The German magazine "Der Spiegel" (English translation via Google) has opened up an own avatar for media coverage in Second Life. This is after "The Avastar" and Reuters another major media player - well, at least in Europe - joining this world. The main usage seems so far to report Second Life and make some entries in a blog actually.
The avatar him(her)self is named Sponto; no surename given in the article so far. It's a rather nice read about the impressions a newbie can get out of SL and seems to be the first in a series of entries. They even opened up a German forum on their website to discuss SL, well, we're going to see how it is going to develop.