If you’re in PR and you’re still not paying attention to Second Life, here’s another reason why you should:
News agency Reuters has just opened a bureau in Second Life.
The Reuters Second Life News Center is headed by Adam Reuters aka Adam Pasick, a veteran tech and media journalist based in London.
The reporter is real but the world he covers isn’t, says the headline of a New York Times feature that includes an interview with Pasick in which he outlines Reuters’ rationale for being there:
[…] The fact that itâ€™s in a virtual world doesnâ€™t change things as much as youâ€™d think,” said Mr. Pasick, 30, a Michigan native based in London. “Itâ€™s not any different than when Reuters opens up a bureau in a part of the world that has a fast-growing economy that we werenâ€™t in before. The laws of supply and demand hold true, it has a currency exchange, people open businesses and get paid for goods and services.”
And Reuters CEO Thomas H. Glocer says:
[…] [Reuters] is a very serious, old brand that stands for things and has principles, but that doesnâ€™t take itself so seriously that it wouldnâ€™t play in a gaming space,” Mr. Glocer said. “This appeals to a younger demographic. Even for people who donâ€™t go in and play in Second Life, it shows Reuters has a certain with-it-ness.”
A gaming space? Not really. This is rapidly becoming a major business space.
[Update @ 21:40 BST] See Reuters own story for more details.