1. Your Passport to
the Good Life
“With the launch of Cigar Aficionado and its continued success, we’ve surpassed everyone’s expectations,
including our own, and defied every prediction that we wouldn’t be around the next year.”
—Marvin R. Shanken, CIGAR AFICIONADO
In August 1992, we stood before the crowd of retail tobacconists events, even as we’ve had to find new venues that allow smoking.
in Chicago at the annual Retail Tobacco Dealers of America trade The annual Big Smoke weekend in Las Vegas is simply the biggest
show. It was breakfast, and sitting in boxes around the room was consumer event in the cigar world every year.
the first issue of Cigar afiCionado, with the cover date of Fall 1992. We’ve also become great friends with many people in the cigar
There were lots of smiles and plenty of congratulations offered for business. Again, the list is so long, we can’t even begin to run down
the glossy magazine that was devoted to the lifestyle of men who the people we call our friends and partners. The cigar industry has
smoke cigars, and the people who make them. Years later, many responded to the world’s renewed interest in cigars with some of
present that day would say they thought they would never see the best new products that have ever been in U.S. stores. After
another issue. decades of being in the doldrums, the cigar business is vibrant,
Here we are, years later, and still going strong. It’s been a both for cigar makers and cigar sellers.
dream come true. We had always wanted to create a cigar maga- Smoking bans, new taxes and other kinds of restrictions have
zine, and after Marvin’s fateful first trip to Cuba in October 1991, all complicated life for people working in the cigar business. But it
he decided to take the plunge. Nine months later, we had a fin- hasn’t stopped the public from continuing to enjoy a product that
ished magazine. Today, we’ve surpassed everyone’s expectations, it loves.
including our own, and defied every prediction that we wouldn’t be Cigars create a world of camaraderie with friends, and even
around the next year. strangers. It’s a world that offers a unique kind of relaxation, and
The good times, and the good things that have happened, all the people who understand the pleasures of a hand-rolled cigar
are simply too numerous to list here. There was our first celebrity get to share a little bit of the good life every time they light up.
cover—Rush Limbaugh—which not only spread our message to a
huge crowd of his fans, but also started a long friendship. We’ve
met and known scores of Hollywood celebrities, politicians and
business leaders, all because they share a love of cigars.
There was the first Big Smoke, in 1993, where we realized that
the tip of the iceberg was hiding a huge universe of cigar lovers;
hours before the event, hundreds of people lined up waiting to get MARVIN R. SHANKEN GORDON MOTT
in. Since then, many hundreds of thousands have attended those Editor & Publisher Executive Editor

2. Profile of Our Readers Mendelsohn Affluent Study 2010, HHI $100,000+
Total Audience: 286,000
Passions, Hobbies & interests
Own a Valid Passport 81%
genDer / Marital status Average Vacations per Year 5
Male 75%
Average Business Trips per Year 10
Female 25%
Flies First Class or Business Class 28%
Married 90%
Travel Outside the U.S. 60%
Spent $3,000+ on Apparel 78%
age $5,000+ on Leisure, Entertainment, and Dining 41%
21+ 100%
Purchased Wine by the Case 35%
25–54 72%
Have Wine Cellar/ Refrigerator 32%
35–64 78%
Willing to Spend More on Gourmet Food 56%
Median Age 50
Entertains At Home 65%
Attends Live Theater 60%
HH & asset Values
Median HHI $178,305 Visits Museums 55%
HHI $100,000+ 100% Attends Art Auctions / Gallery Exhibits 44%
HHI $150,000+ 62% Golf 24+ Times per Year 240 index
HHI $200,000+ 38% Owns / Leases 2+ Vehicles 91%
Median Total HH Net Worth $720,991 Spent $5,000+ on Watch or Jewelry 401 index
Median Value of Financial Accounts $960, 965
plus Real Estate Digital
Computers/Mobiles Owned in Home 100%
ProPerty & real estate Any Smartphone/Other Mobile 91%
Own Home 96% Any Smartphone 60%
Own 2+ Homes 30% Any Tablet 179 index
Value of Principal Residence $250,000+ 70% Any Apps Installed on Smartphone 55%
Value of Principal Residence $500,000+ 31% 5+ Apps Installed on Smartphone 211 index
11+ Apps Installed on Smartphone 130 index
eDucation & occuPation
Any Top Management/Chief Officer Title 31%
College Degree+ 68%
Mendelsohn Affluent Study 2010, Heads of Household, $100,000

