As it continues to invest more resources into digital media, Time Inc. has struck a deal with a producer of Internet comedy videos. It has announced a partnership with Jash, the network whose founding partners include comedians Sarah Silverman and Michael Cera.
By the terms of the deal, Time Inc. and Jash will join forces to produce humorous projects for select advertisers. On Time Inc.’s side of the deal, the new partnership is routed through The Foundry, a creative lab that also works on car channel /DRIVE and breakfast destination Extra Crispy. For Jash, the plan is to leverage its network of up-and-coming creators, who will be introduced to the Time Inc. team. The result will be a comedy initiative that Time Inc. EVP of Business Development Erik Moreno referred to in a press release as “a new content vertical” for clients.
The deal between Time Inc. and Jash resembles another recent pact entered into by the former company. In March 2016, Time Inc. announced a deal with fashion, beauty, and lifestyle network StyleHaul, which like Jash is known for its digital work within specific content categories.
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