Stuart Lawley Chats About ICANN & The New gTLD’s On Cavuto Fox Business Show

Stuart Lawley the CEO of the ICM Registry, which operates the .XXX top level domain name extension and an applicant for .sex, .porn and .adult was interviewed by Cavuto, on Fox Business News, in a segment which lasted over five minutes.

My favorite quote from the Story from Lawley on new gTLD’s in response to Cavuto’s question won’t the new gTLD’s be confusing to users:

“There will be confusion, but in 3-5 years from now people will look at the internet very different and people will look at a domain and know exactly what they are getting.”

Fox Business News from Jason on Vimeo.

Has Frank Schilling been the inspiration behind one company’s XXX spending spree ?

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Sometimes there is a lot of information that is provided in a long comment thread that goes unnoticed, many may not keep up with string of comments and some miss them entitrely.

It was big news this week that Tube.xxx and Tubes.xxx sold for $750,000. The buyer of those names Really Useful out of Turks and Caicos is owned by JT who was one of the founders of You Porn.

Really Useful launched the first ever .xxx domain Casting.xxx. That was covered in several non adult publications such as The Register.

JT had Stuart Lawley paste his comments from GFY.com in the comments and then made a post here. The notable takeaway from all of this was that JT said it was Frank Schilling and his video and take on the new gtld program. After watching the video JT said, “This video was fundamental in me embarking on the recent spending spree”

Of course many wonder why someone would spend this kind of money where many other domainers and adult companies are not. That is a very legitimate question. One that JT goes to great lengths to explain.

The following is the post JT made on GFY and then that is followed by his first comment on thedomains.

“With hindsight, I would have bought a lot more .xxx domains when I was part of the founders program back in 2011. The reason I didn’t was because my company had not launched any websites at that point and I could not afford more. The first 2 sites I launched in September 2011 were the first ever .xxx sites to go live, namely casting.xxx and orgasms.xxx. The revenues generated paid back the domain purchases within 6-8 weeks of launch. Since then, the revenues from those 2 .xxx domains enabled me to launch new site after new site. In my network I now have 17 of the highest rated websites of all time on the tubes. On the .xxx extension, in addition to the 2 mentioned above, I have mom.xxx and StrapOn.xxx

I have over the past 12-18 months, been adding to my collection of .xxx domain names, with some high profile ones being announced to the industry. Prior to me buying tube.xxx and tubes.xxx for $750k, I purchased teen.xxx for $400k, and a deal for BDSM.xxx, Mature.xxx, PublicSex.xxx which stood me in $200k. I also own the domains massage.xxx, Czech.xxx, party.xxx, erotic.xxx, callgirl/s.xxx, girlfriends.xxx, audition.xxx, agents.xxx, escortagency.xxx, kiss.xxx, 360.xxx cloud.xxx, mega.xxx and around 150 others. F*ck, I even own boycott.xxx

Not all of these domains were purchased from ICM, some were purchased from people who registered them on general release for the $80, and they did very well out of the small investment. And regarding the purchases, quite obviously, I am not paying for these domains in one hit. ICM registry don’t hide the fact that ANYONE can approach them for a domain on their “premium domain” list, present a business plan and repayment schedule, and if favourable, you pay your deposit and ICM will release the domain to you. It is what I have done with most of the keyword domains that I have purchased, and I have a LOT of keyword domains.

Also, another huge factor in me investing so much money into .xxx domains lately is the fact that ICM Registry have won the rights to .porn and .adult, and they are expecting to be successful at auction for .sex. ICM registry are grandfathering the rights for .porn and .adult to .xxx owners. So, with the my purchases of teen.xxx and mature.xxx for example, I will also have the domain teen.porn, mature.porn. (and .adult and maybe .sex). You see, you get 3 domains for the price of 1, potentially 4. That means that I can launch 3 or 4 separate websites on the 1 purchase.

Additionally, I have all the search term stats from YouPorn from late 2006 till the sale in May 2011. We used to get over 600m searches a month in our internal search engine. This gives me a very clear insight to the category killing keywords. As and when I can afford them, I purchase more.