3. MRI Fall 2010 Survey
Total Audience 1,688,000
Education & occupation
Readers Per Copy 7.34 Attended College+ 84%
College Degree+ 57%
gEndEr / MaritaL status Managerial/Professional 39%
Male 76%
Fin/Acct/Eng/GenMgmt 49%
Female 24%
C-Suite/Top Mgmt 18%
Married 75%
LifEstyLE
agE Recycled Products 58%
21+ 100%
E-reader 7%
25-54 75%
35-64 81%
Median Age 45
HousEHoLd incoME
Median HHI $143,680
HHI $150,000+ 43%
HHI $200,000+ 21%
Mean Respondent Income $92,398
Median Respondent Income $76,688
propErty & rEaL EstatE
Owns Home 82%
Own Home $200,000+ 71%
Own Home $400,000+ 31%
All numbers HHI $100,000+ except total audience and RPC (no income)

4. MMR 2010 net worth
%Comp Index
$2,000,000+ 18% 114
net wortH, Adults Ages 25–54, HHI $150,000+ $3,000,000+ 13% 125
$250,000+ 92% 115
$4,000,000+ 7% 122
$500,000+ 71% 123
$5,000,000+ 6% 129
$2,000,000+ 15% 157
$5,000,000+ 7% 241
Adults Ages 25-54, HHI $100,000+
Value of retirement accounts: $250,000+ 44% 221
VAlue of fInAncIAl Accounts plus reAl Value of retirement accounts: $500,000+ 19% 209
estAte, excludIng prImAry resIdence
$250,000+ 77% 140 Value of retirement accounts: $1,000,000+ 9% 203
$500,000+ 54% 144 HH Liquid Assets: $100,000+ 71% 123
$750,000+ 42% 165 HH Liquid Assets: $250,000+ 56% 198
$1,000,000+ 33% 182 HH Liquid Assets: $1,000,000+ 11% 191
$1,500,000+ 17% 162
$2,000,000+ 13% 180
$3,000,000+ 7% 178
$4,000,000+ 5% 209
$5,000,000+ 4% 266
net wortH, Adults Ages 25-54, HHI $250,000+
$250,000+ 99% 108
$500,000+ 85% 109
$2,000,000+ 27% 119
$5,000,000+ 14% 223
VAlue of fInAncIAl Accounts plus reAl
estAte, excludIng prImAry resIdence
$250,000+ 92% 123
$500,000+ 75% 126
$750,000+ 59% 132
$1,000,000+ 44% 132
$1,500,000+ 23% 104
Mendelsohn Affluent Study 2010

5. HHI $100K travel
Index
Valid Passport 80% 128
Median travel round-trips 4
First or Business class 181
First class 233
Private air through business 291
Use of charter service 155
$10,000+ cost of travel 268
$25,000+ cost of travel 286
20+ commercial airline trips 254
30+ commercial airline trips 363
50+ commercial airline trips 447
3 cruises past 3 years 233
4 cruises past 3 years 212
Luxury Boutique hotels 143
Five Star accommodations 171
11–14 nights hotel 151 Index Florida 112
20–29 nights hotel 192
Miami/Miami Beach 169
30+ nights hotel 230 Foreign Palm Beach 175
50+ nights hotel 371
20+ foreign trips for business 192 Nevada 172
past three years Las Vegas 174
20+ nights in hotel for 234 30+ foreign trips for business 229
business reasons Arizona 163
past three years Colorado 212
30+ nights in hotel for 234 50+ foreign trips for business 114
business reasons Hawaii 166
past three years Washington, D.C. 130
50+ nights in hotel for 231
business reasons Chicago 146
20+ foreign trips for business 201 Hamptons 164
30+ foreign trips for business 293 Boston 204
Index
New England 161
Domestic 11+ foreign nights in hotel 155
20+ foreign nights in hotel 114 Australia 230
20+ domestic trips 174 30+ foreign nights in hotel 209
30+ domestic trips 203 Canada 140
Mexico 114
20+ foreign business nights 143 Caribbean 146
20+ domestic nights in hotel 212 in hotel
30+ domestic nights in hotel 268 British Virgin Islands 405
30+ foreign business nights 206 US Virgin Islands 198
50+ domestic nights in hotel 155 in hotel Puerto Rico 405
50+ foreign business nights 252 South America 498
11+ domestic commercial 252 in hotel
airline trips Europe 148
20+ domestic commercial 288 Ireland 197
Index France 160
airline trips
30+ domestic commercial 390 Destinations Pacific Rim 139
airline trips China/Hong Kong 140
California 108 Japan 133
20+ domestic business 192 San Francisco 146
round trips Palm Springs 247
30+ domestic business 243
round trips Mendelsohn Affluent Study 2010, all numbers age 25–54, HHI $100K+

