Find the latest episode of "The Uncertain Hour" here. Listen

America, here’s Russia’s ‘Snob’

Eve Troeh Sep 15, 2010
HTML EMBED:
COPY

America, here’s Russia’s ‘Snob’

Eve Troeh Sep 15, 2010
HTML EMBED:
COPY

TEXT OF STORY

BILL RADKE: A glossy new magazine hits the newsstand today…
and it’s in Russian. One of Moscow’s richest men is behind the venture. But who exactly is his audience?

Marketplace’s Eve Troeh takes a look.


EVE TROEH: Russian billionaire Mikhail Prokhorov already sells his magazine in Moscow and London. It’s full of celebrity interviews and expensive brands.
It’s called “Snob.” In Russian…

LIZA TUCKER: Snob.

That’s Marketplace editor and Russian speaker Liza Tucker. Now, who’d want to read something called Snob? According to their website…

TUCKER SPEAKS IN RUSSIAN

TROEH: In English, please?

TUCKER: Demanding, educated and whip-smart readers, of course. They might buy all the same Mercedes and Prada everyone else does, but they think in Russian.

KEN DOCTOR: It is a niche within a niche.

Media analyst Ken Doctor says while the young Russian jet set is growing, magazine sales aren’t Snob’s goal. Publisher Mikhail Prokhorov bought the New Jersey Nets basketball team last year. And Doctor says Snob could help sell luxury boxes at NBA games.

DOCTOR: Is there a commonality between those who are going to be buying Dior and Armani and Chanel and going to Nets games? I don’t know.

If not, Prokhorov must be counting on Snob magazine to create that link.

I’m Eve Troeh for Marketplace.

Marketplace is on a mission.

We believe Main Street matters as much as Wall Street, economic news is made relevant and real through human stories, and a touch of humor helps enliven topics you might typically find…well, dull.

Through the signature style that only Marketplace can deliver, we’re on a mission to raise the economic intelligence of the country—but we don’t do it alone. We count on listeners and readers like you to keep this public service free and accessible to all. Will you become a partner in our mission today?

Your donation is critical to the future of public service journalism. Support our work today – for as little as $5 – and help us keep making people smarter.