The American began its first issue by stating that they are starting "where the old Fortune left off" and to "provide an environment a computer screen can't match. You can feel and turn the pages. You can comfortably read long articles. You can browse--really browse--and look at dazzling photographs and illustrations." It aims to provide its readers with more than the simple nuts and bolts of climbing the corporate ladder; instead, The American seeks not to "preach, but to show and explain."