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  Reuters Reports From ‘Second Life’  
Posted 2006-10-14 by Tony Walsh
Reuters has opened up a bureau in the virtual world of Second Life. Tech reporter Adam Pasick will be operating in-world as avatar and bureau chief Adam Reuters during specific hours. Reuters' entry into Second Life seems genuine, although it remains to be seen if reports from within the virtual world will be filed with any kind of regularity. The company's presence in Second Life, even if simply a publicity stunt, will certainly further the virtual world's position as a next-generation platform for serious endeavours. Reuters plans an upcoming announcement about its new bureau, but the details have not yet been revealed.

Last month, CNET opened up a virtual office in Second Life with the intention of using the space to hold promotional events. Prior to the involvement of the mainstream media, Second Life stories have been filed regularly online by such blogs as New World Notes, The Second Life Herald, and Clickable Culture. There is currently an active blogosphere surrounding the virtual world--as well as a few in-world publications--that includes dozens of writers, from amateur to professional.
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Comment posted by csven
October 14, 2006 @ 11:18 am
And Wired is next (today?). This is quickly becoming non-news. I'd rather hear that Clickable Culture has an office *next* to Reuters.
Comment posted by Tony Walsh
October 14, 2006 @ 1:58 pm
Yeah, I'm with you on the non-news. I mentioned it because it's Reuters, and because they're treating SL like a real location... I recall hearing about Wired but wasn't motivated to mention it initially, and forgot to bring it up in this piece.

There's been quite a lot of real-world-in-SL stuff going on lately I've just completely ignored as boring publicity stunts. This crap gets tired, fast.
Comment posted by Frozen Fella
October 17, 2006 @ 11:31 am
I don't consider it to be non-news when top brands and companies are jumping on the band wagon to venture into SL. It will still be some time yet before it's not interesting to me on who has opened up shop there. I have Clickable Culture feeding me news through Yahoo for just that very reason.
Comment posted by csven
October 17, 2006 @ 11:48 am
I don't think either Tony or I are saying it *is* non-news, only that with companies "jumping on the band wagon" as quickly as they are, it is "quickly becoming non-news."
Comment posted by Tony Walsh
October 17, 2006 @ 6:22 pm
Agreed, csven. As more of these bandwagon-jumpers pile up, I have to ask myself in each instance: What is truly unique, new, or meaningful here? What value does this add to users of Second Life?

I'll use Sun's press conference in Second Life as a punching bag. To me, this is not the kind of news that is interesting at this point. It is no longer newsworthy when a company, group, or individual uses Second Life as a teleconferencing method. Just like it's no longer newsworthy when someone uses the telephone. If I felt Sun had added something of real value through its SL press conference, I might have covered it. I haven't covered a lot of brands-in-SL events lately because marketers and PR people frankly blew their wads on this stuff way too early. They've made too much out of too little too soon. I covered some early efforts, and now the novelty is overwhelmingly over. I weary of press releases claiming that company X is the first to do Y in Second Life.

Show me what a brand in SL is truly doing to change the native culture or the direction of the platform, and maybe I'll pay attention--but who cares about me, there are plenty of other bloggers out there who will gladly run a story on any corporation doing anything of any magnitude in Second Life. Bonus points for being the first one in the pool.
Comment posted by csven
October 17, 2006 @ 8:52 pm
I have to admit, the only thing that actually impressed me about the Reuters entry was... the website. In particular, the right hand column with the statistics. Whoever did the layout did a nice job. SL didn't feel so -(hate to use the term)- virtual looking at that.
Comment posted by Tony Walsh
October 17, 2006 @ 9:44 pm
csven, same deal here. the website treats SL like a real place. that seemed like more than novelty to me.
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