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.CLUB sees spam double after China promotion

Kevin Murphy, September 11, 2018, Domain Registries

.CLUB Domains has seen the amount of spam in .club double a month after seeing a huge registration spike prompted by a deep discount deal.

The registry saw its domains under management go up by about 200,000 names over a few days in early August, largely as a result of a promotion at Chinese registrar AliBaba.

AliBaba sold .club domains for CNY 3 ($0.44) during the promotion, helping it overtake GoDaddy as the top .club registrar.

At that time, spam tracker SpamHaus was reporting that 17.9% of the .club domains it was seeing in the wild were being used in spam.

SpamHaus statToday, that number is 35.4%, almost double the August 7 level. SpamHaus does not publish the actual number of spammy domains for .club; that honor is only bestowed upon the top 10 “bad” TLDs.

Correlation does not equal causation, of course. There could be factors other than the AliBaba promotion that contributed to the increase, but I believe there’s probably a link here.

.CLUB chief marketing officer Jeff Sass told DI:

When registrars have domains “on sale”, there is always the chance that low-cost domains will be attractive to abusers. We monitor abuse proactively, and respond promptly to complaints, as well as monitor our registrar partners collectively and individually.

It’s almost certainly unfair of me to single out fluctuations in .club here, rather than take a comparative look at multiple TLDs. There are certainly many worse TLDs per SpamHaus’ statistics — .men leads among the gTLDs, with 87.2% spam.

But, given the industry truism that cheaper domains leads to more abuse, I think such a large increase correlating with such a successful promotion is a useful data point.

.CLUB revenue not all that

Kevin Murphy, August 21, 2018, Domain Registries

.CLUB Domains may be one of the 5000 fastest-growing companies in the US, according to Inc magazine, but it’s returning the majority of its revenue back to its registrars.

CEO Colin Campbell revealed this week that the company returns almost 70% of its gross revenue in the form of rebates.

The revelation came in an interview with Domain Name Wire on its latest podcast.

Campbell told Andrew Allemann that in 2017 .CLUB had $9.3 million in what he called “cash flow” or “gross revenue”.

But “net cash” or “net revenue”, after rebates was just $2.8 million, meaning $6.5 million was returned to registrars via promotions.

The interview came a few days after Inc named the company 1164th in its 2018 list of fastest-growing US companies.

Inc had .CLUB’s revenue at $7.2 million, but that appears to have been calculated using the usual accounting standards of deferring revenue into future periods over the lifetime of the domain subscription.

.club has something like 1.4 million names under management.

Campbell said that the company is “adding about a million dollars of net revenue per year” and he predicted 2018 gross cash to come in at $10.5 million and net to come in at $3.7 million.

That’s a net revenue figure, remember, not a profit or net income line. Campbell said he’s more interested in growing the business rather than paying taxes on profits.

The aggressive rebating seems to have a focus in China, where it has regular deals with the likes of Alibaba (which was .club’s biggest registrar with 20% of the market at the last count) and West.cn.

While .CLUB is private, Campbell has been frank about its performance in the past.

The DNW interview follows DI’s interview with Campbell on more or less the same topic last September, and DNW’s in 2016.

It’s a good podcast, you should have a listen.

.CLUB revenue reportedly $7.2 million

Kevin Murphy, August 16, 2018, Domain Registries

.CLUB Domains had $7.2 million of revenue in 2017.

That’s according to Inc magazine, which ranked the company at 1164th in its 2018 Inc 5000 list of the fastest-growing US-based companies.

Growth over three years for .CLUB, which is listed as having 17 employees, was 419%, according to the profile.

.club is one of the best-performing new gTLDs in terms of volume, with over 1.3 million domains under management, according to the company.

While it has generally steered away from deep discounting, it has in recent weeks benefited from a huge increase in sales — adding over 100,000 names to its zone file in just a few days earlier this month — as a result of a sale at the Chinese registrar Alibaba, which sold .club names for the RNB equivalent of $0.44.

That had the effect of diverting .club from a decline that looked like it would shortly have seen it dip below one million zone names for the first time in over a year.

.club is the bestest new gTLD, .club survey finds

Kevin Murphy, December 21, 2017, Domain Registries

.CLUB Domains has published the results of some research it commissioned into media mentions of new gTLDs that show .club coming out on top.

It’s an interesting new way to compare the relative success of new gTLDs based on usage or eyeballs rather than registration volumes, even if the report has its flaws.