6. HHI $200K travel
Index Index Index
Valid Passport 79% 99 Domestic Destinations
20+ domestic trips 154 California 136
Median travel round-trips 6.8 30+ domestic trips 121 San Francisco 169
50+ domestic trips 109 Palm Springs 202
First or Business class 152
First class 166 Boston 175
20+ domestic nights in hotel 155 New York City 127
Jet Card 169 30+ domestic nights in hotel 167
Fractional/shared private aircraft 128 Hamptons 183
20+ domestic commercial 159 Florida 116
4 cruises past 3 years 199 airline trips Miami/Miami Beach 134
5 cruises past 3 years 250 30+ domestic commercial 175 Palm Beach 155
airline trips
$10,000+ cost of travel 160 Las Vegas 155
$25,000+ cost of travel 214 20+ domestic business round trips 146 Hawaii 110
$50,000 cost of travel 261 Chicago 182
Index New England 135
20+ business round trips 139
30+ business round trips 107 Foreign
Australia 145
30+ foreign trips 161 Canada 195
11+ commercial airline trips 142
20+ commercial airline trips 161 Mexico 109
20+ foreign trips for business 202
30+ commercial airline trips 153 Caribbean 152
30+ foreign trips for business 284
British Virgin Islands 295
20+ nights in hotel for business 175
11+ foreign nights in hotel 142 US Virgin Islands 252
30+ nights in hotel for business 186
50+ foreign nights in hotel 205 Puerto Rico 252
50+ nights in hotel for business 231
South America 231
30+ foreign nights in hotel 239
11+ nights in hotel 115 for business Europe 110
20+ nights in hotel 152 50+ foreign nights in hotel 268 France 106
30+ nights in hotel 140 for business Switzerland 334
China/Hong Kong 103
Japan 144
Mendelsohn Affluent Study 2010, all numbers age 25–54, HHI $200K+

7. a sampling of our luxury advertisers
AUTOMOTIVE & MOTORCYCLE TRAVEL π Cohiba
π udi
A π Borgata Hotel & Casino π Cuesta-Rey
π MW
B π Dominican Republic π Cusano
π Cadillac π Doonbeg Golf Resort π Davidoff
π Camaro π Embassy Suites π Diamond Crown
π Ford Flex π Foxwoods π Don Pepin
π Harley-Davidson π India Tourism π Don Tomas
π Honda S2 π MGM Grand π Dunhill
π Hummer π Monaco Tourism π Felipe Gregorio
π Jaguar π Net Jets π Fonseca
π Lexus π Pinehurst π Gran Habanos
π Nissan π Punta Nizuc π Gurkha
π Mercedes-Benz π Punta Cana Resort & Club π Joya de Nicaragua
π Porsche π Quintess π La Aurora
π Saturn π Ritz Carlton Club & Residences π La Aroma de Cuba
π Roco Ki π La Caya
OTHER LUXURY
π Sea Island Resort π La Flor Dominicana
π American Express
π St. Kitts Marriott π La Gloria Cubana
π Kohler
π Trump International Golf Club: π Liga Privada No. 9
π Viking Range
Residences π Macanudo
π Visa
π Venetian Hotel & Casino
π Oliva
WATCH & JEWELRY π Villas at Royal Lahaina
π Padilla
π Bell & Ross π Partagas
FASHION & ACCESSORIES
π Carl F. Bucherer π Rocky Patel Premium
π Chanel
π Cartier π S.T. Dupont
π Ermenegildo Zegna
π Chopard π San Cristobal
π Louis Vuitton
π IWC π Savinelli
π Talbott
π Jacob & Co. π Siglo
π Tommy Bahama
π Maurice Lacroix π Stradivarius
π Mikimoto
CIGARS & ACCESSORIES
π Tatuaje
π A. Turrent World Select
π Oceanus π Ted’s
π Alec Bradley
π Panerai π Torano
π Arturo Fuente
π Zenith π Winston Churchill
π Ashton
π Zino Platinum
CONSUMER ELECTRONICS π CAO International
π Zippo BLU
π Bang & Olufsen
π Casa Magna
π Canon
π Chateau Real

8. 2011 issue dates and deadlines
EstimatEd EstimatEd
subscribEr NEwsstaNd
covEr datE spacE closE matErial duE mail datE oN-salE datE
Jan/Feb 2011 Nov 23, 2010 Nov 30, 2010 Dec 29, 2010 Jan 15, 2011
march/april 2011 Jan 18, 2011 Jan 25, 2011 Feb 22, 2011 March 16, 2011
may/June 2011 March 1, 2011 March 8, 2011 April 5, 2011 April 26, 2011
July/august 2011 May 3, 2011 May 10, 2011 June 7, 2011 June 28, 2011
sept/oct 2011 July 8, 2011 July 12, 2011 Aug 9, 2011 Aug 30, 2011
Nov/dec 2011 Sept 13, 2011 Sept 20, 2011 Oct 18, 2011 Nov 8, 2011
Jan/Feb 2012 Nov 18, 2011 Nov 29, 2011 Dec 28, 2011 Jan 13, 2012

