When in October 2011 Bloomberg announced it would launch a luxury lifestyle magazine, a Poynter Institute editor described it as “What the 1% reads.” Bloomberg Pursuits is a spin-off of its investor-oriented title Bloomberg Markets, and will debut with a March 2012 issue.
Bloomberg describes its readership as the "Global Financial Elite." Pursuits is exclusive to the 310,000 subscribers to the Bloomberg Professional service, who also receive Markets. The company describes the readership as market-movers, young, business leaders, and influencers with discerning tastes.” (Hence Pursuit’s hiring one editor to report solely upon luxury watches.) The demographics are:
- Age 38
- Average household income $452,000
- Male (90%)
“Our readers don’t just own and appreciate luxury,” said editor Vince Bielski in an interview with WWD. “They have a command and mastery of their toys.” WWD got an advance look at the debut issue, which will contain 46 pages of editorial and 30 ad pages, with such brands as Hermès, Chanel and Rolls-Royce. Issue 2 is not due until December, then the book will go quarterly in 2012. Feature articles include such titles as "Collectors Revive Picasso" and "Fine Tuning Ferrari."