In a blog post, .CLUB chief marketing officer Jeff Sass wrote:

A business will invest their time and money to incorporate a domain name that they trust and value. Their domain becomes an active component of their branding, marketing, and PR activities.

When the press or media picks up announcements and/or writes articles about these businesses, the domain name typically gets mentioned in the articles and press releases. This leads to further awareness, familiarity, and trust built around the domain name extensions that are mentioned most frequently in the press.

The registry paid Meltwater, a media monitoring company, to dig up all the media references to domains using any of the top 10 largest new gTLDs over the first half of the year.

It found that .club had the most mentions both empirically and adjusted for TLD size, and that .club’s media mentions had the most positive slant.

From the report (pdf):

When tracking the number of press impressions (articles) in terms of raw numbers, the top 3 were: .CLUB, with 14,519 impressions; .XYZ, with 10,770 impressions; and .ONLINE, with 9,595 impressions. When looking at the impression data against topline registration numbers, the top 3 TLDs were: .CLUB, with 13.29 impressions for every 1,000 registrations; .ONLINE, with 12.87 impressions for every 1,000 registrations; and .SITE, with 6.55 impressions for every 1,000 registrations. As for positive sentiment, the top 3 TLDs were: .CLUB, with 4,300 articles; .ONLINE, with 2,200 articles; and .XYZ with 2,189 articles.

The definition of “article” used by Meltwater is pretty broad. It’s certainly not looking at only the mainstream media.

The survey included press releases as well as editorial, and seems to include a fair bit of user-generated content, such as posts on Medium.com and Sohu.com, too.

There’s even one “article” cited that is actually just a Kickstarter crowd-funding project page.

The survey also double-counts articles, so if a press release appears on multiple sites, or an article is syndicated to multiple publications, each appearance was counted separately.

One could argue that all of this is a fair enough way to conduct such a survey — .CLUB is looking for evidence of grassroots usage and awareness, not just of coverage by publications with rigorous editorial controls.

And the methodology also called for all articles produced by or written about the registries themselves to be disregarded, presumably reducing the number of hits per registry and the chance of the results being gamed.

But a lot of the 30 articles cited directly in the Meltwater report, particularly those coming out of China, appear to be rather spammy. Others are just odd. Others offer negative views of specific new gTLD domains.

One of them is an inexplicable Chinese translation of a warning about a UK company using a .loan domain to scam people, for example.

Another is a BuzzFeed article from Japan about a fake news site using a .xyz domain to target Koreans.

Other references are so minor that even though Meltwater’s spiders spotted them I doubt many human beings would.

One of .club’s big hits is just a tiny photo credit on an stock image used in a forgettable BuzzFeed listicle, another is the Daily Mail quoting an Instagram post by an American athlete who uses a .club domain in a hashtag, the third is a self-promotional blog post on Medium.com by the owner of minicomic.club.

If these are the most prominent citations Meltwater could dig up over six months, these new gTLDs still have a way to go in terms of awareness.

But my main issue with the research is that it was limited to the top 10 new gTLDs by registration volume: .xyz, .top, .loan, .club, .win, .online, .vip, .wang, .site and .bid.

As we all know by now, there’s a correlation (at least anecdotally) between volume, low price and low quality usage/abuse.

I’d love to see subsequent reports of this nature delve into smaller TLDs, including dot-brands, that may not have as many sales but may have greater engagement and more press coverage.

The full .CLUB/Meltwater report can be found here (pdf).

CentralNic and .CLUB reveal premium sales

Kevin Murphy, November 8, 2017, Domain Services

CentralNic and .CLUB Domains have both revealed sales of premium domain names over the last several days.

CentralNic said yesterday that it has sold “a number” of premiums for $3.4 million.

The names are believed to be from its own portfolio, rather than registry-reserved names in any of the TLDs it manages. The company did not disclose which names, in which TLDs, it had sold.

The sale smooths out potential lumpiness in CentralNic’s revenue, and the company noted that the sales means that recurring revenue from its registrar and registry business will become an increasing proportion of its revenue as its premium portfolio diminishes.

Last week, .CLUB announced that it sold $380,793 of premium .club domains in the third quarter. That was spread over 452 domains.

The big-ticket domains were porn.club and basketball.club, sold by the registry for $85,000 together.

The Q3 headline number was a sharp decline from the Q2 spike of $2.7 million, which was boosted by auctions in China.

The company published a lot more data on its sales on its blog, here.