Jeanette K. Danielsv.TGN Services, LLC

Trademark Trial and Appeal Board

Oct 11, 2016

No. 91204462 (T.T.A.B. Oct. 11, 2016)

This Opinion is not a
Precedent of the TTAB

Hearing: June 21, 2016 Mailed: October 11, 2016

UNITED STATES PATENT AND TRADEMARK OFFICE
_____

Trademark Trial and Appeal Board
_____

Jeanette K. Daniels

v.

TGN Services, LLC
_____

Opposition No. 91204462
to Serial No. 85331574
_____

Jeanette K. Daniels, pro se

Jordan A. LaVine and Alexis K. Arena of Flaster/Greenberg, P.C.
for TGN Services, LLC.
_____

Before Cataldo, Adlin and Heasley,
Administrative Trademark Judges.

Opinion by Heasley, Administrative Trademark Judge:
Applicant TGN Services, LLC applied to register the proposed mark
PROGENEALOGISTS (in standard characters) on the Principal Register in
connection with the following services:
publishing of narratives in electronic manuscript and
electronic book forms in the field of genealogical historical
data, family history data, census data, birth, marriage and
death records; providing online publications in the nature
of newsletters, reports and magazines in the field
Opposition No. 91204462

- 2 -
genealogical historical data, family history data, census
data, birth, marriage and death records; publishing of
books, reports, charts, magazines, newsletters and guides
in the field [of] genealogical historical data, family history
data, census data, birth, marriage and death records in
International Class 41;
and
providing research services in the field of genealogical
historical data, family history data, census data, birth,
marriage and death records; consulting and advisory
services in the field of genealogical historical data, family
history data, census data, birth, marriage and death
records in International Class 45.1
Opposer Jeanette Daniels, a professional genealogist, opposes registration of the
PROGENEALOGISTS mark on the ground that it is generic or highly descriptive of
Applicant’s genealogical services, and has failed to acquire distinctiveness. The
matter is fully briefed and the parties appeared at an oral hearing.2 For the reasons
that follow, we sustain the opposition.
I. Background
Applicant’s predecessor-in-interest, ProGenealogists, Inc., was founded in 1999

1 Application Serial No. 85331574 was filed on May 26, 2011, based on Applicant’s claim of
first use anywhere since November 30, 1998 and use in commerce since at least as early as
January 31, 1999.

2 After the parties filed their main briefs, pro se Opposer filed a Reply brief, 268 TTABVUE,
followed the next day by a second, corrected substitute Reply brief, containing such
improvements as a table of contents, a table of authorities, blanks in the prior version filled
in, increased footnoting, page numbers, and a certificate of service. 269 TTABVUE. Several
days later, after the time to file a reply brief had passed, Opposer filed a third version of her
Reply brief, with a motion seeking an extension of time to file based on excusable neglect.
271 TTABVUE, 272 TTABVUE. Applicant has opposed this motion. 273 TTABVUE. The
second, substitute Reply brief at 269 TTABVUE is timely, and has been considered. The
third, untimely Reply brief will be given no consideration. 37 CFR § 2.128(a)(1); TBMP
§ 801.02(c). We hasten to note that this makes no difference to the outcome of this proceeding.
Opposition No. 91204462

- 3 -
and incorporated in Utah in the next year.3 In October 2004 ProGenealogists, Inc.
applied to register PROGENEALOGISTS as a mark on the Principal Register for
genealogical research services.4 In 2006, when its application was refused as merely
descriptive, it consented to an Examiner’s amendment to seek registration of the
mark on the Supplemental Register.5 In 2010, ProGenealogists, Inc. was acquired by
Applicant, which is a subsidiary of Ancestry.com, Inc.6 The next year, 2011, Applicant
filed the subject application, claiming that the PROGENEALOGISTS mark had
become distinctive of Applicant’s services through substantially exclusive and
continuous use in commerce.7 15 U.S.C. § 1052(f).
Opposer, in her amended Notice of Opposition, avers that she is a professional
genealogist whose “genealogy college” educates its students to become professional
genealogists; she further avers that Applicant’s mark is generic or merely descriptive
and without acquired distinctiveness, and that “There is a competitive need for
Opposer, as well as other competitors in the genealogical industry, to use the
informational term ‘pro genealogist,’ ‘progenealogist,’ and ‘pro genealogists’ and other
similar words in relation to common goods or services or other attributes associated

3 Cottrill Dep. 4:18-21, 263 TTABVUE 117.
4 Application Serial No. 78500167, filed on October 14, 2004, based on Applicant’s claim of
first use anywhere since November 30, 1998 and use in commerce since at least as early as
January 31, 1999. See Applicant’s First Notice of Reliance, 259 TTABVUE 7.
5 Refusal, 52 TTABVUE 45, 232 TTABVUE 5; amendment, 52 TTABVUE 66-67, 234
TTABVUE 6-7; Reg. No. 3051870, issued on the Supplemental Register on January 24, 2006.
6 Meyerink Dep. 8:2-9, 263 TTABVUE 45; Applicant’s Answer to Amended Notice of
Opposition ¶ 2, 22 TTABVUE 2.
7 Applicant’s First Notice of Reliance, 259 TTABVUE 14, 16.
Opposition No. 91204462

