This study examines the appearance of a journalistic genre, that of Israeli business journalism, as a means of considering the relationship between the appearance of journalistic genres and the emergence of non-journalistic fields. It does so through two complementary theoretical prisms. On the institutional front, it considers the extent to which isomorphism, the tendency in capitalist systems for organizations and individuals to create similar structures and practices, existed. On the discursive front, the newspapers' founding statements and initial editorials were analyzed to identify the ways in which they attempted to construct boundaries that demarcated a legitimate space for finance. The study finds that isomorphism within journalism twinned with boundary work directed outside at its object of reporting contributed to the emergence of financial journalism. The study also expands the conceptual understanding of boundary work's role not only within the journalistic field but also across institutions.