Wie Sebastian Marquard in seinem Zeitschriftenblog berichtet, wird der Bendorfer Runway-Verlag ab dem 15. November “SLM – Das Second Life Magazin” auflegen. Mit satten 30.000 Exemplaren soll es in den Markt gedrückt werden. Imposant. Somit spielt das neue Magazin schlagartig in einer Liga mit so epochalen Titeln wie der “Pferde Börse” oder der “Opel Szene”. Erfolg kann man bekanntlich erzwingen – Mißerfolg wahrscheinlich auch. Der Copy-Preis beträgt stolze 3,99 €.
Der Second-Life Hype ist vorbei, zumindest bis auf weiteres. Schauen wir uns die Alexa-Zahlen von secondlife.com einmal genauer an, nähert sich die Zweitwelt inzwischen wieder den Traffic-Werten von Mitte 2006 – in etwa auf dem Niveau der deutschen Seite Stern.de. Die PR-Schlacht ist geschlagen. Vorbei die Zeit, in der jeder Zahnarzt in Second Life mit großem Medien-Tamtam ein Dixi-Klo mit seinem Namen eröffnete. Endlich vorbei. Vorerst.
Natürlich wird Second Life nicht verschwinden. Zu viele Investitionen wurden hier getätigt, zu viele arglose Marketing-Manager sind dem Hype aufgesessen. Ganze Agenturen und selbst Juristen beschäftigen sich inzwischen mit der Parallelwelt. Es muss ein Erfolg werden. Unbedingt. Ein typisches Beispiel einer Self-Fullfilling Prophecy, wie man sie im Marketing leider häufiger findet. Ob der gemeine Besucher Second Life mag, oder gar Jugendliche, spielt nicht wirklich eine Rolle.
Die Macher und Geldgeber hinter Second Life, wie eBay Gründer Pierre Omidyar oder Amazon CEO Jeff Bezos, werden wohl noch viele Millionen Dollar in dieses Projekt pumpen. Und sie werden in Ihrer Web 2.0 Krabbelgruppe weitere Spielkameraden suchen und finden. Erfolg kann man bekanntlich erzwingen – das hatten wir ja schon. Irgendwann könnte ein deutsches Second Life Magazin also durchaus Perspektive haben. Die Auflagenzahlen deuten zumindest nicht darauf hin, dass der Verlag schlagartig mit reißendem Absatz rechnet. Aber ist die Zeit schon reif?
Ich zumindest möchte Sebastians Wette nicht annehmen. Too risky ….
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