18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

Prototypical answer:

gTLDFull Legal NameDetail
.newsMerchant Law Group LLPView

Question No. 18(b)

18(b).1 Goal

The goal of the .NEWS TLD is to provide a distinct online presence for all individuals, groups, businesses, organizations, media outlets, and other related entities that engage in activities related to the reporting, aggregation, or distribution of news.

18(b).2 Innovation, Competition, and Differentiation

An ample supply of relevant .NEWS domains will be made available for interested persons to claim within the .NEWS domain space. Currently, there is no generic TLD specifically devoted to news. Instead, relevant online news content is dispersed among a variety of existing generic and country-code TLDs without the benefit of a unifying string.

The market for news, news services, and products is changing. The Internet is now the vehicle for the communication of news worldwide. Most consumers now solely search for and receive their news through the Internet. Traditional newsprint readers now prefer receiving their subscriptions in digital format.

Traditional media outlets such as newspapers and television broadcasters have adapted by utilizing current TLDs to survive, grow, compete, and prosper by addressing consumer preferences for the digital delivery of news. A .NEWS TLD will further help newspapers, television broadcasters, and other traditional media outlets to realize greater benefits and capitalize on more opportunities provided by the Internet. A .NEWS TLD presents an opportunity for all individuals, groups, businesses, organizations, media outlets and other related entities that engage in activities related to the reporting, aggregation, or distribution of news to a garner a more effective and differentiated online presence.

The .NEWS TLD will be a specialized domain space which will be developed into the online standard for news and news related products and services.

The .NEWS TLD is a distinctive, succinct, and memorable TLD that epitomizes the global news industry. MLG’s vision is to make .NEWS domain names prevalent among people, entities, and organizations that seek and supply news and news related products and services.

Every individual is affected by the news. Most major traditional media outlets already have a sophisticated and reputable online presence. However, a .NEWS TLD allows for greater differentiation on the Internet, simplifies users’ choice when interacting and consuming a news providers online services, and offers new benefits and opportunities to anyone that engages in activities related to the reporting, aggregation, or distribution of news. The .NEWS TLD will also facilitate a greater distribution and understanding of local, regional, national, and global news events and news worthy issues. Almost any individual could be a prospective registrant and will be accorded all the opportunities and benefits of the .NEWS TLD.

Traditional media outlets that provide news and news related products and services need to embrace digital technology. In North America, it is estimated that four in ten adults own a smartphone and one in five adults own a tablet. However, if a small number of technology companies control mobile platforms, social networking, and corresponding social media channels, then traditional media outlets and other stakeholders will face insurmountable challenges attempting to keep pace in an era of rapid technological change. A .NEWS TLD will help level the playing field by providing a new, distinct channel for the consumption of news by consumers. A .NEWS domain name will provide an enhanced platform for individuals and groups to broadcast and communicate news to an online population which now numbers over two billion.

The opportunity to carry out our mission and deliver our value proposition will always be contingent upon providing benefits that matter to our registrants, Internet users, and the online population. To that end, MLG will strive to ensure that the .NEWS TLD provides the best value for creating and developing a news-related online presence. MLG’s long term strategy is to ensure that .NEWS domains become a “must-have” for all individuals, groups, businesses, organizations, media outlets, and other related entities that engage in activities related to the reporting, aggregation or distribution of news.

A .NEWS domain will be the “best bang for the buck” registration by providing the best value for creating and developing a distinct, clear, and credible news-related online presence. MLG will ensure that .NEWS domains provide the best quality-to-price ratios by offering competitive registration pricing and leveraging the core competencies of MLG and CentralNic.

MLG believes that .NEWS registrants will offer a variety services and content related to news. .NEWS’ target markets are broad enough to maintain a financially viable TLD and distinct enough that the .NEWS TLD will not become ‘just another .info’. A .NEWS TLD will provide a unique space on the Internet for news information and services. It will allow anyone to register a domain name and post, aggregate, or distribute news. MLG’s vision for the .NEWS TLD mirrors the Internet’s growth as a transformative technology that enables the free and unfettered flow of information.

The introduction of the .NEWS TLD to the Internet will increase competition, provide opportunities for differentiation, and promote innovation.

The .NEWS TLD will provide an alternative to the current TLDs by focusing on the news and catering specifically to all individuals, groups, businesses, organizations, media outlets, and other related entities that engage in activities related to the reporting, aggregation or distribution of news. .NEWS will serve as a force for differentiation as a distinctive namespace that simplifies users’ choice to interact and communicate about news. MLG expects that users will be able to navigate to .NEWS domains and subdomains intuitively, saving them time and resources.

The .NEWS TLD will introduce more relevant domain names into the Internet domain space. This will increase competition which should compel other TLDs to increase the quality-to-price ratios of their online presence offerings.

MLG hopes that the use of .NEWS domains will increase differentiation on the Internet. It is expected that the .NEWS TLD will substantially meet the online needs of its registrants. One of MLG’s goals with the introduction of the .NEWS TLD is to ensure that our target market registrants do not have to engage in unnecessary defensive registrations with other generic TLDs and country code TLDs. MLG will be marketing and branding the .NEWS TLD using strategies that continuously support and enhance the .NEWS TLD value proposition. MLG will continually invest in the .NEWS TLD brand to ensure that .NEWS registrants have a strong incentive to maintain their websites with substantive, regularly updated news content that will lead to unique and sustained web traffic.

