Goes on Auction Block

NEW YORK — is on the auction block, but the eventual selling price could weed out potential suitors.

“This is definitely a great opportunity for some of the big boys,” auctioneer Richard Maltz told XBIZ. “In order to bid for the domain, potential buyers will have show up and provide a $1 million certified check.”

The auction will be held at the law offices of Windels Marx Lane & Mittendorf in New York on March 18.

“There is an opportunity for someone to substantially change the website and make a great profit,” Maltz said.

According to Maltz, the public auction sale is pursuant to a foreclosure of a security agreement with Escom LLC and that the site is currently owned by DOM Partners LLC of New Jersey. has been trying to ramp up its brand after Escom purchased the company for $14 million from Internet entrepreneur Gary Kremen in 2006.

But after four years and numerous announced deals with heavyweights — including Playboy, Naughty America and Spice — the site never had the traffic as expected., according to Alexa, has a worldwide traffic ranking of 67,217, with a U.S. traffic rank of 26,652.

Additional details of the auction are available here.