Culture Cible

There is strength in numbers, and that is one conceit that the team behind Culture Cible understands perfectly. The cooperative model of the business brings together various smaller entrepreneurs from the arts and culture field, primarily websites dedicated to the promotion of culture in Montreal and elsewhere in Quebec, with the goal of combining their production resources and advertising space. The goal of Culture Cible is to attract advertisers wishing to make their mark and promote their brands in the cultural sphere.

“The objective was truly to create a synergy between our various organisations, so we could work together in a manner beneficial to all,” specifies Arnaud Nobile, Culture Cible’s president. His other business, a group purchasing outfit Atuvu.ca, is nestled within the cooperative, as are online magazine Web Baron, sites Camuz, Sors-tu.ca et la Bible Urbaine, and college radio station CISM 89.3.

“Our long-term view is to confederate our industry’s independent websites so that they can benefit from this synergy, and in the process create a mightier advertising market; for advertisers, it’s often difficult – and risky – to invest advertising money on independent sites, first and foremost because of the sheer number of them. And, also, because they rarely generate enough traffic to make it worthwhile for them. But when you cobble them together under one platform, it’s easier to sell businesses on their potential impact,” Arnaud explains.