Second Life is an online virtual world platform that allows users to interact with each other through avatars. While initially focused on gaming, many businesses are now using Second Life to showcase products, host meetings and events. This represents an opportunity for B2B publications to engage with readers and add value by leveraging the Second Life platform through hosting how-tos, new product showcases, and interactive forums. Doing so allows magazines to generate new and visually engaging content for readers. As virtual worlds become more popular, especially with younger audiences, it is increasingly important for publications to understand this technology and how businesses are using it.

1. B2B publication editors and Second Life A match made in virtual heaven.

2. First, what is Second Life all about? It’s a platform, not a game. But it has a game aspect to it.

3. There’s little convergence between what is being sought by “residents” and what is being sought by the business community. But that’s not the problem critics say it is.