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
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
’Perhaps sticker shock was an issue, but other industries may be ahead
of the curve in recognizing the importance of a generic name,’ he
’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
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