Over the last few years the general public has come aware of the Internet. During the same time period many organizations have established a presence on the Internet. This study deals with firms' initial Internet awareness through an investigation of their registrations of Root Domain Names as indicators of when firms sought to have an identifiable Internet presence. A firm's decision to register a Root Domain Name should indicate when the firm realized the potential of the medium and took action to stake a claim. The Internet domain registration system is currently in transition; therefore, studying the past and current state of Root Domain Name registrations may provide useful lessons for firms and policymakers in the future with regard to costs and benefits of early adoption decisions.