Fairfax , having launched its Perth-based WAtoday.com.au news website on June 10, last week bought the rights to the SAtoday.com.au and AdelaideToday.com.au internet domain names.
The company also bought domain names that are variants on its publications in others cities – SAage.com.au and AdelaideAge.com.au, after Melbourne, SAherald.com.au and AdelaideHerald.com.au, after Sydney and SAtimes.com .au, after its Brisbane news website.
News Ltd is the dominant publisher in South Australia, where it produces The Advertiser newspaper and AdelaideNow website, and distributes The Australian newspaper.
Fairfax Digital chief executive Jack Matthews confirmed the SA-themed domain name purchases but said they were among “several hundred” domain names the company owned.
“We’ll clearly reserve a lot of names, either defensively or to reserve our options down the road,” he said. An expansion in to Adelaide would be hindered by Fairfax not owning a radio station in the city – unlike in Perth, where it is able to use its 6PR talk station and 96FM music station for cross-promotion.
The age obviously has done market research on the effects of cyber squatting but in article they have produced put a marketing spin on their domain acquisitions. By reserving potential revenue making domain names stops the Age paying triple the cost through any of the aftermarket sites. In my opinion well done to the age thinking 3 steps ahead.