A Natural Fit: For Science Journal, Web Is 'Second Nature' - International - SPIEGEL ONLINE - NewsBy Hilmar Schmundt
Nature, the world's best-known scientific publication, is now being transformed into a multimedia platform that includes include blogs, podcasts and even a Second Life presence.
Timo Twin wanders along a beach looking slightly confused, then zigzags up a nearby hill. "Finally! I knew it was here somewhere," he says. Across a vast square the logo of his company, Nature, is emblazoned in big white letters on a red background.
Twin has arrived in his new realm, on an island in the online role-playing game Second Life. The name of the island is fitting: Second Nature. The avatar bears only a vague resemblance to the real-life Timo, a tall man in his late 30s with a slightly round, Harry Potter-like face. His real name is Timo Hannay, and he is something like the representative of the scientific journal Nature in the virtual world.
...now this bastion of academic high culture is developing a presence in a bustling game world? It's about as shocking as the news would be if the Queen of England were to announce that she was packing up and moving to Las Vegas.
5/21/2007
'Second Nature' online
The Nature magazine in the online role-play game? Oh, I must be crazy... But it is!
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