- 4 -
with all aspects of genealogy.”8 For these reasons, Opposer claims that she would be
damaged by registration of the mark on the Principal Register.9
In its Answer, Applicant admits its ownership of Supplemental Registration No.
3051870 for PROGENEALOGISTS and its existence as a corporate subsidiary of
Ancestry.com, Inc., but denies Opposer’s other salient allegations.10
II. Standing
The Board found earlier, on consideration of Applicant’s motion for summary
judgment, that Opposer has standing.11 As an accredited professional genealogist, as
the head of a college that trains students to become professional genealogists, and as
president of the Salt Lake City, Utah chapter of the Association of Professional
Genealogists, Opposer clearly has an interest in using the words “pro,” “professional,”
and “genealogists,” or combinations or variations thereof for genealogy services.12 She
also has a reasonable apprehension that Applicant will assert rights in the subject
PROGENEALOGISTS mark against her.13 She thus has a real interest in this
opposition proceeding, and a reasonable basis in fact for believing that she would

8 Amended Notice of Opposition, 21 TTABVUE 2-5, ¶¶ 1, 3, 5, 8, 9.
9 Id. 21 TTABVUE 5.
10 Applicant’s Answer to Amended Notice of Opposition, 22 TTABVUE.
11 Board ruling on motion for summary judgment: “In view of the foregoing, we find that there
are no genuine disputes of material fact as to the issue of standing, and that Opposer has
standing as a matter of law. Therefore, Opposer’s standing will be treated as established in
the case.” 90 TTABVUE 5.
12 Daniels Dep. 42:1-6, 44:2-4, 56:3-4, 65:1-7, 65:25-66:3, Applicant’s Third Notice of Reliance,
259 TTABVUE 58, 61, 64.
13 Daniels Dep. 37:14-22,120:4-10, Applicant’s Third Notice of Reliance, 259 TTABVUE 57,
77, 82-83. See copy of cease and desist letter at 259 TTABVUE 82-83.
Opposition No. 91204462

- 5 -
suffer damage if the mark is registered. Coach Services Inc. v. Triumph Learning
LLC, 668 F.3d 1356, 101 USPQ2d 1713, 1727 (Fed. Cir. 2012).
Accordingly, Opposer has standing. See Alcatraz Media Inc. v. Chesapeake Marine
Tours Inc., 107 USPQ2d 1750, 1760-61 (TTAB 2013) aff’d per curiam 565 Fed. Appx.
900 (Fed. Cir. 2014) (petitioner established standing based on use of descriptive term
“Annapolis Tours”) (citing Lipton Indus., Inc. v. Ralston Purina Co., 670 F.2d 1024,
213 USPQ 185, 190 (CCPA 1982) (one basis for standing includes “descriptive use of
term in registered mark”); Stuart Spector Designs Ltd. v. Fender Musical Instruments
Corp., 94 USPQ2d 1549, 1553 (TTAB 2009) (competitors have standing to oppose
registration based on alleged genericness and lack of distinctiveness of product
configuration); Ipco Corp. v. Blessings Corp., 5 USPQ2d 1974, 1976-77 (TTAB 1988)
(cease and desist letter sent by applicant found sufficient to demonstrate opposer's
standing)).
III. The Record
Applicant’s record evidence consists of:
A first notice of reliance upon the subject application and its file history. The file
of the subject application is automatically of record. 37 CFR § 2.122(b)(1); TBMP
§ 704.03.

A second notice of reliance upon Opposer’s written responses to Applicant’s
discovery requests, specifically, written responses to requests for production of
documents, responses to requests for admission, and answers to interrogatories.

A third notice of reliance upon the transcript of Opposer’s discovery deposition.

A fourth notice of reliance upon exhibits I through K from Applicant’s motion for
summary judgment, which were also identified as exhibits during Opposer’s
discovery deposition, specifically: the June 5, 2014 cease and desist letter
Opposition No. 91204462

- 6 -
Applicant’s counsel sent to Opposer’s fellow genealogists James and Mary Petty,
and web pages from the Pettys’ HEIRLINES genealogy website.14

A fifth notice of reliance upon printouts of news articles demonstrating unsolicited
mention of Applicant’s mark.15

The trial testimony of Natalie Cottrill, founder of ProGenealogists, Inc.

The trial testimony of Kory Meyerink, co-founder of ProGenealogists, Inc.

The trial testimony of Antonia Sears, senior director of AncestryProGenealogists
(directing ProGenealogists’ operations under Ancestry.com).

The trial testimony of Brian Hansen, vice president of emerging businesses at
Ancestry.com, with exhibits.16

Opposer’s evidence of record consists of her notices of reliance, submitted on:

August 28, 2014, 35 TTABVUE through 54 TTABVUE;

October 12, 2014, 72 TTABVUE through 86 TTABVUE;

June 3-4, 2015, 96 TTABVUE through 260 TTABVUE.

