Virtual world shakeout?

That's what MediaWeek says, but it's referring to those associated with traditional media, such as MTV's virtual worlds tied to "the hit series Laguna Beach and The Hills." It adds that "the CW quietly shut down its two-year-old Gossip Girl-themed virtual world a few months ago." But Club Penguin, Stardoll, and Gaia Online seem to be unaffected. MediaWeek points to an interesting question from a media executive – "if one story [as in one TV show's storyline] is big enough" to sustain a whole (virtual) world. Maybe not. Maybe it takes a whole lot of stories: those of all its users! [For some VW population numbers, see this.]