To me, just one question matters when it comes to a publication and whether it has a chance of long term success: Is it a must read?
This relationship (the “must read” obligation) is also the way many people feel about the “Dot Com” top level domain.
I agree that for commercial activity (i.e., for trademarks, brand names, etc.) this obligation to appear in the “dot com” registry seems reasonable.
What John says about the core community (the core “target audience”) of any publication is also something I wrote about with respect to the new proprietary top level domains — see http://www.circleid.com/posts/20141121_experience_and_evidence_point_to_strong_renewal_rates_for_new_tlds/#10369