Based on the concept of the Metro free daily newspapers, it was geared toward a young, urban, and mobile clientele.
It was long suspected that the paper was losing money, but as the number of pages increased from the originally-planned sixteen to twenty-four, and often even more (up to 40), the publishers insisted that the newspaper's expanding size was a sign of strong demand from advertisers.
Israeli aimed to become the second-largest paper in Israel, behind Yediot Aharonot, and claimed to print 200,000 issues each day in two daily editions, morning and evening.
In September 2006, it was reported in the Hebrew media that the newspaper would be offering a web portal based on news and blogs which would have some crossover to the print edition.
[1] In 2007, Adelson withdrew from the partnership because of differences of opinion and instead pursued competing options, making an unsuccessful bid to buy controlling interest in the Israeli newspaper Maariv.