Ifyagoddit, flaunt it: that's what Toady says. It is also the opinion of Marvin Shanken, ex-Wall-Street-investment-analyst-turned-publisher. In 1973, Shanken paid $5,000 for a minuscule wine magazine called Impact (hyperbolically named, given its readership of 48). Twenty years on, its descendant, The Wine Spectator, is the world's best-selling booze rag, and Shanken's publishing fiefdom turns over $25 million a year. Now, Shanken has hit on an even more conspicuously consumptive commodity to champion: the cigar. All the best people smoke them (it is the equivalent of being seen to roll up $50 bills in public and set them alight). Shanken is himself a Cigar Aficionado (four Hoyo de Monterey Coronas a day since his days at what Americans persist in calling "college"), the title of his new oeuvre shortly to be distributed in Britain. Will it catch on? Toady's answer is a trenchant non. In the palmy days of Winston, perhaps: but can anyone imagine John Major setting anything on fire?
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