Organization
Urbania is a Montreal-based media group that was created in 2000. The company operates diverse digital media, a brand agency, a technological laboratory, and an audiovisual produc…
Read and enrich the people, organizations and context referenced in case files.
Explore the cases that include this wiki entry.
No case files include this entry yet.
Investigate this subjectUrbania is a Montreal-based media group that was created in 2000. The company operates diverse digital media, a brand agency, a technological laboratory, and an audiovisual production house.
Urbania is a Montreal-based media group that was created in 2000. The company operates diverse digital media, a brand agency, a technological laboratory, and an audiovisual production house.
The media group distinguishes itself with its unconventional tone, its close attention to graphic design and visual presentation and its focus on discussing controversial news.
Urbania also operates in France since 2020.
Urbania Media originated as a magazine launched in 2003 with a thematic quarterly format. The founders, Philippe Lamarre and Vianney Tremblay, initially worked at the Toxa Design Agency, which had been established in 2000. Initially, the main goal of project was to explore new avenues and have fun. The founders did not imagine it would last for more than a decade.
In 2015, The Toxa Design Agency and Urbania's operations were combined under the same name.
In an interview for the French Canadian Newspaper Le Devoir, Philippe Lamarre explains that Urbania's initial mission to highlight ordinary people doing extraordinary things did not change. Still, its approach to achieving this mission has evolved.
For its 15th anniversary, Urbania referenced a famous Esquire magazine cover featuring Muhammad Ali, by portraying Richard Martineau as a martyr which created controversy. Among Urbania's previous magazine covers are Justin Trudeau and Gérald Tremblay crucified on Mont Royal, Jean Charest shaped in a block of cheddar cheese and Antoine Bertrand and Michèle Richard wearing a bikini.
In September 2020, Urbania Media was established in France under the supervision of Florent Peiffer. Urbania's interest in France was previously shown had already shown an interest for the French market by dedicating an issue to Paris in 2012 as well as during an interview for Le Devoir in 2018.
For Urbania's 20th anniversary in 2023, Cardinal Editions published a book tracing the media group's history.
Urbania first started as a physical magazine but is now mainly a digital magazine.
Each issue of Urbania is dedicated to a particular theme, such as odours, vice, food, scammers, sex, lesbians, and the Quebecois male. The first issue was dedicated to locomotion. The magazine puts lots of attention on graphic design, visual presentation, and layout.
In an interview for Le Devoir, Denis Lord explains that Urbania depicts important and modern urban phenomena while suggesting new ways to view society, and remaining informative, entertaining rebellious and open-minded.
Precisely, he states that "for its 20 years, URBANIA has expanded its audience by developing niche content around themes that resonate with young adults, all while maintaining Urbania's distinct tone."
The magazine publishes numerous articles and videos in gonzo journalism (also called experiential journalism) with a hint of humour and a nonconformist tone. The main goal of this method is for readers to immerse in the information and for Urbania to produce content with emotion and sensitivity.
Urbania has a target audience of young adults ranging from 25 to 44-year-olds in the province.
Launched in 2019, Quatre95 is a sub-media of Urbania focused on personal finances, entrepreneurship, the work and business landscape and consumption. It is sponsored by the National Bank of Canada.
The name of this subgroup comes from the original price of the physical Urbania magazine, which was $4.95. In 2022, Quatre95 won the Gold Price of Excellence in digital Publication in the category Of best Editorial newsletter.
Launched in 2021, Dehors discusses the outdoors and sports, nature, tourism and adventures. The goal of Dehors is to offer inclusive content that is free of taboos. According to Barbara Judith Caron, director of digital content, the goal with Dehors is that every reader feels included and connected to the content.
Launched in August 2023 in collaboration with Attitude and Télé-Québec, Mollo targets parents by discussing topics related to parenthood. The main objective of the Mollo subgroup is to support parents in their family and social lives from before the child's birth until the sixth year of primary school. The platform addresses the ups and downs of the world of parenthood without restrictions or taboos.
The Guide des Universités Urbania was launched in January 2020. The platform aims to entertain a young audience ranging from 18 to 25 years old by informing them about the student culture.
In September 2020, Urbania was launched in France under the direction of Florent Peiffer, also joined by members of the original Canadian company. In 2022, approximately 20 journalists were employed to work for the European version of Urbania.
Like its Canadian parent company, the French version of Urbania offers articles and videos on various topics.
In 2021, Urbania France published an investigation into the sexual assault accusations against a popular French YouTuber named Norman Thavaud. These accusations were made by one of Norman's followers who was a minor. Norman Thavaud's press officer denies the accusation but confirms that exchanges between the YouTuber and his fan took place. The case was subsequently covered by Arrêt Sur Images and Libération a year and a half later.
In 2022, Urbania France and YouBlive, a live content agency, partnered to recruit Anaïs Carayon for editorial direction.
Since 2006, Urbania is collaborating with ARTV for the TV show Mange ta Ville at the request of Catherine Pogonat.
Since 2007, Urbania produces TV shows such as Montréal en 12 lieux and Québec en 12 lieux, both aired on TV5.
Urbania Montréal also produces TV shows for Québecor, Bell Media, TV5, Corus, Radio-Canada, Télé-Québec and ARTE.
In collaboration with the Quebec publishing house La Pastèque, Urbania transforms a children's comic book series called Le facteur de l’espace into an animated children's series and a mini-game.
Urbania Studios is the creative studio within the media group focused on brands. The Montreal-based studio produces brand content. It collaborated with Guru, Toyota and the National Bank of Canada.
In
Source: Urbania (media group) (CC BY-SA)
We label verified structured information, user opinions, and AI-discovered relationships separately.
Be the first to comment.