Opposer’s evidence, often duplicative, includes dictionary definitions of “pro” and
“genealogist,” among other terms; numerous Internet sites using the terms “pro,”
“professional” and “genealogist” together; Internet pages from Applicant’s website,
ProGenealogists.com; website metatags used by Applicant, such as “professional
genealogist” and “genealogists”; readers’ comments and postings on Applicant’s
website and other genealogical websites; pages from Ancestry.com’s website referring
to Applicant; Applicant’s written responses to discovery requests; genealogical and

14 Although these items of correspondence may not ordinarily be introduced via a notice of
reliance, see 37 CFR § 2.122(e), they are admissible as exhibits to Opposer’s discovery
deposition, and Opposer has interposed no objection to their introduction.
15 259 TTABVUE 92 et seq.
16 259 TTABVUE 4, 263 TTABVUE.
Opposition No. 91204462

- 7 -
historical narratives that Opposer has published since 1980; Opposer’s certificates of
accreditation; materials relating to Opposer’s genealogical college courses;
Applicant’s cease and desist letters to professional genealogists James and Mary
Petty; the Pettys’ HEIRLINES website pages; USPTO file records relating to
Applicant’s subject and prior application and supplemental registration; materials
concerning the Association of Professional Genealogists. This summary is
illustrative, not exhaustive.
IV. Applicant’s Objections
Applicant objects that Opposer, during her rebuttal period, did not submit
additional evidence in rebuttal, but instead filed a “Rebuttal Brief.”17 This “Rebuttal
Brief” lists eight of Applicant’s arguments and offers Opposer’s rebuttal arguments,
citing evidence already of record, much like a reply brief.18 Applicant cites the
Trademark Trial and Appeal Board Manual of Procedure (“TBMP”) for the
propositions that evidence may not be introduced by attachment to a party’s brief,
and statements in a brief have no evidentiary value, unless supported by evidence
that has been properly introduced at trial.19 TBMP §§ 704.05(b), 704.06(b). Although
these citations are not entirely on point, neither is Opposer’s “Rebuttal Brief.” Simply
put, Opposer’s filing amounts to a premature brief on the merits of the case. See
Trademark Rule 2.128(a)(1), 37 C.F.R. § 2.128(a)(1). See also TBMP § 801.02(c). We

17 “Plaintiff’s Rebuttal Brief,” 261 TTABVUE.
18 Id.
19 Applicant’s brief, 266 TTABVUE 7-8.
Opposition No. 91204462

- 8 -
will accordingly give no consideration to the statements made in this filing.
Applicant objects that Opposer’s numerous notices of reliance function not as
“cover sheet[s] for the materials sought to be introduced,” as provided in TBMP
§ 704.02, but as unverified declarations containing factual allegations.20 We recognize
that notices of reliance merely serve to introduce the documentary evidence attached
thereto, and to indicate their relevance, and will accord them no greater import than
that to which they are entitled under the applicable rules.
Applicant next argues that “Opposer has failed to designate in her Notices of
Reliance the documents that are relevant to this proceeding. The Notices attach
approximately 1,000 pages of documents….”21 Applicant contends that Opposer had
the duty to designate the relevant documents specifically, and that her notices should
be stricken on this basis, citing FUJIFILM Sonosite, Inc. v. Sonoscape Co., Ltd., 111
USPQ2d 1234, 1237 (TTAB 2014). This argument is not well taken, for two reasons.
First, the sole issues in this case are whether Applicant’s mark is generic or
descriptive without acquired distinctiveness, so determining how Opposer’s evidence
is relevant to those issues is fairly straightforward. See Blue Man Productions Inc. v.
Tarmann, 75 USPQ2d 1811, 1813 (TTAB 2005) (general statement of relevance
sufficient for a collection of materials), rev’d on other grounds, 2008 WL 6862402
(D.D.C. 2008). Second, an objection that a notice of reliance fails to identify the
relevance of attached evidence raises a procedural deficiency that could have been

20 Id. 266 TTABVUE 8-9.
21 Applicant’s brief, 266 TTABVUE 9.
Opposition No. 91204462

- 9 -
cured if the objection had been timely raised. Corporacion Habanos SA v.
Guantanamera Cigars Co., 102 USPQ2d 1085, 1093 (TTAB 2012); TBMP
§§ 704.08(b), 707.04. This objection is therefore overruled.
Applicant next asserts broadly that “Any documents that do not fall within a
category permissible under 37 CFR § 2.122(e), such as correspondence, portions of
agreements, documents from an unidentifiable source, portions of manuals or
advertising materials, and documents that do not appear to be publicly-available,
must be stricken. These documents are also attached to Opposer’s Notices, but are
improper, unauthenticated, and contain statements made by witnesses who were not
subject to cross-examination.”22 Applicant’s broadly-worded motion, however, does
not specify the documents to which it refers or indicate with particularity how each
document is inadmissible via notice of reliance. The Board encountered a similarly
overbroad objection in Starbucks U.S. Brands LLC v. Ruben, 78 USPQ2d 1741 (TTAB
2006):
Applicant's brief fails to identify the specific documents that he claims
should be stricken from the record or the discovery requests to which such
documents were allegedly responsive. The Board will not cull through each
deposition and exhibit in order to identify each separate objection.

Id. at 1747.

