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A method and apparatus are described for publishing location information for a content object. A content router (CR) may desire to publish location information for a content object and determine whether a utility function (eg, popularity) of the content object is greater than a threshold. The CR may advertise the location information to a plurality of CRs on a condition that the utility function is greater than the threshold. Alternatively, the CR may provide the location information to a resolver as determined by a distributed hash table (DHT) scheme on a condition that the utility function is not greater than the threshold. The length of a name of the content object may be based on the popularity of the content object. Names of less popular content objects may be aggregated to reduce overhead.