Demand Media, the digital media company that powers popular sites like Livestrong.com and eHow.com, is preparing for this year's release of the new generic Top Level Domains (gTLDs) with its recent acquisition of the Denver-based domain registrar Name.com.

Name.com was founded in 2003 and customers have since registered nearly 1.5 million domains, as well as used the company’s tools and services to grow their online presence. Furthermore, Demand Media’s eNom subsidiary has more than 13.5 million domain names on its platform registered by more than 8,800 resellers and partners.

“Name.com will provide a direct channel for us to reach consumers and small businesses as they develop and manage their online identities,” said Richard Rosenblatt, chairman and CEO, Demand Media. “This becomes even more valuable as over one thousand new domain extensions are expected to become available for registration in the years ahead.”

ICANN initiated the process for launching new gTLDs in 2011, and received more than 1,900 applications for new domain strings. Once released, the new gTLDs will increase domain name choices to include memorable or descriptive strings, such as .blog, .nyc, .ninja or .hotel, as well as help businesses better organize their Web pages.

“Our strategy is to provide an end-to-end solution for all things domains  whether you are looking to consume or distribute names and services,” said Taryn Naidu, executive vice president of Registrar Services. “Name.com brings innovation, creativity and a deep commitment to their customers – factors which we believe are essential in the environment of new gTLDs.”