This week’s new TLDs: .WhosWho and 4 EAPs

There aren’t many who’s registering this new domain name.

Only one non-brand new top level domain name goes live this week in general availability, and it’s a rather unique one.

.Whoswho went live yesterday. It appears to have only gotten about a dozen registrations on its first day and only has 22 names in the zone file so far.

This isn’t too surprising.

First of all, .whoswho is somewhat akin to .CEO. You can argue it fails the douche test.

Second, whoswho is a somewhat strange term. I associate it with spam and scams trying to get everyday Joes to pay to show up on a register. Some people have trademarked (or tried to trademark) this term around the world, leading to a handful of UDRP cases.

Third, the domain name is expensive. I checked several registrars and the cheapest pricing I found was $99.

Fourth, few registrars are carrying the domain name. You can blame a number of factors, including registry-enforced registrations requirements, for this.

For example, all registrars were required to offer free URL forwarding and email forwarding with the domain names. Also, new registrations go into a verification period to make sure they weren’t registered by someone other than the second level name registered.

If you’re looking for more traditional domains, Donuts has four entering EAP on Wednesday: .Coach, .Memorial, .Legal and .Money.

.Coach will be good for all sorts of coaches, sports or not. This domain name was originally challenged by the purse maker Coach, so it will be interesting to see how its protects its brand in this domain.

.Memorial will compete with Rightside’s .RIP, which has about 600 registrations. Despite its length, I prefer .memorial to .rip. RIP is a shorthand term that I’ve always thought was disrespectful to the dead…unless you are short on characters.

.Legal and .Money face lots of competition, but I think they have promise.