The bulk of Opposer’s documents consist of Internet printouts showing the dates
accessed and URL information, which are therefore admissible. See Alcatraz Media,
107 USPQ2d at 1759 (citing Safer, Inc. v. OMS Investments, Inc., 94 USPQ2d 1031,

22 Applicant’s brief, 266 TTABVUE 9.
Opposition No. 91204462

- 10 -
1039 (TTAB 2010)); TBMP § 704.08(b). Applicant nevertheless objects that Opposer’s
Internet printouts are unduly voluminous, that many come from “unspecified” or
“anonymous” sources that could not be verified online, that many were “outdated,”
and that they cannot be used to demonstrate the truth of what has been printed.23
Under Safer, the documents cannot establish the truth of the matters asserted
therein, but Applicant’s objections are otherwise baseless. Furthermore, most of these
printouts were offered not for the truth of the matter asserted, but because they show
on their face third party or media generic or descriptive use of the terms “pro” and
“genealogists.” See In re Omaha National Corp., 819 F.2d 1117, 2 USPQ2d 1859, 1860
(Fed. Cir. 1987) (electronic excerpts are not hearsay because articles were not used to
support the truth of the statements therein but to show descriptive usage of term). In
short, Applicant’s vague objections go more to the weight than the admissibility of
this evidence and are accordingly overruled.
Ultimately, the Board is capable of weighing the relevance and strength
or weakness of the objected-to testimony and evidence, including any
inherent limitations, and this precludes the need to strike the testimony
and evidence. … As necessary and appropriate, we will point out in this
decision any limitations applied to the evidence or otherwise note that
the evidence cannot be relied upon in the manner sought. While we have
considered all the evidence and arguments of the parties, we do not rely
on evidence not discussed herein.

Inter IKEA Sys. B.V. v. Akea, LLC, 110 USPQ2d 1734, 1737 (TTAB 2014).

23 Applicant’s brief, 266 TTABVUE 10.
Opposition No. 91204462

- 11 -
V. Analysis
A. Descriptiveness
The Lanham Act precludes registration of a term that is merely descriptive of an
Applicant’s services. 15 USC §§ 1052(e)(1), 1053. A mark is merely descriptive “if it
immediately conveys knowledge of a quality, feature, function, or characteristic of the
goods or services with which it is used.” Coach Services v. Triumph, 101 USPQ2d at
1728 (quoting In re Bayer Aktiengesellschaft, 488 F.3d 960, 82 USPQ2d 1828 (Fed.
Cir. 2007)).
Registration of the mark PROGENEALOGISTS on the Supplemental Register is
prima facie evidence of descriptiveness. In re Highlights for Children, Inc., 118
USPQ2d 1268, 1272-73 (TTAB 2016). Where, as here, “an applicant seeks registration
on the basis of Section 2(f), the mark’s descriptiveness is a nonissue; an applicant’s
reliance on Section 2(f) during prosecution presumes that the mark is descriptive.”
Cold War Museum, Inc. v. Cold War Air Museum, Inc., 586 F.3d 1352, 92 USPQ2d
1626, 1629 (Fed. Cir. 2009). The statute “accepts a lack of inherent distinctiveness as
an established fact.” Yamaha Int’l Corp. v. Hoshino Gakki Co., Ltd., 840 F.2d 1572, 6
USPQ2d 1001, 1005 (Fed. Cir. 1988). The sole remaining issue is whether the applied-
for mark has acquired distinctiveness. Id. See also In re Cordua Rests. LP, 110
USPQ2d 1227, 1233 (TTAB 2014), aff’d 823 F.3d 594, 118 USPQ2d 1632 (Fed. Cir.
2016).
B. Acquired Distinctiveness
Under Section 2(f), matter that is merely descriptive under Section 2(e)(1) may
Opposition No. 91204462

- 12 -
nonetheless be registered on the Principal Register if it has become distinctive of the
applicant’s goods or services in commerce. 15 U.S.C. § 1052(f); Cold War Museum, 92
USPQ2d at 1629; H. Marvin Ginn Corp. v. Int’l Ass’n of Fire Chiefs, Inc., 782 F.2d
987, 228 USPQ 528, 530 (Fed. Cir. 1986). “To show that a mark has acquired
distinctiveness, an applicant must demonstrate that the relevant public understands
the primary significance of the mark as identifying the source of a product or service
rather than the product or service itself.” Mini Melts, Inc. v. Reckitt Benckiser LLC,
118 USPQ2d 1464, 1480 (TTAB 2016) (quoting In re Steelbuilding.com, 415 F.3d
1293, 75 USPQ2d 1420, 1422 (Fed.Cir. 2005)). Although the Opposer must put on
prima facie evidence of lack of acquired distinctiveness, “the ultimate burden of
persuasion is on the applicant to prove acquired distinctiveness in the mark sought
to be registered.” Yamaha v. Hoshino, 6 USPQ2d at 1010. There is no fixed rule for
the amount of proof necessary to demonstrate acquired distinctiveness; the evidence
required is in proportion to the degree of nondistinctiveness of the proposed mark.
Nextel Comm’ns, Inc. v. Motorola, Inc., 91 USPQ2d 1393, 1401 (TTAB 2009). “[T]he
more descriptive the term, the greater the evidentiary burden to establish acquired
distinctiveness.” In re Country Music Ass’n Inc., 100 USPQ2d 1824, 1834 (TTAB
2011).
Here, there is little doubt that PROGENEALOGISTS is highly descriptive. The
proposed mark directly and immediately conveys to consumers that Applicant’s
professional genealogists provide genealogical services. The word “pro” in Applicant’s
mark implies that its services are provided by professionals. In fact, “pro” is defined
Opposition No. 91204462

