Reuters gets with-it in Second Life

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 it’s in a virtual world doesn’t change things as much as you’d think,” said Mr. Pasick, 30, a Michigan native based in London. “It’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 weren’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 doesn’t take itself so seriously that it wouldn’t play in a gaming space,” Mr. Glocer said. “This appeals to a younger demographic. Even for people who don’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.

With-it-ness? Maybe.

[Update @ 21:40 BST] See Reuters own story for more details.

Neville Hobson

Social Strategist, Communicator, Writer, and Podcaster with a curiosity for tech and how people use it. Believer in an Internet for everyone. Early adopter (and leaver) and experimenter with social media. Occasional test pilot of shiny new objects. Avid tea drinker.

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