it predicts will generate bids of more than $1 million, including Iran.com, Auction.com and Elections.com.
The company that owns Hell.com marketed the sale as "the opportunity to redefine what hell means, at least on the Internet." The company's founder set the reserve price at $2.3 million; but a domain-name appraiser put Hell.com's value at $625,000 -- based (of course?) on comparison to the revenue from advertisements on Heaven.com.
Yesterday, the W$J reported: "Hell.com failed to sell during a live auction of Internet domain names on Friday, as no bidders met the $2.3 million reserve price set by its seller."
[Meredith R. Miller]
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