Yesterday I was reading an XBIZ article on Jack Mardack’s new DotXXXblog.com. The underlying tone suggests Mardack’s new blog is a mouthpiece for his belief this industry needs to improve its image. In an earlier article Mardack equates his fervor to the mainstream transformation of the gambling industry in Las Vegas.

It appears he is trying to create an environment that facilitates, what he refers to as, “an industry reformation.” More simply put, he wants the conduct of people in this industry to get in line with more traditional mainstream business practices. The end goal being to legitimize the industry, much as Las Vegas did with gaming. And he hopes this new blog will offer at least one mechanism for achieving that goal. If that’s where he’s going with this, I’m all for it.

The problem is you can’t find anything at his new blog that explains its intention. Instead it implies you are just supposed to “figure it out.” Figure what out? All I find are a bunch of documents apparently related in some way to the dotXXX TLD concern. He’s not tying things together, or explaining the importance of anything presented there. What’s with that September 11 post, “The three banners are fused into one image — and given an interesting file name?” I consider myself a fairly intelligent guy, but I’m sorry, I just don’t get it.

If Jack Mardack wants to be successful with this project, he’s going to need some better packaging. I could be wrong, but my guess is most people will leave scratching their head in confusion. Frankly, I doubt visitors will stay awake long enough to figure out they can’t figure it out.