- 13 -
as “1. Informal A professional, especially in sports. 2. An expert in a field of
endeavor.”24 See Sunbeam Corp. v. Conair Corp., 220 USPQ 748, 751 (TTAB 1983)
(“It is quite clear (and applicant admits) that ‘pro,’ standing by itself, is an accepted
abbreviation of the word ‘professional.’”). A “genealogist” is “a person who traces or
studies the descent of persons or families.”25 The plural “s” merely informs
prospective purchasers that Applicant offers the services of more than one
professional genealogist.
In fact, the evidence demonstrates that Applicant adopted its proposed mark
largely because of its descriptiveness. The founder of ProGenealogists, Inc., Natalie
Cottrill, testified:
[W]e decided to depersonalize the name and come up with
a new invented name for the company that simultaneously
described what we did, and then just -- you know, it wasn't
in the dictionary. It was just kind of a made up name.
So we registered the name ProGenealogists.com as
a domain name, and we started calling the company
that and the general partnership, and in October of
2000 we officially incorporated in the State of Utah
As ProGenealogists, Incorporated.26

24 American Heritage Dictionary of the English Language (4th ed. 2000), 52 TTABVUE 50-51.
The Board may take judicial notice of dictionary definitions, Univ. of Notre Dame du Lac v.
J.C. Gourmet Food Imp. Co., 213 USPQ 594, 596 (TTAB 1982), aff'd, 703 F.2d 1372, 217
USPQ 505 (Fed. Cir. 1983), including online dictionaries that exist in printed format or have
regular fixed editions. In re Cordua Rests. LP, 110 USPQ2d at 1229n.4, aff’d 118 USPQ2d
1632 (Fed. Cir. 2016); In re Hodgdon Powder Co., 119 USPQ2d 1254, 1256n.5 (TTAB 2016).
25 Merriam-Webster Online Dictionary, 52 TTABVUE 52.
26 Cottrill Dep. 263 TTABVUE 118, 7:6-16 (emphasis added).
Opposition No. 91204462

- 14 -
She continued: “[O]ur name ProGenealogists, we did expert genealogists. … It said
what we did for a living and what we felt we were good at, but it's not in the
dictionary.”27
Brian Hansen, vice president of emerging businesses at Ancestry.com, testified
about his conversation with Ms. Cottrill after ProGenealogists, Inc. was acquired:
But I did ask her about it, and she felt like,
you know, that -- she said that she felt like
it was a good name, and certainly -- and the
description seemed to fit what we do. It's very
descriptive. And we are the ProGenealogists
business, and that's how people already knew
the business.28
He continued:
But when people hear the word “progenealogist,” if
they've never heard that word before, I think they
would assume from it that oh, there are probably some
genealogists that work there that are professionals
at what they do.
To use a technical term in branding, it's a
synthetic brand, you know. We took a
couple words and smashed them together
to make a brand.29
The descriptiveness of PRO and GENEALOGISTS is not obviated by “smashing
them together” to form the compound PROGENEALOGISTS. See Minnesota Mining

27 Cottrill Dep. 263 TTABVUE 119, 10:15-17, 263 TTABVUE 121, 18:23-25.
28 Hansen Dep. 263 TTABVUE 32, 10:8-25 (emphasis added).
29 Hansen Dep. 263 TTABVUE 32,11:9-15, 12:1-8.
Opposition No. 91204462

- 15 -
& Mfg. Co. v. Addressograph-Multigraph Corp., 155 USPQ 470, 472 (TTAB 1967) (“It
is almost too well established to cite cases for the proposition that an otherwise
merely descriptive term is not made any less so by merely omitting spaces between
the words….”); In re Petroglyph Games Inc., 91 USPQ2d 1332, 1341 (TTAB 2009)
(“[B]ecause the combination of the terms does not result in a composite that alters
the meaning of either of the elements, refusal on the ground of descriptiveness is
appropriate”); In re Aquamar, Inc., 115 USPQ2d 1122, 1125 (TTAB 2015).
Applicant relies on Firestone Tire & Rubber Co. v. The Goodyear Tire & Rubber
Co., 189 USPQ 348 (CCPA 1976), which found that the telescoped term BIASTEEL
was not descriptive. The Court found that the term did not appear in the dictionary,
and further stated:
The record is also devoid of any evidence that the mark BIASTEEL
connotes a particular tire or class of tires or that the purchasing public
would associate the terms “bias” and “steel” with a particular type of tire.
In absence of evidence to the contrary, we cannot assume that members of
the public at large would attribute the terms “bias” and “steel” to a
particular tire construction.

