18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

MISSION⁄PURPOSE

The .book TLD will provide the publishing industry with an authoritative and intuitive identifier within the online environment. It will introduce increased domain name availability for the publishing industry via the introduction of a TLD string that is completely dedicated to its primary product segment.

The .book TLD will be introduced with restricted eligibility criteria. Second level domain registrations will only be available to industry participants, therefore providing the TLD with a defined audience, purpose and value proposition.

The .book TLD combines the strengths of modern technology with the established value of the printed word - creating a new online space specifically for the benefit of publishers and their dedicated target audiences.

The .book TLD will be launched with a marketing strategy that will help to position the TLD as the definitive online space for the presentation of information relating to books and other published material. Registration will require an International Standard Book Number (ISBN) which further supports the TLDs value proposition as the definitive, authoritative space for the publishing industry. Recognised worldwide, the ISBN is the standard international code affixed to any book published and released to market. The introduction of this feature will ensure the internet that the information they are viewing is genuine and authoritative.

The introduction of the .book TLD will address the key issue of domain name availability for books that are that being actively marketed by the world’s publishers. The .book TLD will provide a new space, free of the clutter associated with the current gTLD environment, allowing for the registration of optimal domain name strings that are tied directly to a book title, series or promotional marketing message. Domain names that mirror book titles will ensure marketing messages are delivered to the intended audience with more impact, resulting in a higher chance of message recall.

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