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The name went for a then record $7.5m when it was bought by two entrepreneurs at the height of the dotcom boom in 1999.
Now Jake Winebaum and Sky Dayton are reportedly auctioning the site.
The estimated price tag would be around 53 times the original sale price and three and a half times its annual earnings.
Business.com, which nowadays helps companies find products and services and which last year launched a how-to site called Work.com, said its traffic grew 50% in the first quarter of the year.
The domain name is likely to be one of the snappiest and easiest to remember on the net.
The Journal reckons possible buyers include the New York Times Company and its own Dow Jones parent.