| Location, location, location! In Today's real estate | | | | name. |
| market the more desirable a commodity is perceived, | | | | So the million dollar question domainers must ask |
| the higher the value. Well, the same is true of | | | | themselves prior to acquiring a new parcel of virtual |
| "virtual" property within the domain name space. | | | | property - How much to pay for the domain name in |
| Of the one billion individuals worldwide who rely on | | | | question? Well, in theory the answer is - the present |
| the Internet as a means to acquire information, | | | | value of all future revenue expected to be realized |
| conduct transactions and communicate with others, a | | | | from owning the domain name. So, if one invests in a |
| majority rely on search engines, such as Google and | | | | domain that generates $100 a month from |
| Yahoo, to find Web sites that will provide them with | | | | pay-per-click ads over a five-year horizon, one might |
| the information they are seeking. However, with that | | | | argue that they should pay $X, where $X is the |
| said, there are also those Internet users who choose | | | | amount they would need to invest, in the given |
| to bypass the search engine technology at their | | | | market conditions, to yield a revenue stream of $100 |
| fingertips, and instead, type what they are looking | | | | per month for a total of 60-months (assuming at the |
| for directly into their Web browser; a phenomenon | | | | end of the fifth year, they can resell the domain for |
| that has been coined by Internet marketers as Direct | | | | exactly the amount they purchased the name for |
| Navigation. Such "type-in" traffic is a key component | | | | five years earlier). |
| in determining the value of that particular domain | | | | |