How Cupcakes Could Make .Porn the Biggest New gTLD Launch Yet

The keyword “Porn” has consistently appeared in the top ten list for internet searches since…well, forever. But .Porn is not just for adult content, says ICM Registry. How obsessions about shoes and cupcakes may benefit the .Porn TLD.

How obsessions about shoes and cupcakes may benefit the .Porn TLD

It appears that Trademark Owners are moving fast to protect their brands in .Porn.  And that may signal that .Porn could be the biggest new gTLD launch in the era of the Trademark Clearinghouse.

During a live webinar last week for trademark owners, the ICM Registry said that the combined .Porn/.Adult TMCH Sunrise Period that kicked off on a week ago is on track to be the largest Sunrise Period to date for Trademark Clearinghouse-coordinated Sunrises.

The keyword “Porn” has consistently appeared in the top ten list for internet searches since…well, forever.  But .Porn is not just for adult content, says ICM Registry.  Unlike .XXX, there are no requirements to actually have adult-related content on websites for .Porn or .Adult.  They point to the trend of “Porn” being used in everyday lexicon.  As illustrative examples, check out these work-safe examples:“Food Porn”“Shoe Porn” and “Cupcake Porn”.

The Sunrise Periods still have three more weeks to go before they end on March 31.  But before General Availability kicks in, the Registry, which also operates the .XXX TLD, is planning several additional opportunities for trademark owners who sell cupcakes, as well as the cupcake lovers themselves, to secure .Porn and .Adult domains ahead of the general public.

Owners of .XXX registrations and blocks from 2011 are being given priority for registering the same domains in .Porn and .Adult before the general public.  But for ANYONE who missed or skipped .XXX, a new window has opened up.

Any .XXX registration that takes place today will also be eligible for the .Porn priority period.  As a further incentive, ICM Registry has dramatically lowered their pricing for .XXX names created in the month of April.  For example, EnCirca has lowered its pricing by 80% from normal pricing.

ICM Registry has also lowered its pricing for the priority registration periods as well.  Again, as an example, EnCirca has also lowered its .Porn priority phase pricing by 80%.

Approximately 80,000 .XXX blocks were reserved back in 2011 by trademark owners.  Once .XXX launched, many more trademark owners and brands jumped into .XXX as well. Given that the Trademark Clearinghouse (TMCH) currently only has about 35,000 trademarks, this means that there are still a lot of trademark owners and businesses out there who are not be in the TMCH but may still want to ensure they control use of their brands in .Porn.

The full launch plans for .Adult and .Porn are shown below:

  1. TMCH Sunrise during the month of March
    The TMCH has worked with ICM Registry to offer a pricing reduction for any submissions that are used during the .Porn and .Adult Sunrises via Sunrise Clearinghouse Agents
  1. Sunrise B for .Porn and .Adult during the month of April

  This period is for the trademark owners who participated in the .XXX Sunrise B blocks.  It gives this unique group a priority registration opportunity in .Porn and .Adult, and the Registry has created special pricing incentives to allow 5 year registrations for these names.

  1. .XXX Registrations during the month of April

 This is the last opportunity to become eligible to participate in the .Porn Domain Matching Program mentioned below. An .XXX registration by April 30 enables the registrant to participate in the priority phase in May. 

  1. Domain Matching Priority Phase during the month of May
    This phase is for owners of .XXX domain names as of April 30, 2015.  .XXX owners are eligible to get their directly matching names in .Porn and .Adult before the general public. 
  1. General Availability for .Porn and .Adult starts June 4

 With typical pricing of $99 each for .Porn and .Adult for General Availability, by participating instead in any  of the priority phases, cupcake retailers as well as cupcake aficionados are able to get significant savings.

As an added benefit, similar priority phases are likely when ICM Registry launches .Sex in the Fall.

To find out more about the launch policies and eligibility criteria, check out: http://www.encirca.com/adult

And who knows? Perhaps people loving inanimate objects will propel the .Porn extension to the top of the new gTLD sales chart!

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