Critical Review
Some media experts consider that pursuit of luxury retail advertising an effective strategy, but whether the magazine becomes a success is an open issue. Immediate speculation commented on the likelihood for success given the demographics of the initial subscription base. Others ascribed their great expectations to the brand. 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. Others note the magazine's launch despite a market with declining advertising and a world economy suffering from the Financial crisis of 2007–2008. Some advertisers expressed appreciation for an opportunity to present to The Wall Street Journal's readers in a different format.
The content is slightly less focussed on consumption than How To Spend It. Gaudoin stated her intention was to make a publication that was less about how to spend it and more about "how to live it." She also intends to differentiate her magazine via wit and irreverence in order to make WSJ. less urban and less gritty" than T. 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.
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