I haven't subscribed to PCA for a couple of years now, but if it were available electronically, like a PDF, (at a cheaper price obviously, factoring out printing and distribution and sales costs) then I would definitely subscribe.
As for Second Life, I don't know because I don't use it. One real life is enough for me.
It's an interesting idea in a marketing sense and presumably (one hopes!) you have the staff to do it. The set up costs would be minimal and presumably the terms and conditions of the site allow corporations to use it for advertising but do they charge a fee for it? Typically newspapers and magazines get just two per cent of their revenue from their internet site but use cross-selling and buzz phrases like "future proofing the product" and talk about generating future revenue streams. They also use it to justify falling circulations, pointing out that while circulation is down ten per cent their web hits rose 12 per cent. The fact is web growth in an emerging market is to be expected but with such low revenue streams associated with it, it is difficult to justify it in any traditional economic sense. Its like Pepsi losing ten per cent of its sales but giving away water for free and saying the company is doing well, as water consumption is up. The problem then comes when they try to charge for water and the drinkers are resentful when a charge for it is introduced and they invariably choose water which is cheaper made by a new, different company, because it can be sold without having to try and recoup some of the losses from the Pepsi market. What on earth am I going on about.... The simple answer is if its free, why not.
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