Time Inc. is preparing to announce the launch of a recipe portal that will pull content from a raft of Time publications, reports MediaWeek.

The site, MyRecipes.com, will contain about 25,000 recipes and act as a recipe hub for Time publications like Cooking Light and Southern Living, among others. Video and recipe-sharing tools will be included. Time Warner hopes proprietary video, made especially for the site, will help differentiate the offering in the marketplace.

Hewlett-Packard, Weber Grill and GlaxoSmithKline will serve as launch advertisers for the site. Time aspires to attract a multiplicity of advertisers in the auto, consumer electronics and financial services, in addition to foods.

Ad-buying can be done specifically for the website or in conjunction with a print buy.