Bantam Opens Virtual Store/Cafe on Second Life

by Calvin Reid, PW Daily -- Publishers Weekly, 3/14/2007

Joining companies like Toyota and Reuters and politicians and celebrities like rapper Jay-Z and presidential candidate John Edwards, Bantam Dell is establishing a commercial and social presence in the popular online virtual world Second Life. The Random House division is opening the Bantam Dell Book shop March 15 with a "live" appearance by virtual Dean Koontz, reading from his new novel, The Good Guy, scheduled to be published in May.

Second Life is an online community launched in 2003 that claims more than four million members (although active members are said to be about 200,000) around the world. Second Life's virtual residents can socialize and, using instant messaging, chat with each other online, buy property, go to concerts, hang out, dance, etc. There are even virtual replications of cities like San Francisco and Dublin. Most importantly, residents can set up businesses and earn real money. In this online world, people are represented by detailed avatars—personalized, colorful graphic representations of the member's persona—that can freely roam through the virtual shops and venues of Second Life. Members can purchase a variety of animated functionalities for their avatars that enable behaviors like dancing, chatting and drinking. Beginning March 15, they'll be able to browse the Bantam Dell book shop (stocking only BD titles), sip virtual coffee, buy books and get to "meet" authors.

Betsy Hulsebosch, BD senior v-p of creative marketing, said the notion to set up shop in Second Life came from senior editor John Flicker, who read about the virtual world in the Economist. Hulsebosch said visitors to the BD bookstore/cafe can browse actual titles (online excerpts are available) and links to the Random House Web site will let customers buy books from RH or from other online retailers. And while there is already book activity on Second Life (U.K. publishers have a presence and Kurt Vonnegut has appeared),Hulsebosch claims that BD is the first North American house to set up shop, and it has plans for an ongoing series of virtual book events.

"People look for connections online," said Hulsebosch. "You can learn a language or have a business meeting on Second Life--why not talk about books?" BD plans more events, from virtual book groups to writing and publishing panels.

Koontz's real-time appearance (at 6 p.m. PST) will feature a detailed avatar of the author, and Second Life residents will be able to hear him read and answer questions (via audio file) submitted via IM. A Bantam Dell avatar /assistant will be on hand to emcee the eventand field questions from the audience.Hulsebosch said there will also be giveaways—books as well as a virtual BD coffee mug that will brand your avataras a book lover.

BD's bookshop/cafe was designed and installed on Second Life by Electric Sheep, a company that designs digital projects for a variety of companies. The shop will be locatedon Sheep Island, a Second Life venue owned by the company. "These days, most people have been going online since they were kids; Second life is just a more sophisticated online experience," said Hulsebosch. "We don't know just how the Koontz reading will go, but we know it will be fun.