Urban's emphasis is on sound and forward-looking newspaper journalism with a focus on their own news stories, and a broad coverage of culture and lifestyles, including interior decoration, travel and shopping. Urban places great emphasis on their core audience and what they care about. Urban is targeting urban young people ie. 18-40 year olds, living in the country's major cities. Urban is distributed every weekday at train stations, in companies, at traffic intersections and in buses in Denmark's major cities. Urban has become a popular medium to communicate to young people through. Three times a year the newspaper published studies LIV is a særtillæg about education and career, as the newspaper every week is an extended job and education section. In addition, Urban during 2009 six editions of the Urban Scene covering all conceivable and inconceivable in the theater industry. Urban is a part of the Berlingske Media group (formerly Det Berlingske Officin). The Chief Editor is Henrik Bay.