Currently it is difficult to find relevant and easily recognizable domain names from existing TLDs. Even if one is found, pricing can be prohibitive because the domain name is often only available on the secondary market. The .NEWS TLD will allow people, businesses, organizations, and entities with an interest in communicating about news to register a relevant domain name immediately and the freedom to develop as many uses for their .NEWS online presence as they can imagine. An ample supply of relevant, generic .NEWS domain names will be available immediately and the innovative uses for these domain names will pay dividends for the online community in ways that are not currently foreseeable.

18(b).3 User Experience

The .NEWS TLD will enhance users’ Internet experience.

The .NEWS TLD will function with leading-edge technologies and adopt business practices that ensure a trustworthy and positive user experience. MLG will work with registrants and relevant stakeholders through a .NEWS Advisory Board that will continuously garner feedback, advice, and suggestions and when appropriate, suggest practices, technology and policies that help meet and exceed the expectations of .NEWS TLD users. One of MLG’s goals for the .NEWS TLD is to ensure that the .NEWS online infrastructure and aggregation of websites and services encourages Internet users to interact online more frequently and rely on .NEWS domains for all their news and news related needs.

MLG intends for users to perceive the .NEWS TLD as a trustworthy platform of online news. MLG intends to adopt industry leading standards and policies to provide a safe and legitimate Internet space, and enhance user experience by mitigating security-associated risks. These risks and policies are further described in our responses to Questions 26, 27, 28 and 29.

MLG intends to adopt policies that develop the .NEWS TLD in a manner that provides an easily navigable and predictable domain name space--for example, ‘geographicalname.news’ for localized websites, and ‘product.news’ for websites related to news about specific products. All of this will enhance users’ experience online by lessening confusion when browsing and interacting online.

18(b).4 Registration Policies

The .NEWS TLD will adopt contemporary registration policies.

The .NEWS TLD will be open and unrestricted, allowing anyone to select an appropriate .NEWS domain name for their own legitimate purposes. Illegal uses of .NEWS domain names will not be tolerated. MLG will implement an Acceptable Use Policy as further described in response to Question 28, and will implement the UDRP, URS, and all other ICANN-required rights protection mechanisms. Further, MLG intends to implement additional rights protection mechanisms as described in response to Questions 28 and 29. Registrants offering services not related to news will have lessened interest in the .NEWS domain because .NEWS has limited intuitive appeal outside the news realm. The price point of .NEWS will help ensure that .NEWS domains are not abused and are competitive against other TLDs.

18(b).5 Privacy Policies

The .NEWS TLD will adopt contemporary privacy policies.

We recognize and affirm the need for security of private and personal information on the Internet. We also recognize that the operation of a TLD necessarily involves the collection of personal information. MLG intends for users to perceive the TLD as a trustworthy indicator of the source of online information and services. User trust is enhanced when users are confident that their private or confidential information is securely protected. We intend to minimize any risks to our registrants by maintaining industry standard protocols for the protection of the personal and confidential information of registrants. With respect to Whois data, MLG intends to comply with ICANN policies and otherwise to ensure that complete and accurate Whois information is readily accessible for every .NEWS domain name. Moreover, MLG intends to offer additional Whois verification of each registrant’s email address as discussed in response to Questions 26, 28 and 29. Still further, MLG and its partners intends to scan the websites in the .NEWS TLD periodically for malware infusion, and take appropriate action for the benefit of Internet users.

MLG will deploy DNSSEC and comply with all of the other policies and practices required by ICANN in the Registry Agreement and⁄or via any Consensus Policy. And of course, MLG complies with all applicable laws and regulations relating to Internet security and the privacy of users’ confidential information. Furthermore, CentralNic already employs commercially reasonable practices with respect to the security of online transactions and users’ private or confidential information.

Our approach to privacy on the Whois service is two-fold:
1. Our Whois service is rate limited to prevent ʺdictionaryʺ attacks where attackers try to obtain large volumes of Whois records by making repeated queries.
2. Contact objects associated with natural (as opposed to legal) persons can ʺopt outʺ of display in the Whois service, though their information is still made available via the secure Searchable Whois Service (SWS). Additional details can be found in our response to Question 26.

18(b).6 Outreach and Communications

MLG will engage in extensive outreach initiatives and communications campaigns for the .NEWS TLD

The use of .NEWS domains will effectively communicate the availability of the TLD to the intended audience, not only for the specific purpose at hand but also for more general or intuitive purposes. For example, a user who first sees an advertisement for ‘productname.news’ may later directly navigate to ‘company.news’ to search for other products of the producer. In addition to MLG’s own specific efforts to communicate the new TLD to its intended audience, MLG expects the online community and relevant media to further communicate the TLD as they discover the many domain names, websites and services located at .NEWS domains. As the first generic TLD targeted to the news and news services market, MLG expects a substantial degree of publicity and word-of-mouth marketing within its target markets.

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