PR domain name auction fails to attract any bidders

WASHINGTON, DC: Ed Segal, owner of the domain name publicrelations.com, thought he would find a wad of cash in his Christmas stocking. He got coal instead.

WASHINGTON, DC: Ed Segal, owner of the domain name publicrelations.com, thought he would find a wad of cash in his Christmas stocking. He got coal instead.

WASHINGTON, DC: Ed Segal, owner of the domain name

publicrelations.com, thought he would find a wad of cash in his

Christmas stocking. He got coal instead.



Segal, who put the name up for auction just before Christmas (PRWeek,

December 13), did not receive a single offer, despite a PR blitz. The

auction was conducted online over a 24-hour period on domainrace.com,

with the opening bid set at dollars 500,000.



’A lot of people didn’t put their money where their mouths were,’ he

said.



The complete lack of interest justified skepticism held by many PR

industry observers over the value of such a generic name, but Segal

attributed it to a lack of Internet marketing savvy on the part of PR

pros.



’Perhaps sticker shock was an issue, but other industries may be ahead

of the curve in recognizing the importance of a generic name,’ he

said.



’Are PR people savvy enough about other marketing disciplines to promote

themselves? Maybe not.’



Undaunted, Segal remains convinced that the name will sell, and said two

potential buyers have contacted him since the failed auction. He would

not identify them, but said one was prepared to make a seven-figure

offer.



Eric Wade, who served as a consultant on the auction, chalked up the

lack of bids to ’the holiday season and the volatility of the economic

climate.’



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