When Emma Rosenblum was promoted to editor in chief of Bloomberg Pursuits in January, she told WWD that she wanted to make the magazine “aspirational without being lame.”

From a glass conference room in Bloomberg’s New York headquarters, the high-energy young editor last week showcased her first issue, which will be sent to Bloomberg terminal subscribers on Thursday.

On the cover is Maria Sharapova, who poses, kneeling on a manicured lawn, while above her head the word “Ace” is written in a loopy, retro, tennis ball yellow script. The slightly cheesy shot looks right out of the Seventies.

“I like putting people on covers, real people. I think it brings the reader in,” Rosenblum said. “We wanted something that felt summery and pretty, and light and fun.”

“Light and fun” are key to Rosenblum’s mission, as she hopes to broaden the quarterly magazine’s readership. Currently Pursuits has a rate base of 375,000 copies. All subscribers are terminal users and 63 percent of them are male (which perhaps explains why they put Sharapova on the cover in a pinup-type pose).

Rosenblum, who ran the Bloomberg-owned Businessweek’s Etc. section and worked at both Glamour and New York Magazine, has experience with stories that appeal to both genders.

“The goal is really to become a stand-alone brand and that’s what we’re looking for in the next year,” she said, offering that this may include making Pursuits available on the newsstand, as well as adding two issues a year.

The editor thumbed through the three main sections of the magazine. The first is a travel-centric one, while the second is on must-have items such as everything from a Mercedes-Maybach to a polo shirt. The last section is for features, which includes photo-driven essays and narrative stories that are consumer- or service-driven.

The new Pursuits shares photo and creative direction with Businessweek, and there’s evidence of that in the use of graphics and statistics. Where it stands apart is its use of white space and larger-scale photos, the editor said, as she stopped at a spread on pumas in Patagonia.

When asked how this iteration of Pursuits differs from that of her predecessor, Ted Moncrieff, who was let go as part of a changing of the guard under Bloomberg chief content officer Josh Tyrangiel, Rosenblum paused.

“My goal was really to make it general interest. It’s not specifically a men’s magazine because our audience is split. I didn’t want anybody to feel like they couldn’t relate to it,” she said. “I’m not really interested in super, super high-end billionaire stuff. Our new tagline is ‘luxury for all.’”

As long as they’re rich Bloomberg traders.

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