Reuters gets a Second Life

In what is yet another sign that traditional media companies are doing everything in their power to stay relevant in an increasingly digital world, Reuters has opened a virtual bureau in the Second Life online community. It's a smart move for the 155-year-old news agency, as it's sure to increase brand awareness among a younger demographic that has likely never heard of Reuters. And it gives Second Life a bit more credibility too, since it is now not only a meeting place for corporations, politicians, and marketers, but one of the world's most esteemed news organizations. It may just be a matter of time before the gossip magazines invade the community as well, reporting on the comings and goings of virtual celebrities.

Click here to read the New York Times article.