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Survey shows .xxx is the Marmite TLD

Kevin Murphy, June 1, 2011, 20:34:16 (UTC), Domain Registries

The forthcoming .xxx top-level domain is accepted and hated by equal numbers of adult entertainment industry operators, according to a new survey.

Xbiz reports today that 35% of its members plan to buy .xxx domain names. Equally, 35% said they would not buy in .xxx because they do not want to support the TLD.

Marmite, if you’re puzzled about the headline, is a strongly flavored yeast-based sandwich spread sold primarily here in the UK. It’s cleverly marketed using the frank slogan “Love it or hate it”.

Just like .xxx, it’s banned in some countries.

It may not be an entirely apt simile, however. The Xbiz survey showed that a paltry 13% of the respondents planned to develop sites. The other 22% are only planning to defensively register their brands.

Xbiz, which surveyed 400 of its members, speculates that defensively registered domains “may be key to the TLD’s revenue stream and perhaps its survival”.

I’m not so sure. If ICM gets 22,000 defensive registrations from pornographers (twice as many sunrise registrations as .co reportedly got last year), that works out to only $1.1 million per year for ICM.

We’re likely to get our first indication of adult industry support when ICM announces its Founders Program partners – pornographers that are prepared to publicly endorse .xxx before it launches.

Like any new TLD launch, anchor tenants will to a large extent determine acceptance of .xxx – ICM will need its o.co moment.

Last week, I attended an ICM-sponsored event at a strip joint in London, at which executives from a large British porn publisher expressed enthusiasm about the TLD, so it does seem to have some quiet support in the business.

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Comments (3)

  1. Nic says:

    Kevin,

    LOVE the headline. But I for one encourage you to not feel the need to explain this kind of thing. Be a rebel; the Americans can and will work it out.

    Nic

    PS. It is clear, to me, that you have created the “professional industry” blog. But aside from the choice of stories, the writing is the best of all domain industry blogs. Pleasure to read every post.

    PPS. By the way, Marmite is much nicer than Vegemite.

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