Id. at 350.30
Firestone, however, is distinguishable on its facts, as the Board noted in In re Cox
Ent. Inc., 82 USPQ2d 1040 (TTAB 2007): “The finding [in Firestone]… was based on
the lack of evidence of descriptive use of the two words together to describe the
particular goods, not whether there was use of the combined terms in the exact form
in which they were presented. The marks … happened to be presented as a single

30 Applicant’s brief, 266 TTABVUE 28.
Opposition No. 91204462

- 16 -
term but the presence or absence of a space between the two words was not a
factor….” Id. at 1044.
Applicant’s proposed mark is thus highly descriptive. “Highly descriptive terms …
are less likely to be perceived as trademarks and more likely to be useful to competing
sellers than are less descriptive terms. More substantial evidence of acquired
distinctiveness thus will ordinarily be required to establish that such terms truly
function as source-indicators.” Alcatraz Media, 107 USPQ2d at 1767, aff’d per curiam
565 Fed. Appx. 900 (Fed. Cir. 2014). Accord In re Cordua Rests., 110 USPQ2d at 1233-
34, aff’d on other grounds, 118 USPQ2d 1632 (Fed. Cir. 2016).
The evidence that may establish acquired distinctiveness
…includes evidence of the trademark owner's method of using the mark,
supplemented by evidence of the effectiveness of such use to cause the
purchasing public to identify the mark with the source of the product. The
courts have provided further guidance, stating that in determining
acquired distinctiveness, relevant factors may include “copying,
advertising expenditures, sales success, length and exclusivity of use, [and]
unsolicited media coverage….

In re Koninklijke Philips Elecs. N.V., 112 USPQ2d 1177, 1180 (TTAB 2014) (citing 37
CFR § 2.41(a)). In this case, Applicant adduces evidence that the
PROGENEALOGISTS business has enjoyed strong growth. After Ms. Cottrill
founded ProGenealogists, Inc. in 1999 with fellow genealogist Kory Myerink, the
company built a significant Internet presence through its website at
ProGenealogists.com.31 Although the quantification of its annual growth has been
designated as confidential, it is fair to say that the company grew significantly year

31 Cottrill Dep. 263 TTABVUE 118, 6:19-20; Meyerink Dep. 263 TTABVUE 45, 7:21-8:2.
Opposition No. 91204462

- 17 -
by year.32 When Applicant acquired the company in August 2010,33 Ancestry.com
decided to retain the PROGENEALOGIST mark because it believed the brand had
equity and value.34 Since then, Ancestry.com has marketed ProGenealogists to its
user base by means including a monthly email newsletter and a link from the
Ancestry.com website.35 Ancestry.com has expended substantial funds developing the
ProGenealogists website, and Applicant expends thousands of dollars every month
for online advertising through Google and Bing.36 Genealogists on Applicant’s staff
also provided credited research assistance to the television show “Who Do you Think
You Are?”, which explores the family history of a celebrity in each episode.37 After the
acquisition, business under the PROGENEALOGISTS brand more than tripled in
size, and sales have increased nearly five-fold.38 The sales, advertising and website
view figures have all been designated as confidential, but they are significant.39
Applicant is unaware of other businesses using PROGENEALOGISTS as a brand

32 Applicant’s confidential testimony is at 264 TTABVUE; its non-confidential testimony,
with redactions of the confidential portions, is at 263 TTABVUE. See Cottrill Dep. 263
TTABVUE 118, 7:22-25.
33 Cottrill Dep. 12:5-6, 263 TTABVUE 119.
34 See Applicant’s brief, 266 TTABVUE 30. Applicant’s brief with confidential information
redacted is at 266 TTABVUE; its brief with the confidential information included is at 267
TTABVUE.
35 Deposition of Antonia Sears, senior director of AncestryProGenealogists’ operations, 17:8-
23, 263 TTABVUE 8.
36 Hansen Dep., 7:2-25, 263 TTABVUE 31; Meyerink Dep. 14:19-15:10, 263 TTABVUE 47;
Applicant’s brief, 266 TTABVUE 17.
37 Cottrill Dep. Exhibit 4, 263 TTABVUE 180 et seq., 36-38 TTABVUE.
38 Meyerink Dep. 263 TTABVUE 46, 13:8-15; Cottrill Dep. 53:1-11, 263 TTABVUE 130.
39 Hansen Dep. Exhibit 1, 263 TTABVUE 43; Applicant’s brief, 266 TTABVUE 6, 14, 18, 29-
30.
Opposition No. 91204462

- 18 -
name40 apart from “a few instances of infringement”--such as the use of the term on
the HEIRLINES website--which Applicant resolved via trademark enforcement.41
Applicant claims that this “intentional” copying of the mark by HEIRLINES is
evidence of consumer recognition and the value of the mark.42 Aside from those few
instances, Applicant claims over fifteen years of substantially exclusive use of the
PROGENEALOGISTS brand.43 Although it has no consumer studies or surveys
directly evidencing secondary meaning, it points to anecdotal evidence of consumers
recognizing the name, as well as unsolicited media coverage in over 45 publications.44
Despite Applicant’s success in sales and growth, it is, in fact, using the proposed
mark in a descriptive matter, which undercuts its attempts to show the mark has
acquired distinctiveness. Applicant and Ancestry.com continue to use the words “pro”
and “genealogists” in their descriptive sense—witness its online banner ads, such as
this:
45

