Reglikedomain industry desk

.Club first fresh TLD to reach 100,000 paid registrations

.Club first fresh TLD to reach 100,000 paid registrations

Marketing efforts pay off as .Club crosses milestone.

.Club.Club sent out a press release this morning touting that it has now sold 100,000 domain name registrations — the first fresh TLD to reach this milestone.

.XYZ and .Berlin have more registrations, but most of their registrations were given away for free.

What was .club’s secret to getting to 100,000 registrations? Pick a good domain and then add money.

The firm has certainly outspent all of its rivals on marketing.

It hired 50 Cent as a pitchman and then threw a big party in NYC.

Its team has traveled the globe going to club-related events.

It paid to be front and center on GoDaddy’s home page for a number of weeks.

The firm has spent much more on marketing than it has taken in from registrations so far. That’s the business model, since domain name sellers are selling a subscription product. You have to look at the lifetime value of a registration, not one year.

Also on the wire

Other reporting from the domain desk.

ADomain SalesAt auction on Sedo that are worth a look — 5 domainsWDomain SalesWant to Buy Your Domain Name? — Does MicrosoftTalent.com raises $120 million following rebrandDomain SalesTalent.com raises $120 million following rebrandODomain SalesOverstock.com Buys O.co For $350,0002Domain Sales22.com Sells for $100,000What domain names Goldman Sachs and others bought this stretchDomain SalesWhat domain names Goldman Sachs and others bought this stretchOf meta domains are hot — Aftermarket salesDomain SalesOf meta domains are hot — Aftermarket salesHDomain SalesHas sold $12 million in domain names this year — Frank SchillingOnline Archive and Last Call for Auction Submissions: MonikerDomain SalesOnline Archive and Last Call for Auction Submissions: Moniker