The reason I purchased tube.xxx and tubes.xxx?
1. sentimental reasons because of my background.
2. One of the objectives of launching a pay site network was to emulate the tube sites of today. To achieve this, I had to build out a network of the best possible stand alone websites. I did this from the knowledge and experience gleaned from the content partnership program we launched at YouPorn in March 2007. Quite simply, from the inside of a tube site, you get to learn what the typical user wants to see and how to deliver. I studied the content on YouPorn on a daily basis, and still do, looking for what users liked, what they didn’t, and worked with the content partners to make their clips perform better, with fantastic results. YouPorn, for many pay sites, was the lifeblood to them keeping the site running. We were the #1 affiliate for most content partners that submitted their content to us, especially those that accepted our help.

Please look at this link: http://www.youporn.com/channels/most_popular/alltime/ You will see that of the top 12 highest rated websites of all time on YouPorn, 10 of them are mine. Its only Nubiles and BRCC that are not.

I am now in a position to launch the tube site that I have been working hard at for 3 years. In this time, I went from a staff of 4 people to over 80 currently today. My teams shoot in excess of 150 full scenes per month exclusively for my network. I have crews in London, Prague, Budapest, Florida and LA. All this has been made possible by simply joining the content partner programs of the major tubes, and delevering clips that their users will like. I wrote a guide on how to monetize the tubes, you can download it here: https://content.porntube.com . There is no secret to what I do.

Yes, I only have 4 .xxx domains live in all this time, however, many of the keyword.xxx domains I purchased was to monetize my existing content. For example, agents.xxx will be a culmination of FakeAgent.com, FemaleAgent.com, FakeAgentuk.com, and PublicSex.com will consist of FakeTaxi.com and PublicAgent.com. I recently launched a compilation site that consisted of all my cream pie scenes, under LoveCreampie.com, and we took over $5k in revenues in the first month.

In the advent of the 1,000′s of gTld’s being released, the search engines “have” to change. the users need to adapt they way they search. Please watch this short video by Frank Shilling, the worlds biggest domineer (sic), and the early adopter of .xxx domains http://www.youtube.com/watch?v=p75KeJN9D0E He explains it way better than I could ever do. This video was fundamental in me embarking on the recent spending spree.

In writing this post, I have tried to be as honest and open as possible. Hoping to give you an insight into why I am spending so much money on .xxx domains and why this is working for me. I am not trying to antagonise you or anyone and really don’t want to start a riot. For sure, there are still .xxx haters on GFY, and everyone is entitled to their own opinions. Its clear that .xxx is not for everyone.

My closing note is that, as long as you pay your renewals, your .xxx domain will last generations. I have 6 kids, and I plan to leave them a legacy of some of the most powerful domains in the adult industry. .xxx is gaining traction, with the imminent launch of .porn and .adult, the extensions will be gaining speed. It may take another year, 2 years, 3 or 4 years to really deliver on the promises, but I for one, am grabbing as many keywords as I possibly can.”

“I am not looking for justification on anything I do, not least the price I have paid for the recent acquisition of tube.xxx and tubes.xxx. But I do feel that an explaination as to why I have made this purchase will hopefully help you understand better.

I was part of the team that grew YouPorn from zero (Aug 2006) to 370m users a month (May 2011). We did not buy traffic, we launched the industries first content partner program, purchased $m’s of dollars of licensed content and within months of our launch on 26th August 2006, we did not rely on user uploads. This is testament to the sheer lack of DMCA’s we used to receive each month.

It was not by accident that we had an average page view per visitor of over 10, which was near 50% more than that of our competitors. It was our choice NOT to have pop unders on the site, even though the high 6 figure offers were on the table on a near weekly basis. We chose NOT to save 10′s of $1,000′s of dollars a month by throttling our bandwidth, so very rarely did our videos buffer, even in late 2006. We also discovered that instead of adding new banner spots to the site, that when we removed them, it had a very positive affect on page views. Having less banners on our site actually increased our ad revenue. Vendors would bid 2-3 times higher on our ad space than those on comparable tubes, because CTR on our banners were 2-3 times higher. You see, only a small percentage of users have a “click” in them post masturbation. Serving less, but more relevant, more appealing banners, helped us increase the CTR, thus increasing the demand and revenues.

We also listened to our users, and had a 3 strike rule. If we received 3 similar complaints about a product or banner for instance, the service would be removed, reviewed and adapted or replaced. Also, we only did 2 major changes on YouPorn in the time we had it. In 2007 we changed the logo and in 2008, we changed the framework to show 5 thumbnails in a row instead of 4. The YouPorn users didn’t like us modifying the site, and they were very vocal about it. They were also very forward with their thoughts and ideas on how to make YouPorn even better.

