Eight accelerates iPad content production

Hang Lung Properties' i66 magazine for iPad combines editorial content with full-featured video and enhanced interactive features.

In the newly released edition of i66 Magazine for iPad, Eight’s demonstrates how to creatively and economically make content that sings on tablet publications.

The new issue features a three-minute “behind the scenes” video produced by New york-based fashion director Daniel Garriga, covering a fashion photography reportage in-the-making for the printed version of the magazine. This “produce-once, use-many-times” approach is central to Eight’s enhanced content production capabilities for their clients.

The Fall/Winter 2011 issue of i66 – the bilingual style magazine for Hang Lung Properties' shopping malls in China – also includes interactive articles, HD image galleries and exclusive clips from the grand opening of Parc 66, Hang Lung’s newest property in Jinan, China.

"It's a great time to be working on tablet publishing. It really is a new generation of media, combining the focused editorial content of a magazine with the entertainment features of a TV channel and the interactivity of a digital application," says Dave Wong, i66 Editor and Head of Editorial at Eight.

“Adding features like a making-of video, or additional footage from our travel photographers brings new depth and extended dimensions to the magazine,” says Wong. “They are fun for our creative teams since they allow us to build much more dynamic content than a printed magazine. And readers and viewers are already telling us that they love it.”

Eight is also making back issues of i66 available in the iPad format. All issues are free to download. Visit the iTunes store to download i66 for iPad now.