The anonymous owner of realitytv.com recently hired brokers at Sedo.com to rustle up interest. Gregory Manriquez, VP-business development, floated the URL's availability to prospects, but when no takers emerged, Mr. Manriquez hired public-relations firm Dan Klores Associates to drum up publicity.
Mr. Manriquez claims he's not envisioning a bubble-era price tag, a la business.com, which sold for $7.5 million in 1999. His expectation: "Well into the six figures." He declined to disclose his minimum asking price. Market reaction? Mixed. Jupiter Research analyst David Card notes that the ubiquity of search engines has decreased domain names' importance: "You shouldn't overpay for a domain name unless it is your own brand." But Tammy Treglia, a partner of TV producer Vin Di Bona, a pioneer in the reality-TV genre-and who owns the domain name reality.tv-maintains that "people have offered to buy it."
Given the clamor around Reality 24-7, Fox's reality channel slated for a 2005 launch, interest may increase. Mr. Manriquez hopes to clinch a sale soon. But The Buzz- marveling at the continued interest in this cultural phenomenon-believes Sedo.com might find a wait worthwhile.