We did not run video ads for a long time, and when we did, we pre approved each and every one. We were very protective over the user, and would not subject them to some of the nasty video banners that you see today.

As with the content partner program, we were industry first at launching many user experience enhancements. For instance, we created the “we recommend” algorithm. We could footprint a users activity, and after only 6 visits, we could categorize that user. This enabled us to know what the user liked, what he is likely to find appealing in the future, and deliver content on that data. For many users, the “we recommend” section was their first port of call. This also enabled us to serve banners that were relevant and appealing to that user. It also helped us identify the types of niche that we were lacking on content, and we would go and buy the rights to this type of content, to give to the users for free. If you can second guess what a user is going to like, and provide that for them, you have a happy, returning user, that will tell his friends about your site. With our algorithm, we were quite a few steps ahead of the user in that respect.

YouPorn was often described to as the peoples tube, it was a brand, a cult, a very loyal user base. Thats what Manwin bought from us in May 2011. Is it the same site today? No. Has YouPorn become “just another tube”? In my opinion, yes. Do I think it makes more money today that it did when we had it? Hell yeah!!! We were a team of 7, Manwin/MindGeek have 100′s of staff, optimising even the smallest of revenue streams, of course they make more money.

So there you have a little piece of history on how the incredible team at YouPorn did what we did. Which leads me to why I have paid $500k and $250k for tube.xxx and tubes.xxx respectively. I am not looking to justify the price I paid. If I wanted to do that, I would answer the calls from my ex wife.

As my previous post alluded, I have reached the pinnacle point with my pay sites that now enables me to start my own tube site. It needs NO support from content partners, I will NOT buy traffic, I will NOT be selling advertising and I will NOT be accepting user uploads. But what I will be doing is creating a very unique, and in my opinion, the perfect tube site, based solely on my experience.

So, what will I do with tube.xxx and tubes.xxx? First, let me explain the issues that the tubes face today:

Last year, on the YouPorn blog, they asked users “How can we make YouPorn better?” 2 of every 3 posts was “Please remove the disgusting video banners”. Unfortunately, for a user, these video banners have the biggest CTR you will find and make the most money for the tube. For me personally, I HATE it when I am looking at a very sensual video on a tube, for the NTV A and B banners to have very rough or violent sex video banners playing. I guess I am part of the 66% of tube users that also detest these banners. Take on board their comments about im ads, audio on pop unders and other annoying revenue generating methods that have crept onto the tubes, and that 66% increases to 75-80%. Those are users that are unhappy with their experience. Every tube does the same as the next, so that is why tubes are not seeing the loyalty that we did at YouPorn. Remove those traits, and suddenly you have a tube that will give those users the experience they deserve, and trust me, there are millions of them, each and every day. They won’t all find tube.xxx or tubes.xxx on the first day of their launch, and I am in no hurry for them to do so. But when they do find them, history (and data) tells me they will stick around.

The first to launch will be tube.xxx. This tube will only consist of my own brands content. Brands such as FakeTaxi.com, MassageRooms.com, FakeAgent.com, mom.xxx, StrapOn.xxx, which are some of the strongest brands not only on the tubes, but the industry as a whole.

Why will tube.xxx work? An existing tube user has been exposed to all of my brands. And I built each of my brands from within the tube environment, by joining the content partnership programs of them all. Each day, my tube edited videos from each brand are amongst the highest viewed and highest rated videos on every major tube. It is estimated that we have on average, 8-10m video views a day across the tubes. From this exposure, we have around 15m visitors to my pay sites per month. I’ll let you do the math on possible sales ratios and the revenues I generate on that traffic.

On tubes.xxx I will launch a carbon copy of tube.xxx but open this up to a few select pay site networks, those that allowed me to work with them over the years, helping them build their brands, as I did, within the tubes. Working with editors of these companies helping them edit the best possible tube edit from their full length videos. Making sure that they only put out the best possible representation of their brand with each video. So, on tubes.xxx you will have, not only my highest rated content, but content of other highest rated websites on the tubes. Its about quality, and not quantity. Of course, there are strict caveats to being invited to participate.

People often questioned (but thanked) me for sharing with them my knowledge of the tubes and my proven business model in monetizing them. I did this, not only because I am a nice guy, but knowing that one day, I will create an exclusive, invitation only tube site that will be unrivalled in the industry.

