Yolk fancies touching publication

Singapore - Boutique digital media agency, Yolk, has ventured into the realm of media ownership following the recent launch of Hardboiled - a free bi-monthly online magazine concerning itself with social and ecological problems.

According to the magazine's editor, ‘Ain Aid, Hardboiled will look to move into various platforms as well as handheld devices and will be about exploring the potential of interactive touch advertising - Hewlett-Packard, with its TouchSmartPC products, was selected as strategic IT partner for the magazine's launch. Magazine content revolves around articles on philosophy and global activist commentary on issues such as genetically modified food and child labour.

He also said as a downloadable digital publication, it has more benefits for advertisers than print because it's able to say how much time a reader spends on each page, who downloaders are as well as the number of downloads.

"Advertising in a digital magazine enables the advertiser to better showcase the business, products, services or even just a message, through audio, video, interactive animation, scripting and user generated content. Hardboiled can become an added value proposition to our service clients because we are now able to extend this medium to them," she said.