Reuters is opening at a news bureau in the simulation game “Second Life” this week, joining a race by corporate name brands to take part in the hottest virtual world on the Internet. New.com reports.

Adam Pasick, a Reuters’ media correspondent based in London, will serve as the news organization’s first virtual bureau chief, using a personal avatar, or animated character, called “Adam Reuters,” in keeping with the game’s naming system.

… Reuters will have journalists reporting and writing financial and cultural stories within and about Second Life as part of the London-based company’s strategy to reach new audiences with the latest digital technologies.

“Second Life” citizens can stay tuned to the latest headlines by using a feature called the Reuters News Center, a mobile device that users can carry inside the virtual environment. Stories will focus on both the fast-growing economy and culture of “Second Life” and also include links to Reuters news feeds from the outside world, ranging from Baghdad to Wall Street.

Reuters is opening at a news bureau in the simulation game “Second Life” this week, joining a race by corporate name brands to take part in the hottest virtual world on the Internet. New.com reports.
Adam Pasick, a Reuters’ media correspondent based in London, will serve as the news organization’s first virtual bureau chief, using [...]