The news from inside virtual reality.

How strange!

[Adam] Pasick, a Reuters technology reporter who was formerly earthbound with the news agency, is heading up Reuters’ first virtual news bureau inside the online role-playing game Second Life. While many independent journalists and bloggers have published inside such virtual worlds, Reuters is the first established news agency to dispatch a full-time reporter to do so....

“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.”...

“This 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.”

Having a news bureau inside of virtual reality is a branding device: Reuters is an it-getter. And they're getting the press. And I'm chipping in. But I do think it's kind of cool.