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Minds
+ Machines
(M + M) will launch their new .law
extension when Sunrise begins July
30 (with General Availability
starting October 12, 2015)
and they are banking on limited
availability helping the new
gTLD take root on a playing field
that gets more crowded every week.
The registry operator says those
wishing to register a .law domain
will have to be "credentialed
legal practitioners."
It
might seem counter-intuitive to seek
success by purposely limiting your
customer base but if M + M's
strategy for instilling trust
in the new extension works, it is
much more likely to be looked upon
favorably by both legal
practitioners and consumers
seeking legal help.
The
first sign that their gamble could
pay off came today when M + M
announced a
strategic partnership
with ALM
Media, LLC, one of the
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world’s
largest legal media companies, to
collaborate on advertising and
marketing content for
.law across ALM’s legal
media publications, conferences and
digital platforms. In addition, ALM
will adopt over 100 .law URLs
for its existing legal properties
and new product
rollouts.
ALM’s
legal properties, including The
American Lawyer, Corporate
Counsel, The National
Law Journal, The New
York Law Journal and Law.com,
reach in-house counsel of Fortune
1000 companies, Am Law 200
firms and legal technology decision
makers. Today's announcement was
made at the Legaltech West Coast
conference that is currently
underway in San Francisco.
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.Law
CEO Lou
Andreozzi said, "We
are very happy to be working
with ALM, whose broad reach
and global reputation as a
legal media powerhouse is
unparalleled. We
designed the new domain to
provide the legal community
with opportunities to grow
their practices and brands,
while also providing a
way for the public to
identify legitimate legal
sources, and, just like .edu
or .gov, it is our
goal that .law will signal a
vetted and trusted
organization.”
ALM
CEO Bill Carter
added, “.Law promises to
provide the legal
marketplace with a
much-needed dedicated URL,
backed by strict
registration criteria.
We are looking forward to
being an early adopter of
the .law domain, which will
help us to stand out as a
reliable and high profile
resource for the legal
community. We are delighted
to be working with Lou
Andreozzi and the .law team
as they bring this
significant opportunity to
market.”
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Lou
Andreozzi
.Law CEO |
To
add a personal observation - I
noticed that John
Morgan is serving as the
Chairman of .Law. Morgan is one
of the most widely known attorneys
in our home state of Florida.
As Founder of the powerful consumer focused
law firm of Morgan &
Morgan the renowned businessman, philanthropist and political power broker
is seen on TV here virtually every
day. I would expect his support for
.Law will go a long way in helping
the TLD gain traction in the legal
community.
M
+ M said more
information on the .law launch will
be available soon at http://nic.law.
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