[5][6] Its target audience primarily consists of foreigners, immigrants, international students, young Icelanders, and tourists.

In its third year, American-born Bart Cameron took over as editor, also editing Inside Reykjavík, the Grapevine Guide, in 2006 through the Mál og Menning imprint of Edda Press.

[10] Bart was followed over the next decade by editors Sveinn Birkir Björnsson,[11] Haukur S. Magnússon,[12] Anna Andersen,[13] Helga Þórey Jónsdóttir,[14] Sveinbjörn Pálsson[15] again, Jón Trausti Sigurðarson.

The magazine's relative longevity has positioned it uniquely as an English-language publication about Iceland and has sometimes made it a popular reference point in international news and media.

[20] The magazine's Twitter coverage of the UEFA Euro 2016 football tournament became popular internationally.