New York—The Direct Marketing Association has joined a host of other marketing associations, including the Association of National Advertisers and the Interactive Advertising Bureau, in publicly opposing the Internet Corporation for Assigned Names and Numbers' new top-level domain naming program. The program will enable so-called .brand domain names, such as .cisco or .coke.
The DMA called the $185,000 fee for the new top-level domain names “exorbitant.” “We fail to see the value of this program to our members,” said Larry Kimmel, DMA president-CEO, in a statement. “In fact, we foresee it costing them excessive time and money. We hope ICANN will back away from this program and the headaches it will cause, not only to our members, but the overall business community as well.”