I’ll also give you an insight into the revenues I make and why the sale prices stated in the press releases are in fact true, and achievable for my company.

I soft launched FakeHospital.com on Sunday 19th Jan 2014. Today, Friday 24th Jan 2014, I have over 700 members. On immediate revenue, another 6 days and I would have received back 100% of my outlay on the site. Looking at lifetime member value, I made my initial investment back in the first 3 days. The first tube clip hit yesterday, on YouPorn, it had over 1/2m views in the first 24 hours, already the highest viewed clip of the week and had a CTR of 2.34% on the banner. There were 62,701 unique visitors to the FakeHospital.com yesterday alone. This site alone will pay for tube.xxx and tubes.xxx by autumn 2014.

We also saw the same impressive results when we launched FakeTaxi.com, but this site took a little longer for me to break even, 16 days in fact on instant revenues. MassageRooms.com took me 21 days.

Every minute of my time spent with YouPorn, I was planning for my pay site network, planning the sites I would launch, and the day I launch tube.xxx, will make all those endless hours of watching porn and staring at data worthwhile.

I launched my first pay site in September 2011 and reinvested every penny into new sites. 2 years and 4 months later, I have grown from 1 site to 17, from a staff of 4, to over 80 today. I don’t have a fetish for hiring staff, but I do have a blue print for what’s needed to support each new site and I do not sway from that.

I’ll be the first to admit, its happened a lot quicker than I originally planned.

So, to answer all the questions:

Did I really pay the prices mentioned in the statements issued by ICM? Yes, but most on a payment plan schedule that is offered to each and everyone of you.

Am I happy with the purchase of tube.xxx and tubes.xxx? I set my heart on these domains in 2011, so I couldn’t be happier, really.

Have I over paid for them? Beauty is in the eye of the beholder, and to me, so is value. I am very comfortable with the prices I have paid.

Would I have paid more? Absolutely, and ICM knew that, but they are as excited as me to see these domains launch.”

This is my first post on TheDomains.com. I read a lot of comments from you all when Mike posted about my purchase of teen.xxx and BDSM.xxx etc and again with the latest purchase of tube.xxx and tubes.xxx

Feel free to ask me anything, and I will always answer any questions honestly.

I don’t consider myself to be a domainer, although I do own a lot. Maybe I look at domains differently to most on here. I develop websites, and very profitable ones at that. I have a very clear plan on the future of my company. For instance, I already know the next 20 websites that I will be launching, many of which are already in production. Some of these are tubes, some are “marquee” sites, such as BDSM.xxx, teen.xxx and girlfriends.xxx, and some are compilation sites using existing content on keyword domains such as mature.xxx, publicsex.xxx and kiss.xxx.

When planning sites, I look for niches, look for who are the players in those markets, tirelessly study their content on the tubes, join their pay sites and if I feel I could improve on this, then I start to build a team. Once everything looks to be falling into place, I secure a domain name. These can be $9 .com’s, as many have been such as FakeAgent.com FakeTaxi.com, Lesbea.com, and some are high priced as you have read.

I dont regret a single purchase of any of my .xxx domains. I would not sell any of my .xxx domains. I am also in the market for more. As Stuart mentioned, late last night I was offered viral.xxx and one hour later, it was in my GoDaddy account, and payment made via PayPal. Viral.porn will make a GREAT tube :)

In general availability in Dec 6th 2011, I registered around 70 .xxx domains. When ICM offered domains for around $10 (March 2013 I believe), I registered around another 50 domains. I have a game plan for everyone of them. Some I will develop myself, others I will work with adult companies such as AdultCentro.com. With them, I am launching a network of sites under the “love” brand such as Lovemoms.xxx (I have 30 other “love***.xxx domains and to build them into a network pass group of sites. They supply all the content, billing etc and you just pay for the bandwidth your paying member uses.

i’m not very familiar with what the typical .com domainer does with their domains these days, but in adult, there are some very clever companies with some very sophisticated platforms available for you to use. All you really need is a logo, and within days, you are up and running. You do not need any technical expertise to launch a site, they have support for that.

I am always interested in buying domains, especially .xxx, .porn, .adult. I consider them the best investment I can make. As in my pt1 post on GFY, a deciding factor to me was the YouTube video of Frank Shilling talking about the new gTLD’s coming to the internet. His short video literally put everything into place for me. It made me really understand the historic changes of the internet today, and the landscape for the future. I believe I am the best placed company in adult to take advantage of what will likely be.