40 Sears Dep. 16:23-25, 263 TTABVUE 7; Hansen Dep. 14:21-23, 263 TTABVUE 33; Meyerink
Dep. 14:15-18, 263 TTABVUE 47; Cottrill Dep. 18:17-23, 263 TTABVUE 120.
41 Applicant’s brief, 266 TTABVUE 32; Meyerink Dep. 11:14-12:11, 263 TTABVUE 46;
Cottrill Dep. 20:3-21, 22:9-20, 263 TTABVUE 121-122.
42 Id.
43 Applicant’s brief, 266 TTABVUE 30-32.
44 Applicant’s Fifth notice of reliance, 259 TTABVUE 93-125.
45 Sears Dep. Exhibit 7, 263 TTABVUE 24.
Opposition No. 91204462

- 19 -
Or this:
46
As one of the founding partners of ProGenealogists testified:

“The demand on our services is a direct
result of being a part of Ancestry. They advertise
us as the vendor of choice, for lack of a better
word, for professional genealogical services on their
website.”47 …
“So I do recognize that ad. It
says: “If you're looking for your family story, look
to the pros.” And the advertisement is one that
they've used several times on their websites.”48

46 Sears Dep. Exhibit 6, 263 TTABVUE 23.
47 Meyerink Dep. 263 TTABVUE 47, 13:15-19.
48 Meyerink Dep. 263 TTABVUE 50, 28:2-12.
Opposition No. 91204462

- 20 -
The same witness admitted, “…we are still referred to as pro genealogists, as
individuals, when we speak at conferences and such….”49
Applicant has used the following image:

50
Its advertising on Ancestry.com follows suit:
51
Applicant’s website has represented to the public that:
• “ProGenealogists® is a consortium of professional genealogists who specialize
in genealogical, forensic, and family history research.”52

49 Meyerink Dep. 263 TTABVUE 47, 13:25-14:2.
50 Applicant’s Response to Request for Admission no. 3, 54 TTABVUE 13, 250 TTABVUE 6.
51 Ancestry.com site, Cottrill Dep., 263 TTABVUE 156.
52 39 TTABVUE 37.
Opposition No. 91204462

- 21 -
• “ProGenealogists is pleased to be the place to go on the Internet for professional
genealogists!”53

• “ProGenealogists represents a group of professional genealogists who
specialize in Genealogy and family history research”54

• “ProGenealogists® is the official research firm of Ancestry.com. Our staff
consists of professional genealogists with extensive research and genealogical
experience….”55

• “ProGenealogists.com is a subsidiary of Ancestry.com consisting of professional
genealogists who specialize in genealogy and family history research.”56

The ProGenealogists.com domain name is itself highly descriptive. As the
Board has noted:
It is generally known and not subject to reasonable dispute that adoption
and use of website domain names that impart a clear indication of the
products or services offered on the website is quite common, for the
obvious reason that those searching the Internet will utilize such terms
in searching for products or services. There is no evidence of record
suggesting petitioner adopted its domain name for any other reason.

Alcatraz Media, 107 USPQ2d at 1767, aff’d per curiam 565 Fed. Appx. 900 (Fed. Cir.
2014). Indeed, Applicant attracts visitors to its website by using key words and
metatags such as “professional genealogists.”57
Even though Applicant’s proposed mark PROGENEALOGISTS mark is in
standard characters, which may be depicted in any number of fonts, colors, and sizes,
it has chosen to capitalize “Pro” and “Genealogists,” to depict these terms in different

53 100 TTABVUE 5.
54 127 TTABVUE 7, 11.
55 129 TTABVUE 10.
56 www.LinkedIn.com, 239 TTABVUE 4.
57 Cottrill Dep. 10:11-20, 263 TTABVUE 119; Sears Dep. 6:14-22, 263 TTABVUE 5; 35
TTABVUE 5, 15-19.
Opposition No. 91204462

- 22 -
colors, and to refer to its staff as “pro” or professional” genealogists—all of which
emphasizes the descriptive meaning of the terms. So while we recognize that, based
on the record evidence, Applicant’s growth in sales, advertising, and website views is
impressive, those raw numbers do not necessarily mean that consumers have come
to recognize its proposed mark as a source indicator. See Mini Melts, 118 USPQ2d at
1480-81. “[S]heer numbers alone are not necessarily enough to prove secondary
meaning.” In re Cordua Rests., 110 USPQ2d at 1234, aff’d on other grounds 118
USPQ2d 1632 (Fed. Cir. 2016).
Applicant’s decision to retain the brand after it acquired ProGenealogists, Inc.,
merely perpetuated its descriptive use of the terms “Pro” and “Genealogists.” As noted
above, Applicant’s compression of the terms into PROGENEALOGISTS does not alter
their common descriptive meaning. See In re Aquamar, 115 USPQ2d at 1125. It does
nothing more than shorten the term, which the public would tend to do anyway. See
In re Abcor Dev. Corp., 588 F.2d 811, 200 USPQ 215, 219 (CCPA 1978) (Rich, J.,
concurring: “the users of language have a universal habit of shortening full names --
from haste or laziness or just economy of words”).
In view of the high degree of descriptiveness of Applicant’s proposed mark, its
fifteen years of use and advertising and sales figures are simply insufficient to
establish distinctiveness. See Mag Instruments Inc. v. Brinkmann Corp., 96 USPQ2d
1701, 1723-24 (TTAB 2010) (twenty-seven years of use “simply insufficient” to show
distinctiveness either alone or in connection with “substantial sales and advertising”)
cited in AS Holdings, Inc. v. H & C Milcor, Inc., 107 USPQ2d 1829, 1838 (TTAB 2013).
Opposition No. 91204462

