Otherwise, reaction to the URL upgrade (the first since 1985) has been muted at best. For openers, we don't really need more domain extensions; the most recent web server survey by Netcraft (http://www.netcraft.com/survey/) indicates a decline in the total number of web sites, as well as corresponding plunges in domain name registrations and renewals. The days of selling "business.com" for $7.5 million are long over. Search "domain" on eBay and you'll find hundreds of auctions and a mere handful of bidders (although Nasdaq might want to scoop up "stockcasino.com" for $1.00 >>).

URLs are only marginally important to the success of an online operation. Unless you're trying to grab new customers through keyword matches on search engines (i.e., an auto dealership using "cars.com"), using the generic name of your company's particular category as a brand isn't going to add much credibility to your selling proposition.

Let's go back to show.biz, or more specifically, ShowBiz.com (http://www.showbiz.com/), which takes you to ShowBiz Enterprises, Inc., the world's largest theatrical drapery manufacturing and rental facility. But wait! They're moving to "theatricaldrapery.com" because someone bought their URL and plans to morph "ShowBiz.com" into an "Online Directory for the Entertainment Industry."

Bring on the 1990s nostalgia!

But even dumber is "theatricaldrapery.com", especially when "ShowBizEnterprises.com" and every conceivable variation of their perfectly good brand name are all available.

Okay, we'll presume the ShowBiz folks want to reach new customers who might type "theatricaldrapery" in a search engine (stop laughing...it could happen...once). In that case, they should string together their top keywords like "theatrical," "drapery," "curtains" and "backdrops" (they already have a killer list in the meta name section of their HTML code) separated by hyphens until they hit 63 characters, then register the resulting mess as a .com URL, and use "ShowBizEnterprises.com" as their front door, with both addresses pointing to the same site. This strategy will enhance their search engine listings while allowing them to maintain brand consistency across sales channels.

Enter the new extensions. ShowBiz Enterprises should also register "ShowBizEnterprises.biz" (because they're a business) and "theatricaldraperies.info" (if it's "the world's largest theatrical drapery manufacturing and rental facility," the company might know something about the category). Yes, it's a pain, but companies, especially big ones with multiple brand platforms, cannot ignore the new extensions. Web scavengers could easily grab your .biz or .info URL and link it to a pornography site until you pony up ransom.

Not complicated enough for you? VeriSign (http://www.verisign.com), the company that operates the registry for Internet addresses that end with the suffixes .com, .net and .org, has paid $45 million for .tv, the country code for the South Pacific island nation of Tuvalu. With Microsoft and others falling over themselves this week at the Consumer Electronics Show to introduce interactive TV products, it doesn't take a rocket scientist to ignite this particular puddle of liquid hydrogen.

Last November, Main Mail recommended that companies appoint a CDO (chief domain officer) who would be responsible for the management and maintenance of all URLs. That responsibility can also be easily outsourced to a trusted interactive services partner like Mainsail, who will ensure that your company remains master of its multiple domains.

Unless you're Alice Cooper and/or Aerosmith, in which case we'd like an autograph.

For more information about how Mainsail can help you and your company maximize the Internet, please contact Mainsail CEO Mark White at 510.647.1500, or mwhite@mainsail.com.

Based in Brussels, Chris Clark is senior vice president of strategic services for Mainsail. He is also the author of "Byte Back," a monthly humor column for Adweek Magazines' Technology Marketing.

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