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10/30/2006
04:48 PM
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Brief: Hell.com's Fury Less Than Anticipated

A company auctioned off 113 domain names out of 312 for more than $4.75 million during its live auction at an industry conference last week. The rest, including Hell.com, will have another chance.

Owners of the domain name Hell.com had another chance on Monday to get the $2.3 million they sought in a recent live auction.

Seevast Corp.'s Moniker unit held a silent auction until noon for names that failed to sell on Friday. Observers, however, said it was unlikely that Hell.com brought the minimum price set by its owners. Results were expected to be announced late Monday.

On Friday, Moniker auctioned off 113 domain names out of 312 for more than $4.75 million during its live auction at T.R.A.F.F.I.C. East, an industry conference held in Hollywood, Fla. The amount reflected a 126 percent increase over the $2.1 million auction held in May, and a 990 percent increase over the $435,000 in domains sold the same month a year ago. The interest in domain names has been heightened by the steady growth of the online advertising business.

The biggest winner in Friday's auction was Cameras.com, which sold for $1.5 million. Others names getting big bucks included flowers.mobi, $200,000; mortgage.net, $149,000; VB.com, $130,000; creditcards.net, $120,000; Sexeducation.com, $120,000; Own.com, $115,000; and University.org, $100,000.

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