- 23 -
Moreover, the evidence shows that these terms are ubiquitous in the field. The
Association of Professional Genealogists, a national organization, has been in
existence since 1979.58 Opposer, a member of that organization, has adduced
numerous examples of the public and genealogists using the terms “pro genealogist”
or variations thereof, e.g.:
• “How to become a pro genealogist,”59
• “Pro genealogist Elizabeth Show Mills is taking questions on research,”60
• “I am a pro genealogist and you can check out my website….”61
• “‘PRO GENEALOGIST’ sleuth search,”62
• “Betty Darnell, a pro at genealogy”63
• “Genealogy pro helps amateur researchers at Redmond Senior Center”64
• “Genealogist Pro’s Present in Plymouth”65
• “[L]ay the foundation for a pro genealogist to dig deeper for you…”66
• “botsford was a pro genealogist…”67

58 83 TTABVUE 2; Cottrill Dep. 53:24-54:1, 263 TTABVUE 130; Daniels Dep. 46:20-24,
Applicant’s Third Notice of Reliance, 259 TTABVUE 59.
59 News.Rootsweb.com, 42 TTABVUE 37, 153 TTABVUE 6.
60 Twitter.com/FamilySearch, 42 TTABVUE 33, 152 TTABVUE 10.
61 Boards.Ancestry.com, 42 TTABVUE 35, 153 TTABVUE 3.
62 Claudia’sGenealogyBlog.blogspot.com, 40 TTABVUE 50, 140 TTABVUE 2.
63 Courier-Journal.com, 41 TTABVUE 53, 147 TTABVUE 3.
64 Redmond-Reporter.com, 42 TTABVUE 7, 149 TTABVUE 7.
65 PolishNews.com, 42 TTABVUE 15, 150 TTABVUE 8.
66 Indes.net, 44 TTABVUE 25, 169 TTABVUE 4.
67 Boards.RootsWeb.com, 42 TTABVUE 46, 154 TTABVUE 9

Opposition No. 91204462

- 24 -
“When the record shows that purchasers are confronted with more than one (let
alone numerous) independent users of a term or device, an application for registration
under Section 2(f) cannot be successful, for distinctiveness on which purchasers may
rely is lacking under such circumstances.” Levi Strauss & Co. v. Genesco, Inc., 742
F.2d 1401, 222 USPQ 939, 940-41 (Fed. Cir. 1984).
Even though Applicant has shown some evidence of unsolicited media attention,
as well as anecdotal evidence of scattered recognition, “a good deal more evidence
than that offered here would be necessary to establish the distinctiveness of such a
term.” In re The Paint Products Co., 8 USPQ2d 1863, 1867 (TTAB 1988). See Sheetz
of Del., Inc. v. Doctor’s Assocs. Inc., 108 USPQ2d 1341, 1370 (TTAB 2013) (“The media
coverage does not demonstrate that the term ‘Footlong’ has acquired distinctiveness
because the news articles use the term ‘Footlong’ generically, not as a trademark ….”).
As for Applicant’s contention that other professional genealogists intentionally
copied its mark on the HEIRLINES website, “[c]opying is only evidence of secondary
meaning if the defendant's intent in copying is to confuse consumers and pass off his
[services] as the plaintiff's.” Stuart Spector v. Fender, 94 USPQ2d at1575 quoted in
In re Koninklijke Philips, 112 USPQ2d at 1187. Here, the professional genealogists
Applicant accuses of copying were merely using common descriptive terms in their
descriptive sense. According to the Federal Circuit, “merchants act at their peril in
attempting, by advertising, to convert common descriptive names, which belong to
the public, to their own exclusive use.” In re Pennington Seed, Inc., 466 F.3d 1053, 80
USPQ2d 1758, 1762 (Fed. Cir. 2006) (generic use). To allow registration of Applicant’s
Opposition No. 91204462

- 25 -
proposed mark would inhibit legitimate competition by in effect granting a monopoly
to what is essentially very common terminology in the genealogy trade, which
Applicant’s competitors have an equal right to use. Cf. In re Mars, Inc., 105 USPQ2d
1859, 1866 (TTAB 2013).
In short, “[G]iven the highly descriptive nature of such designation, we would need
to see a greater quantity of probative evidence than what applicant has submitted in
order to find that the designation has become distinctive of applicant’s services. As
noted above, the greater the degree of descriptiveness, the greater the evidentiary
burden on the user to establish acquired distinctiveness.” In re Tennis Ind. Ass’n, 102
USPQ2d 1671, 1682 (TTAB 2013).
VI. Conclusion
We find by a preponderance of the evidence that Applicant’s mark is highly
descriptive, and has not acquired distinctiveness. In view of this finding, which is
sufficient to sustain the opposition, we do not reach Opposer’s claim of genericness.
Decision: The opposition to Applicant’s mark PROGENEALOGISTS is sustained
and registration to Applicant is refused.