"You may have seen notlong.com’s convenient comparison of URL shortening services. But what if you want to run one yourself, just for your own use, or so that when it’s broken it’s your fault?"

We use tinyurls in our newsletters for the time being, but we'll be rolling our own redirector for branding and tracking reasons, and we don't want our links to expire if a third-party decides to. Plus, I want to track click-through in our referrer stats, not through yet another interface.