Time Inc. is launching today a video-first content brand dubbed Coinage that’s dedicated to all things personal finance, the company announced. Calling it “one of Time Inc.’s largest video initiatives,” Coinage will produce 600 90-second videos this year featuring contributions from “nearly every Time Inc. brand” — which includes storied titles like Time, Sports Illustrated, People, and Entertainment Weekly.
Coinage content will be published across 22 Time Inc. websites, with videos that are designed to instruct viewers in a lighthearted tone about how to best spend, save, and invest money across all stages of life. The short-form clips will feature original infographics, in-studio interviews, and more. Initial videos cover how much the winning Super Bowl team must pay in taxes and how to boost your credit score — as well as a peak into high-end house flipping.
“[Coinage] showcases both our rapidly expanding video prowess and our ability to leverage the digital scale and reach of our full portfolio,” said Time Inc. chief content officer Alan Murray in a statement. Senior video producer Kate Santichen will lead the Coinage editorial team alongside Money‘s digital editor Adam Auriemma.
Auto insurance company Geico will serve as the venture’s presenting sponsor. Coinage’s tagline is “Life, well spent.”
Other digital brands launched by Time Inc. in recent months include Extra Crispy, a standalone website dedicated to the wonders of breakfast and brunch, and Instant, which is stocked with video content featuring the Internet’s top influencers.