What’s behind Time’s video-first personal finance brand Coinage

Time Inc. has launched a video-first personal finance content operation called Coinage that is running across 22 of its websites.

Coinage plans to produce at least 600 short-form videos by the end of 2017. The first of these videos included one on how to improve your credit score, and how much Super Bowl players made by playing in the game and what kind of taxes they had to pay for that money.

The content will be overseen by Money senior video producer Kate Santichen and Adam Auriemma, who was running Money.com and was recently named editor in chief of Money magazine, Time’s personal finance glossy. They are working with the 10 Time content desks, which have specific areas such as travel, food, sports, and entertainment, to create the content

“We have a new editor at Money who is re-imagining the Money brand for modern audiences,” said Edward Felsenthal, group digital director at Time. “And the focus there is on thinking about money beyond personal finance and beyond the intelligent managing of it, thinking about it as one of the small handful of subjects that we all think about every day.

“That’s travel. It’s food. It’s relationships. It’s health. It’s celebrity. It’s sports. Money intersects with everything we cover.”

Coinage hopes to take advantage of the combined audience of all of Time’s publications. Time’s brands have 250 million social media followers, for example.

The 10 desks at Time were created in December.

“Coinage is very much part of that strategy,” said Felsenthal. “The Coinage platform extends across all of the digital desks and all of our sites. We’re telling stories about money through the passions that are covered by each of these desks and each of these brands.”

For example, one of the desks recently produced a Coinage video on DisneyWorld tickets, while another produced a Coinage video when the Sports Illustrated swimsuit edition was published last week and focused on the careers of swimsuit models. Another looked at the etiquette of tipping. Coinage has a piece in the works about Oscar swag bags.

Coinage is posting three to four videos a day. The videos last between 30 seconds and 60 seconds, and they’re sponsored by insurer GEICO.

Felsenthal declined to disclose Time’s goals for viewership.