AmEx Courts Twenty-Somethings With New Site

  |  September 23, 2010   |  Comments

Latest foray into publishing, called Currency, aims to educate young people on finances.

American Express is taking another leap into publishing with a new site called Currency that aims to help young people be smarter about their finances.

Launched this week in collaboration with Federated Media, Currency offers an impressive amount of original content for a branded platform: articles on the hidden costs of living alone and planning for the future; blogs from financial consultants and journalists; and online "courses" on paying taxes and managing student loans.

amex-currencyThe centerpiece of the site is Social Currency, an app powered to Foursquare that lets users upload pictures of their purchases, along with captions and other text, at check-in locations. The app also allows users to comment on other users' posts.

Todd Pruzan, the editor of Currency (a position at FM, not American Express), said American Express hopes the site will help the company broaden its appeal among post-college students and other 20-somethings.

"They feel this is a niche that really isn’t being tapped," he said. "There's a whole decade worth of young adults who really don't have a handle on their personal finances. They've never been educated on this and it's not their fault."

Currency is not American Express' only attempt to reach an audience through content. It also maintains Open Forum, a similar site aimed at small-business owners.

Pruzan said the site aims to maintain a rate of four or five new posts a day for the first few weeks, then shift to a schedule of updating every two weeks or so.

American Express and FM are using Twitter, Facebook and blog posts to drive traffic to the site. Pruzan said they are also encouraging the journalists who write for the site to post their articles in social media.

American Express is also the publisher of Food & Wine, Travel + Leisure and Executive Travel magazines.

Follow Douglas Quenqua on Twitter at @DQuenqua.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...