The most important takeaway from this is that when someone is an end user they may see some value in an extension that most domainers see as Fool’s Gold. A lot  of the new gtlds which may be very narrow in scope are going to want to find their JT, so that someone is out there developing their namespace and bringing some light on the benefits of their string. Will it happen ?  Leave a comment.

Tube.xxx and Tubes.xxx Sold for $750,000

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ICM Registry the operator of the .XXX Top Level Domain announced today that they have sold the domain names Tube.xxx and Tubes.xxx for $750,000 cash.

The buyer of the domains, is the same company which has bought many of ICM’s highest .XXX domain sales; Really Useful, whose chairman JT is was a founding member of YouPorn.com.

Some of the other premium .XXX domains acquired by Really Useful and JT include Teen.xxx which they acquired for $400,000, Orgasms.xxx, Erotic.xxx, Casting.xxx, BDSM.xxx, Mature.xxx, PublicSex.xxx and Czech.xxx

JT said, “I have been working on a hybrid tube model for some time and buying tube.xxx and tubes.xxx was a no brainer.  I chose to launch with an .XXX domain over a .com due to the impressive stats on our existing .XXX sites as compared directly to our .com equivalents. I have also been studying the results that other major players in the industry are achieving with their .XXX sites, specifically the prominent rankings of .XXX domains within Google search results. Tube.xxx will contain our own exclusive content and offer the visitors a network pass to both our “sensual” and “fake” genres and brands. These brands are some of the strongest in the industry.”<

Really Useful is based in the Turks and Caicos Islands, operates 17 websites; many of them operating under the .XXX domains stated in this release above as well as other well known brands such as FakeTaxi.com, MassageRooms.com and FakeAgent.com.

ICM Registry also operates a search engine at Search.XXX and recently rolled out a directory on XXX.XXX

Where You Can Find Soon To Be Dropped Or Recently Dropped .XXX Domains

I had a reader ask me where they can find recently dropped .XXX domain names.

While drop list of .com, .net, .org .tv and .me are easy enough to find .XXX seems harder.

I checked Snapnames.com and although they have a .XXX option there are no dropping domain names listed, probably because they don’t try to catch dropping .XXX domains.

NameJet.com doesn’t have a .XXX TLD option to search for dropping domains.

The best source of soon to drop or recently just dropped .XXX domain is the registry itself.

icmregistry.com which operates the .XXX registry publishes a list which has a searchable database of soon to be or recently dropped .XXX domain names  here.

If a domain is available you will have to go to your favorite registrar and go register it but ICM seems to be the best way to track dropping or recently dropped .XXX domains

 

Stat Porn

Domainers like stats and here are some of an adult nature but also may help with domains, ppc campaigns and running your adult website.

PornHub.com took a look back at 2013 and while we are not going to get into the more risque stats, there were some that dealt with the numbers behind porn, the shift from the desktop to mobile and the most and least popular days.

The numbers are pretty big as Pornhub stated they had  over 14 billion visitors in 2013 which is not over yet.

Over the last year, our oh-so-valued users came to Pornhub an astonishing fourteen billion, seven hundred seventy–five million times. What a fantastically astronomical number of visits. The number of users who came to (and thanks to) our site, is so big that we had to make sure we were writing it out correctly. That works out to roughly 1.68 million visits per hour over the entire year. Thanks for giving our servers the workout you did this year – best diet ever!

These numbers show why ICM Registry was so adamant to control the extensions that deal with adult content. This is not a debate about whether they are good extensions or domain investments. It just shows you that with numbers so big, someone will always think they can build a better mousetrap.

The next stat from the year in review we are looking at is the Desktop vs Mobile

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pornhub-desktop-mobile-traffic-2012-2013b

With more users using mobile, these clicks actually pay less on parked pages.

Webrageous.com pointed out

It pays to advertise with mobile PPC campaigns

Targeting mobile users can be an effective tool in setting your campaign apart from the competition. These PPC campaigns can provide an easier route to growth via lower cost per clicks (CPC) and higher visibility. Unlike desktop campaigns, mobile campaigns offer special device targeting which can then be used along with location and contextual targeting to capture niche markets.

The best day to optimize your adult portfolios looks to be over the weekend so you are ready for the busiest day of the week – Monday

pornhub-days-most-least-visits-2012-2013b

You can read the whole year in review here, for academic purposes of course.