The trademark application process requires a company/person to write down when a trademark was first put in commercial usage. In Howard's case it was when he published his web site. The trademark office hires freelance lawyers (financed by the application fee which is about $275) to examine each application. The most common proof of publication is the commercial usage of the name on a web site. The trademark lawyer will go over the application, click on the link, and contact Howard's lawyer if they have any questions. The process takes several months and up to 6. Once the trademark is approved Howard's lawyer will be mailed the trademark certificate. Unfortunately after the certificate is issued Howard will have ample legal grounds to go after (shut down) anyone who uses Conlon Road or Colon Road or Hershey Highway Photography or whatever as he could claim trademark infringement. Frequently when people are registering a new trademark they create a quickie web site. Then in the future they roll out a slicker site. My guess is Howard probably had someone who works for him buy a cheap $50 flash template and throw up a rough site. I can't imagine that Howard would create a site without hiring a pro or having one of his editor contacts in publishing proof his copy. Or I'm totally fucking wrong, and the web site is just the latest symptom of Howard's egomaniacal personality.