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![]() The .theguardian Dot BrandSPECIAL NOTE: Guardian News and Media Limited (the newspaper and media group) has withdrawn its application for the .guardian TLD and is focused on its .theguardian string application. The Guardian Life Insurance Company of America is proceeding with an application for .guardian. The Guardian was founded in 1821 and provides a unique style of global, independent and liberal journalism. The group publishes newspapers, news websites, social media accounts and various online products and services. It is also involved in film production. It was named Newspaper of the Year at the British Press Awards in 2011. Guardian News and Media foresees growth in media opportunities on the internet, has a stated "digital-first strategy", and has a "firm commitment to the primacy of digital technology to the future of journalism and publishing". This commitment has led to it becoming a world leader in digital journalism. The Group frequently experiments with new systems of digital communication. The goal is to reinforce its credibility and reputation, expand its outreach and achieve growth around the world. It has a daily average of 2.7m visitors. The launch of the .theguardian TLD will parallel the online expansion of The Guardian's brands and enhance its reputation for journalistic excellence, innovation and independence. It will assist in the unity of the Group's domain name structure, online security and stability. It will also help guarantee the company's future. The TLD's usage will include at a minimum "websites, emails, online applications, online transactions, social media, directories and any new usages of domain names".
The Guardian has a strong commitment to corporate social responsibility. This includes a key commitment to sustainability, for example, it's two print sites have Carbon Trust certification, and the .theguardian string will help to "further diminish the Group's carbon footprint...". The Applicant holds trademarks on the term 'Guardian' in nine jurisdictions. Its .theguardian string will enable it to extend the awareness and protection of this valuable brand. "The TLD will control and protect Guardian News and Media's brands and services by providing an official digital hub..." The Guardian will restrict use of .theguardian domain names to itself and affiliates for a minimum of three years. In common with many brand domain applicants, it will analyse the state of the market and the relative success of other dot brands and consider the possibility of extending eligibility for registration. (This may require amendments to the Eligibility Policy.) Guardian News and Media plans to extend the registration base in the future (though not within three years of delegation). The Applicant's digital presence and mission of "empowerment, innovation and engagement" will be enhanced by the new string. Its business divisions will be able to register the "shortest, most intuitive, and most descriptive domain names possible". New email addresses will also be more efficient. The application mentions in passing that it will undertake international marketing and branding activities to promote the new string.
The Guardian will feature its new domain names in all its print and online content. There will be advertising campaigns. The application also implies that the Group will transition existing material over to the new TLD.
The Applicant's .theguardian extension will support various ICANN goals such as promoting consumer trust, security, and rights protection. The TLD provides an opportunity for accurate and reliable content to be offered. "The TLD has been designed to provide a trusted zone free from security breaches and technical problems." The Guardian's own brand and rights will be strongly protected and controlled. Privacy and confidentiality for visitor interactions will also be a high priority.
Visitors will be able to easily identify authentic Guardian sites as part of a digital hub without being impeded by the distraction of various generic and country code domain extensions. NOTE: GNM = Guardian News and Media
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