Probably the most important news of my publishing career…

in Uncategorized by

I have never felt better about my professional future than I do today. That’s because I am now able to correct a decision made in the past.

When I first launched this blog several years ago, I thought the name “Saint Petersblog” was a cute play on my hometown, Saint Petersburg. Unfortunately, this was a short-sighted decision that has probably limited the growth of the site.

First of all, there was, unbeknownst to me,  another blog with a similar name, It, too, was about politics in the Sunshine City, so it was confusing to some when people said, “Did you read on Saint Petersblog about …”

Were they talking about Or were they talking about

As the site began to cover more than St. Petersburg politics, it was limiting to have a geo-centric name like SaintPetersBlog.  Readers in Jacksonville and Orlando have had a hard time finding our stories about their cities, even when we’re the only people writing about certain candidates and issues.

Then there were the readers who did not know that the site was based in St. Petersburg, Florida, and so they thought I was saying “St. Peter’s blog” (shocking to think anyone would confuse me with the saintly.)

There are also the people turned off by the word “blog.”

Worst of all — and this was just mentioned to me today — there are those who, for whatever reasons, lumped SaintPetersBlog with the St. Petersburg Times.

So if I had to do it all over again, I would have probably picked a more accessible, universal name and domain.

But what would that have been? By the time I got into the media game, most of the good domain names that would have made sense for my business were already taken. This continues to be the case, otherwise the Naples Daily News/Tampa Tribune would not have picked a clunker like “PoliticalFixFlorida” when they earlier this year launched their political blog.

So, in an ideal world, where any domain name is available, what would be the one best suited to my purposes?

What would be the ideal domain name for a website about Florida politics?, right?

But that’s such an obvious choice — such a perfect choice — that that domain was likely scooped up ten years ago and has been squatted on ever since.

Well, even squatters have to stretch their legs, or more to the point, pay their rent. So, this past weekend, I was offered the opportunity to purchase!

Actually, the owner of the domain had put it up for auction on eBay. But I reached out to him directly and made him an offer he couldn’t refuse. He accepted and transferred the domain to me Saturday.

So today, the future is very bright as I know own the best domain name in Florida politics, namely,

I can’t tell you how excited I am about this. This is the chance for a major re-branding and re-launch of our work so that we can offer what no one else has been able to do: a genuinely statewide political news website,updated in real-time. In other words, a POLITICO for Florida.

There are a lot of questions to answer (what to do with SaintPetersBlog, who to hire, advertising rates, etc.) and there is a lot of work to do, but the goal is to launch after the 2014 elections in order to be positioned for the 2016 presidential race and the 2018 statewide elections.

I am also open to offering some very limited investment opportunities. From advertising on SaintPetersBlog, Context Florida, and Sunburn, we have the revenue flow to build this next project, but one or two angel investors could make it even easier. Email me with serious inquiries.

We have the content, we have the writers, we have the track record, we have the strategic positioning, and we have the know-how. Like Brad Pitt and Ed Norton in Fight Club, we just needed to give it a name. Now we have the perfect, perfect, perfect brand for a website about Florida politics.

Welcome to what’s next!

Peter Schorsch is the President of Extensive Enterprises and is the publisher of some of Florida’s most influential new media websites, including,,, and Sunburn, the morning read of what’s hot in Florida politics. SaintPetersBlog has for three years running been ranked by the Washington Post as the best state-based blog in Florida. In addition to his publishing efforts, Peter is a political consultant to several of the state’s largest governmental affairs and public relations firms. Peter lives in St. Petersburg with his wife, Michelle, and their daughter, Ella.