As evidenced by one of the latest arrivals onto our shelves, there truly is a magazine out there for everyone. The mag is called “Snob” but unless you happen to be familar with the vagaries of the Cyrillic alphabet, you wouldn’t be able to glean that by simply looking at the cover… because, take a deep breath… this is a magazine for Russian oligarchs. Or failing that, the super rich. Or at the very least, super aspirant.
Snob was founded late last year by mining magnate Mikhail Prokhorov, who has an estimated wealth of around $20 billion and is ranked somewhere between 39th and 24th richest man in the world, depending on who you believe.
Like most Russian oligarchs, Prokhorov’s wealth emerged suddenly in the early 90s during the period of rapid and unregulated privatisation of state owned Soviet assets.
It looks looks like a cross between Tatler and The New York Review of Books, printed on the kind of paper stock usually reserved for royal invitations. It features articles by Gary Shteyngart and Salman Rushdie, photography by Ellen von Unwerth and Francesco Carrozzini, and an alarming cover price of eight dollars. It is aimed at international Russians—those successful, educated cosmopolites who might live part of the time in London or New York but who, the folk at Snob like to say, think in Russian.
In truth, it actually looks a bit like a more brightly coloured, slightly more lavish, Russian take on Monocle. This is the second issue that we’ve carried, but I’m not sure we’ve sold a single copy so far, not yet having stores in either Vladivostock or along the French Riveria. Yet.










