URBANIA and LA PRESSE have reached an agreement which will allow for the free distribution of a brand-new interactive magazine filled with original content, designed entirely by URBANIA and available through the La Presse+ app. The first edition will be available Friday December 9th.
This new, interactive URBANIA magazine will offer content that is fully distinct from that of it’s print edition. Readers will recognize URBANIA’s trademark audacious and irreverent tone, but in a brand new and dynamic multimedia format made possible by La Presse+’s functionalities. “We’re constantly on the lookout for ways to provide additional content to our community, and especially to find new, interactive, and engaging ways to tell stories. The La Presse+ platform allows us to do so, while conserving our own DNA”, mentions Philippe Lamarre, president of URBANIA.
The interest of Millennials for La Presse+ has been on the rise since the launch of the tablet app. According to an Ipsos-Infopresse study, La Presse is ranked as the 16th most influential brand for Quebecois Millennials, a 16-point increase since 2015.
“The Millennial generation represents a growing readership potential and we wanted to offer content with a distinctive tone that they could relate to. A partnership with URBANIA, a brand that strongly resonates with this target audience, seemed like a natural choice”, explains Michel Gagnon, vice-president of marketing at La Presse.
Advertising sales are handled by the La Presse team, in collaboration with URBANIA. Top-tier advertisers such as TELUS, the National Bank, and the SAQ have already signed on as partners and benefit from complete exclusivity in their market category.
This is La Presse+’s third property in its special edition section, together with the CANADIENS magazine and Les instants Paris Match.