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The Internet Company To Auction ''

June 10, 2009; 09:06 AM

PRINCETON, N.J., June 10 /PRNewswire/ -- TheInternetCompany, Inc., Princeton, N.J., announced today that it plans to auction the domain name, "", through a private auction being run by Sedo, Cambridge, Mass., the leading secondary domain marketplace. The auction will be held on June 25, 2009. Bidders must be pre-qualified by June 15, 2009.

The sale comes amidst a growing industry trend of leveraging descriptive or generic domain names. Domain names that describe a company's product or service, or that contain popular search terms are particularly valuable because they can improve a website's organic search ranking and save on PPC (pay-per-click) advertising costs. The term "wealth," for example, is searched over 1.5 million times a month through Google, resulting in over 185 million search results in the U.S. alone.

In fact, several of the world's leading companies have already successfully implemented this strategy, by investing in premium generic domains and using them to redirect to their main business website. Examples include: Bank of America (, (, Fidelity ( and (

The top five prices paid for a domain name in 2009 underscore the value of strong generic names: $5.1 million for; $1.7 million each for and The all time publicized record for a domain name is at $9.9 million, with some private domain sales speculated to have broken that record.

"These domains have the power to dramatically improve company web traffic and search results, while creating instant brand credibility that will last well beyond the economic downturn," said Jeremiah Johnston, general counsel and chief operating officer, "The Internet has been flooded with searches for finance as millions are re-evaluating their approach to wealth management."

"We have owned '' since [1996]," said Don Cook, vice president, TheInternetCompany, Inc. "Although we have had several attractive offers for the name over the years, we believe that now is the right time to monetize this asset and that an auction, rather than a traditional sale, is the best strategy."

Sedo's private auction will be held on Thursday, June 25 from approximately 12:00 p.m. - 4:00 p.m. EDT. Interested buyers must certify to bid by Monday, June 15 with Tessa Holcomb, senior broker and acquisition consultant. Tessa Holcomb can be reached at [email protected] or at 617-499-7242.

The Internet Company creates and invests in distinctive domain names. Founded in 1996 and based in Princeton, N.J., The Internet Company has developed and sold hundreds of domain names including;; and




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