Not quite The Economist

The Big Money just scored its first two sponsors: Infiniti and American Express.

The site, expected to launch in September, targets the business and finance crowd with "wit and irreverence," says Reuters. It will live on Slate.com, which is owned by The Washington Post — whose online destination, WashingtonPost.com, enjoys the deepest local penetration.

Digitas will provide digital creative for American Express, which worked with Slate on a similar finance site initiative in 2006; Infiniti, which is already running rich media ads alongside The Big Money teaser content on Slate, will use agency OMD, reports MediaPost.

The financial news & research site category drew over 64 million US visitors in May, a 35 percent increase from last year. Yahoo Finance led the sector.