How much is worth?

Those who know about these things say that is the most valuable domain name in the world and its owner online domain marketplace Escom has hired online broker Sedo to handle the auction.

“The sale of presents buyers with a once in a lifetime opportunity,” observes Sedo’s sales director Kathy Neisen sagely. “It will enable the new owner to instantly define the industry.”

And a jolly big one it is too, of course. One of the interesting things here is whether or not any mainstream media companies such as movie studio owners decide to enter the auction. Which might give a clue as to how they see the industry developing over the next few years.

Will Rupert Murdoch take a look? Or Richard Desmond?

As to the price, goodness only knows. But we’ll keep you informed.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.