Back in September Drew McManus wrote about the importance of buying all important variations of your internet domain name address.

I just want to mention the importance of keeping the domain name you got. Within the last month, I visited the site of an agent and a performance group and both had let their name registration lapse.

As a result, no one could make an offer on any of the agent’s performers (especially given that he was on the road) or check out any of the other acts he represents. Nor could he receive any email because his address was his domain name which was now defunct.

For the artist, neither I nor anyone else interested in getting background information on the group could do so. All the information that would support press releases, all the video and music clips and all the pictures that will get audiences excited that the performance is coming to their town–it is all inaccessible. They too were on the road with their manager so getting support materials sent was difficult. Like it or not, the internet is the way prospective clients and patrons research performers and venues.

I contacted both entities pointing out that their internet presence was gone. I discovered in one case, the answer to why it lapsed was fairly simple but it is a cautionary tale for others.

The main reason why domain renewal gets overlooked is because no one is getting the reminders. The people who handle the registry of names are pretty organized and are eager to remind you to renew as far as 90 days before it is due. Because renewal is fairly cheap a lot of people pay for multiple years up front. The problem is, if the person handling those arrangements for your organization leaves and you delete his/her email address, you might never receive the reminders.

The lesson here is insist that the contact person email address be set to something generic like webmaster@yourdomain.org that passes to each new person in that position.

The registry companies will also try to reach you by regular mail too. However, if that address is incorrect or you moved or got a new PO Box and your forwarding has expired, you miss out again. Even if you do get the piece of mail okay, the companies have lot of services they want to offer you so the mail tends to look like junk mail. Especially if it is addressed to a person who worked there a year ago or is addressed generically to Webmaster.

Heck, if you aren’t a tech saavy person, even registering online is confusing. Check out GoDaddy.com . How quickly can you figure out how to register a domain name for the first time? How about renewing it?

Also, another reason to have email go to a generic address that can be passed around. It is two years after the old tech guy left, you don’t know the password for the account associated with your domain name. You can have your password sent of course–but it is going to the old tech guy’s email address which was deleted. (Of course, you could just recreate his email address with your own password, but the example wouldn’t be as scary.)

The worst case scenario is that the domain name is allowed to lapse for so long it goes up for auction and is purchased by someone else who then offers to sell it back to you for $10,000 or more. Though if you go that long before someone points out your website isn’t working, it probably wasn’t helping your organization’s public image and relations to begin with. Or people don’t think enough of your company to point it out.

Came across something a little disturbing yesterday. I don’t remember where exactly. It took me awhile to track it down via Google.

According to the Center for Digital Democracy, phone and cable companies are moving to make every action we make on the internet billable. There is also the possibility that competitors and people espousing views they don’t agree with might be marginalized. Apparently all the money I am paying for my connection isn’t enough for them.

My first thought was that this will probably backfire on them the same way trying to restrict file trading hasn’t really been beneficial for record companies. Yes, they control the methods of communication and that is a lot of leverage. But if there is one thing you can depend on American ingenuity for, it is finding away to circumvent the Man. Some college kid or a municipality or a competitor will see a need to be filled by an alternative.

And if people are faced with the choice of spending a Friday night running the meter on their cable modem or spending some of the same money on a live performance, maybe they choose the live performance, eh?

But assuming that the companies are sneaky and gradually introduce fees so that people will come to accept them, this could also represent a threat to arts organizations. It could become more difficult and expensive to promote your shows via email and digital media than it is now. And what happens if the president of the local cable company is on your competitor’s board and decides to curtail your bandwidth and exposure on the internet ever so slightly?

This isn’t something you want to think about, but probably should keep your eyes on.