The latter have always been the domain of the public relations professional, who communicates client messages editorially, but only if the publication sees value in such messages for its readership.

FORBES: Journalism: Money vs. Merit

For example, Inky.com, which is working on a new email client, bought up in.ky to prevent squatters from taking it (and perhaps to use as an actual domain should they ever have enough money to move some of it to the Cayman Islands as an offshore tax haven).

FORBES: New Domain Names Herald Latest Land Grab