In addition to its practical information and extensive arts and entertainment coverage, Passion became popular also for its often irreverent and humorous (but not mocking) take on the French and the challenges and idiosyncrasies of Paris life.

His partners in the magazine were Michael Budman and Don Green, both originally from Detroit and the co-founders of Roots Canada Ltd. (a successful apparel company and lifestyle brand).

Despite limited financial means, Passion featured well-established journalists, photographers and illustrators while also developing many younger writers who had rarely been published before.

The following are some of the writers who contributed to Passion (listed in alphabetical order): Kathy Acker, John Baxter, Chris Boicos, Clement Barclay.

Philip Brooks, Charla Carter, Ramesh Chandran, Tony Crawley, Eduardo Cue, Claire Downey, David Downie, Fiona Dunlop, Jonathan Ferziger, Richard Foltz, Sarah Gaddis, Mitch Glazer, Peter Green, Brion Gysin, Jim Haynes, Linda Healey, Susan Herman-Loomis, Edward Hernstadt, Amy Hollowell, Mark Honigsbaun, Mark Hunter, Doug Ireland, Nick Kent, Jack Kevorkian, Brett Kline, Tanis Kmetyk, Dawn Kolokithas, Randy Koral, Corrine LaBalme, William Leone, Bernard-Henri Lévy, William Levy, Barbara Lippert, Gregg Marshall, J.B. Miller, Carol Mongo, Lisa Nesselson, Robert Noah, Stephen O'Shea, Barbara Oudiz, David Overbye, Bart Plantenga, Carol Pratl, Jean Rafferty, Paul Rambali, Allen Robertson, Louis-Bernard Robitaille, Daniel Roebuck, Robert Rotenberg, Mark Schapiro, Peter de Selding, Antoine Silber, Claude Solnik, Jean-Sebastien Stehli, Kurt Stewart, John Strand, William Styron, Stephanie Theobald, Alexandra Tuttle, Rebecca Voight, Maia Wechsler, Maclin Williams, David Wray, Michael Zwerin.

Starting with its first issue, Paris Passion always showed an appreciation for good photography, devoting generous space to photo essays, portfolios and portraits of Parisians.

The following are some of the photographers who worked with Passion and/or whose work was featured prominently in the magazine (listed in alphabetical order): Jim Allen, Arnaud Bauman, Henri Cartier-Bresson, Clement Barclay, Chalkie Davies, Francois Dischinger, Barry Dunne, Christophe Galatry, Jean-Paul Goude, Frank Horvat, Benjamin Kanarek, William Klein, Xavier Lambours, Antoine LeGrand, Elizabeth Lennard, Erica Lennard, Jonathan Lennard, Bérangère Lomont, Wily Maywald, Doug Metzler, Jacques Mitelman, Jean-Baptiste Mondino, Helmut Newton, Scott Osman, Andre Ostier, Ian Patrick, Alain Potignon, Ray Reynolds, Bettina Rheims, David Rochline, David Seidner, Jean-Loup Sieff, Alice Springs, Lawrence Sudre, Keichi Tahara, Patrick Trautwein, Peter Turnley, Ellen von Unwerth, Javier Vallhonrat, Claus Wickrath, Patrick Wilen, Michael Williams, Rafael Winer.

The following are some of the illustrators who worked with Passion and/or whose work was featured prominently in the magazine (listed in alphabetical order): François Avril, Jean-Paul Buquet, Helene Cote, Milo Daax, Jean-Philippe Delhomme, Bil Donovan, Blair Drawson, David Dudu Geva, Diana Huff, Myles Hyman, Antonio Lopez, Patricia Marx, Tina Mercier, Philippe Petit-Roulet, Patricia Reznikav, Michael Roberts, Hippolyte Romain, Laurie Rosenwald, Tignous, Solweig Vonkleist.

Among the graphic artists and art directors who worked with Passion and contributed to the look of the magazine were Layne Jackson, Nancy Dorking, Judith Christ, Scott Minick, Tony Judge,Rémy Magron and Hélène Côté.

The changes included going from black-and-white images to those in full color; from newsprint to glossy stock; from celebrity portraits to more conceptual illustrations; and different logos and varying approaches to the use of text.

It stemmed, in part, from the fact that as a magazine relying mainly on newsstands for its distribution, it had to stand out from other publications in order to establish and promote itself, especially in the absence of any marketing budget.

They circulated in places where potential readers would congregate, from hip cafes and restaurants to major cultural events, fashion shows and tourist attractions where hawkers would hold up the latest issue for all to see, and hopefully buy.

From the beginning, there was always a mix of international and national brands along with local, retail businesses, all of whom recognized the value of Passion's unique audience to their marketing plans.

As the magazine evolved, it caught the attention of an increasing number of media buyers at Paris-based advertising agencies who purchased space on behalf of their clients.