[1][2] It features luxury consumer products advertisements and is distributed to subscribers in large United States markets.

With its tagline "The Luxury of Choice",[4] the magazine began operations with an advertising business model that allowed for free delivery to select readers.

[5] Since it was leveraging a high-end subset of The Wall Street Journal with favorable demographics, many expected the magazine to be successful.

[1][5] Gaudoin had also previously worked for Tatler, Harper's Bazaar and Vogue and helped to launch the women's magazine Frank.

[11] Prior to the launch of the weekend edition, The Wall Street Journal had commonly only been delivered to business addresses.

[5] The original name Pursuits had been widely publicized as a section of the newly launched weekend edition of the magazine.

In order to increase the frequency a May and an October edition were added to the March, June, September and December 2010 distribution schedule.

[2] The initial cover featured Diana Dondoe in a dress fabricated from The Wall Street Journal newsprint design, which the New York Observer feels is a tip of the hat to a controversy noted in The New York Times about a poverty chic photo spread in the India edition of the August 2008 Vogue.

[6][17] Some media experts consider that pursuit of luxury retail advertising an effective strategy,[1][5] but whether the magazine becomes a success is an open issue.

[18] Some skeptics claim that since Journal readers are financial information seekers giving them a free magazine of luxury ads may be a waste of time.

[5] Others note the magazine's launch despite a market with declining advertising and a world economy suffering from the Financial crisis of 2007–2008.

less urban and less gritty" than T.[4] The magazine claims to have planned to feature Sarah Palin in its inaugural issue even before she became John McCain's running mate in the 2008 United States presidential election.