Ƨnob. is a curious magazine.
First, the name isn’t quite what you think it is. Just as “yuppie” meant “young urban/upwardly mobile professional”, the word ‘snob’ in Russian is actually an acronym for “accomplished, independent, educated and thriving” (at least according to the WSJ).
Aimed at a growing Russian wealthy middle class, what’s perhaps most unusual of all is that although Ƨnob is purely in Russian only, it is also distributed in London and in certain parts of the USA. They’ve bought up expensive billboards on the Tube and full-page ads in magazines such as The New Yorker with the tagline “Ask a Russian friend to read it to you.”
