A complex Internet address kills traffic to a site on the World Wide Web, but the surge of new sites is rapidly using up the simple names. By year's end, new domain names will join .com and .org to ease the squeeze. Some Internet service providers let you preregister your company's name with expected new endings (at right). Even if you have a Web site at (yourname).com, you may want to reserve yourname.store, too, so you don't lose your customers to another site using the same name.
For an extended, online-only version of this story, see "The Web's Domain-Name Game Is Getting Trickier."
EDITED BY EDITH UPDIKE
Updated June 15, 1997 by bwwebmaster
Copyright 1997, Bloomberg L.P.