WSJ., which was originally intended to be a monthly magazine named Pursuits, is a glossy news and lifestyle magazine by the publishers of The Wall Street Journal. It features luxury consumer products advertisements and is distributed to subscribers in large United States markets as well as throughout Europe and Asia. It began in September 2008 as a quarterly with plans to become a monthly magazine in 2009.
With its tagline "The Luxury of Choice", the magazine operates with an advertising business model that allows for free delivery to select readers. It follows a trend of new luxury magazines many of which are also delivered as part of free subscriptions that supplement other subscriptions or memberships. Since it is leveraging a high-end subset of The Wall Street Journal with favorable demographics, many expect the magazine to be successful.