Dow Jones launches Moneyish, a personal finance site for millennials

Max Willens of Digiday writes about Moneyish, a personal finance site for millennials that has been launched by the Dow Jones Media Group.

Willens writes, “Where sites like Vice Money, which launched in October, or Coinage, Time Inc.’s video-focused brand that bowed in February, or Mic Money, which went live last July, are focused on unpacking the day’s economic news, or telling people where to park their cash, Moneyish is more about the conversations and feelings that surround money. ‘I don’t see it as a crowded space,’ Mirchandani said.

“Whether Moneyish, which launches Monday afternoon, is running the same race as those other sites or not, the site is a carefully executed bet that DJMG can stand up a whole new editorial brand, separate from its established audiences, while still leaning on DJMG resources and partners to get there quickly.

“‘We think it’s worth the investment of time and resources,’ said Dan Shar, DJMG’s general manager.

“Moneyish grew out of an experiment. MarketWatch, Dow Jones’ Wall St.-focused brand, has long had a personal finance section, as well as a recurring column, Moneyologist, focused on the etiquette of money. But its personal finance team would often peg its work to the day’s or week’s news, and at Shar’s direction, the site began experimenting with pieces that were a little more irreverent, a little more expressly aimed at its social media audience, and a bit further removed from MarketWatch’s core voice. ‘We were trying to expand,’ Shar said.”

Read more here.