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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.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.Words that allow them to own a category such as and cardiology.com, two of the domain names they bought at the auction.To help figure out a word's potential value, they see how many hits it will produce using Google. The first guys did really well then it became more difficult."And expensive.They are bidding furiously at this auction of Internet domain names, with hopes of snagging At the end of first quarter 2007, at least 128 million domain names had been registered worldwide, a 31% increase over the previous year, according to Veri Sign, which runs some of the core domain name directories for the Internet. It's your stake in the ground, your stake in the Internet." At the Manhattan auction, Fischer and Goldberger snatched up four names for more than

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.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.Words that allow them to own a category such as and cardiology.com, two of the domain names they bought at the auction.To help figure out a word's potential value, they see how many hits it will produce using Google. The first guys did really well then it became more difficult."And expensive.They are bidding furiously at this auction of Internet domain names, with hopes of snagging At the end of first quarter 2007, at least 128 million domain names had been registered worldwide, a 31% increase over the previous year, according to Veri Sign, which runs some of the core domain name directories for the Internet. It's your stake in the ground, your stake in the Internet." At the Manhattan auction, Fischer and Goldberger snatched up four names for more than $1.2 million and a fifth for a client, representing only a handful of the names sold for a total of $12.4 million during both the live and silent auction. Goldberger's entry into the business was unorthodox to say the least. sued him, alleging trademark infringement after Goldberger registered esqwire.com, which resembles one of the company's magazines.

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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.

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.

Words that allow them to own a category such as and cardiology.com, two of the domain names they bought at the auction.

To help figure out a word's potential value, they see how many hits it will produce using Google. The first guys did really well then it became more difficult."And expensive.

.2 million and a fifth for a client, representing only a handful of the names sold for a total of .4 million during both the live and silent auction. Goldberger's entry into the business was unorthodox to say the least. sued him, alleging trademark infringement after Goldberger registered esqwire.com, which resembles one of the company's magazines.

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.

They are bidding furiously at this auction of Internet domain names, with hopes of snagging One name -- -- went for million but paled in comparison to the sale of sex.com, which sold for 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.

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.

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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 $2 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.

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