Virtual fashion mag Second Style calls it a day

Since 2006, Second Style has produced a glossy, high-quality magazine covering fashion in Second Life. The attention to detail has always stood out for me, so it’s sad to hear that the magazine’s creators have announced they are calling it quits:

Unfortunately, all good things must come to an end. The downturn in the Second Life economy has been difficult to combat, and our resources have become too low to maintain the magazine any longer. We’ve discussed numerous options, cutting back here or there…but it wouldn’t be fair to anyone – – our staff, our readers, or our advertisers.

It’s a shame and it further emphasises the perception issue Linden Lab faces around being in decline, even though at worst stagnation can be argued and there are even some early signs of turnaround under new executive leadership.

I still wonder how any turnaround can generate significant momentum when dedicated people like those at Second Style can’t see the viability of keeping going. Virtual pets and Facebook integration seem a little shallow in comparison don’t you think? Even if you a person that thinks fashion is the height of vacuousness.


  1. Gaga Gracious says

    I think it is a sign of the times. Events are moving fast and more Opensim grids are coming on line including gambling venues. IBM has pulled out of SL too and that seems to be the trend now. SecondLife has had the people through their web site in plentiful numbers but they just can’t hold on to them like they did in the past. Traffic is falling and so too are the number of sims – over 70 lost in the past month alone.

    Perhaps the only thing that might save SL now is a drop in sim prices and big cut in the $1000 setup fee. Opensim regions can be had for as little as $10 a month and no setup fee, not to mention the freedom OS offers. Linden Labs needs to take stock.

  2. For a handbook on how NOT to run a company, look no further than Linden Lab, which took a golden goose and strangled it.

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