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As to generics, they're just hoping to capture traffic.You're just counting on people typing in generic names instead of using a search engine like Google."Malutta said domainers like Goldberger and Fischer are not "gaming the system" which in his opinion would mean registering domain names and then cybersquatting -- driving revenue off somebody else's trademarked name like Coca-Cola.

As to generics, they're just hoping to capture traffic.

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Over the years, Goldberger and Fischer have sharpened their formula for acquiring domain names and developing the sites using a fairly simple template, relying on research, savvy and plenty of instinct."You either know it or don't by hearing the name," Fischer says.

They look for names that hit the "sweet spot" -- short words that describe a high-value product or services related to it.

They are bidding furiously at this auction of Internet domain names, with hopes of snagging One name -- -- went for $3 million but paled in comparison to the sale of sex.com, which sold for $12 million last year, according to Cahn, who knew the site's buyer and seller.

When people type the generic names into their Web browser's address field, sites that generate pay-per-click advertising revenue appear. "This industry is like the wild, wild West right now and people have no idea how fast it's growing," said Jerry Nolte, managing partner of Domainer's Magazine, a new trade publication devoted to this little-known world. It's a piece of real estate on the Web that can't be replaced.

Word got out that Goldberger knew something about the thorny legal issues involving Internet domain names and people began approaching him for advice.

Goldberger's fascination with the burgeoning industry was sealed."I was an entrepreneur strapped into this suit-and-tie job," Goldberger said. These are boom times in an estimated billion industry that involves the buying and selling of domain names.Fischer, 44, of Brooklyn, New York, and Goldberger, 46, of Cherry Hill, New Jersey, figured there was money to be made early.But as white-hot as this business has been, it might not continue to mint millionaires."How long will this model last? Internet business partners Ari Goldberger, left, and Larry Fischer, demonstrate how they search and buy domain names on the Internet, an estimated billion industry. Quick," Fischer barks at Eli, the investor at the end of the phone. Fischer and Goldberger up the ante, and then again. When people type the generic names into their Web browser's address field, sites that generate pay-per-click advertising revenue appear. "This industry is like the wild, wild West right now and people have no idea how fast it's growing," said Jerry Nolte, managing partner of Domainer's Magazine, a new trade publication devoted to this little-known world.By Adam Goldman, Associated Press NEW YORK — Inside a midtown hotel, Larry Fischer is on his cellphone with a financial backer as his partner Ari Goldberger does quick research on a laptop computer. Some believe the industry's market value could reach billion by 2010 as people continue to purchase approximately 90,000 names a day and the number of domain registrars swells. It's a piece of real estate on the Web that can't be replaced.They also troll lists of names with domain registrations set to expire, enabling them to get a jump on buying it. Five years ago, the duo could get a good name for ,000.They don't bother with dot-nets or the others."Dot-com is king," Goldberger said. Now the minimum is more like 0,000 -- as the auction proved."Just owning a domain name as an investment, I don't see a problem with that."Anthony Malutta, a lawyer who specializes in trademark law at a San Francisco law firm, sees fewer trademark infringement cases thanks to improved laws."Trademark law involving domain laws is much clearer and much easier to understand," he said."It's pretty clear that registering a domain name that corresponds to somebody's trademark is actionable.The owners of the site get paid each time a viewer clicks on one of those links.Goldberger and Fischer declined to say how much money they make from pay-per-click advertising.

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