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La Presse readies new digital magazine property

La Presse of Montreal is preparing to launch a new digital publication called Dada. The monthly magazine-style property will focus on lifestyle and trends content such as food, entertaining, personal finance, fashion and travel. The first edition will be included with the April 22 issue of La Presse+ tablet-based publication. It will also be accessible through the newspaper's website and mobile application. According to the company, Dada will offer a focus on branded content initiatives as well as traditional digital advertising.

"Grouping our lifestyle coverage into themed issues announced several months in advance, and showcasing it in a refreshing, interactive environment, Dada lets us deliver even more beneficial options for advertisers looking to maximize the potential of their branded content strategies," said Émilie Goudreau, director of media creativity and content marketing at La Presse.

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