The use of “www” in website addressing will make a comeback with new top level domain names.

Type in any correctly configured domain name and you don’t need to include www. Technically www is merely a subdomain, that is why you usually see ads that just promote something like DNW.com instead of www.DNW.com. People know it’s a web address because of the .com.

Is it necessary to include www because many people don’t recognize, say, artwal.es as a web address?

As hundreds of new top level domain names come online over the next few years I think we’ll see a resurgence in the use of www when people display a web address. If you just saw a truck that had great.food on the side you might not think it’s a web address — much like I did a double take when seeing att.jobs on a billboard.

www.great.food? People get that. Well, they’re more likely to get that than great.food.

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