Fairfax Media is looking to expand into South Australia, less than a month after launching WAtoday.co.au, based in Western Australia, The Age, owned by Fairfax, reported last week.

Fairfax launched the Perth-based site June 10, and last week bought the rights to AdelaideToday.com.au and SAtoday.com.au.

“We'll clearly reserve a lot of (domain) names, either defensively or to reserve our options down the road,” Jack Matthews, chief executive of Fairfax Digital, told The Age. Fairfax has bought the SA-themed site names, and owns “several hundred” more, Matthews said.

The dominant publisher in South Australia is currently News Ltd., which publishes The Advertiser newspaper and AdelaideNow.com.au Web site, and distributes The Australian, The Age reported.

Fairfax is at a disadvantage in Adelaide, as it does not own a radio station to cross-promote the new launches, as it did in Perth, according to The Age.