9. production specifications
Printing aDvertiSing SiZe SPeciFicationS
Web Offset (SWOP) WIDTH DEPTH
Binding: Perfect Bound Publication Trim Size 9.75" 11.875"
Publication Trim Size: 9.75" x 11.875" Full Page Bleed 10" 12.125"
Full Page Non-Bleed 8.125" 10.5"
Digital File SPeciFicationS Spread Trim Size 19.5" 11.875"
PDF/X-1a
Spread Safety 19" 11.375"
n PDF/X1a file (Only one ad per file)
Spread Bleed 19.75" 12.125"
n Images must be CMYK or Grayscale TIFF or EPS
prepared for the SWOP3 color environment Spread Non-Bleed 16.25" 10.5"
n Total Area Coverage for CMYK color builds should 2/3 Page Vertical Bleed 7" 12.125"
not exceed 300%
2/3 Page Vertical Non-Bleed 6" 10.5"
Delivery oF aD Material 1/2 Page Vertical Bleed 4.875" 12.125"
Digital files uploaded to our ad portal 1/2 Vertical Non-Bleed 4" 10.5"
http://mshanken.SendMyAd.com
(uploading tutorial available on site) 1/2 Page Horizontal Bleed 10" 6"
1/2 Page Horizontal Non-Bleed 8.125" 5"
Advertising material will be retained for one year, unless
return is specifically requested. M. Shanken Communications 1/3 Page Vertical Non-Bleed 3.625" 10.5"
is not responsible for keeping material beyond one year.
1/3 Page Vertical Bleed 3.75" 12.125"
For Further inForMation
Go to mshanken.com, or contact:
Connie McGilvray
cmcgilvray@mshanken.com
tel: 212-481-8610 x344
Carolyn Plouffé
cplouffe@mshanken.com
tel: 212-481-8610 x365
SWOP® is a registered trademark of SWOP, Inc.

10. copy and contract requirements
1. The acceptance or execution of an order is subject to 11. All orders accepted by the Publisher are contingent
Publisher’s approval of copy, text, display and upon acts of God, fires, accidents, strikes or other
illustration. interruptions to production and/or distribution of the
same or different nature beyond his control.
2. All copy, text, display and illustration are published on
the representation that the advertiser and the 12. Rates charged and discounts allowed are subject to
advertising agency are fully authorized and have secured short rate at expiration of ad schedule.
proper written consent. The advertiser and the
13. Publisher reserves the right to cancel the contract upon
advertising agency agree to indemnify and save
default in payment or breach of any provision herein,
harmless the Publisher from any and all liability, loss
and all unpaid charges and short rates shall become
and expense of any nature arising from such
immediately payable.
publication.
14. Publisher reserves the right to reject, exclude, or cancel
3. Any insertion of advertising made by the agency or
any advertisement, insertion order, space reservation or
advertiser represents an acceptance by both the agency
position commitment at any time, for any reason,
and the advertiser of all the terms and conditions of the
without liability, even if previously acknowledged or
rate card applicable to the issue in which such insertion
accepted.
is to be published.
15. All advertisements must be clearly identified by the
4. All rates and units of space are subject to change on 30
trademark or signature of the advertiser. Those which, in
days’ notice.
the judgment of the Publisher, look like editorial pages
5. Orders for specific units of space and dates of insertions will be marked “Advertisement.”
are necessary.
16. The liability of the Publisher for any error for which he
6. Orders specifying positions are accepted on request may be held legally responsible will not exceed the cost
basis only. of the space occupied by the error. The Publisher will
not, in any event, be liable for loss of income or profits
7. The Publisher assumes no responsibility for errors in
or any consequential damages.
key numbers or telephone numbers, or in the printing or
insertion of numbers for inserted material. 17. No conditions, printed or otherwise, appearing on
contract orders or copy instructions that conflict with
8. Orders that contain incorrect rates or conditions will be
the Publisher’s policies, listed on this rate card, will be
inserted and charged for at regular-schedule rates. Such
binding on the Publisher.
errors will be regarded as clerical.
18. As used in this section, the term “Publisher” shall refer
9. Conditional orders are not accepted by the Publisher.
to M. Shanken Communications, Inc.
10. Cancellation or changes in orders not accepted after
closing date.

11. 2011 insertion order
Advertiser:_ ______________________________________ _ Brand:____________________________________________
_
Address:_ __________________________________________________________________________________________
City/State/Zip:_ _____________________________________________________________________________________
Phone:___________________________________________ _ Fax:______________________________________________
Contact:__________________________________________ _ _Email:____________________________________________
Date:___________________________ Sales_Rep:___________________________________________________________
Size_of_Space:  Page  Spread  Other
Issue_Date:  Jan/Feb 2011  Mar/Apr 2011  May/June 2011
 July/Aug 2011  Sept/Oct 2011  Nov/Dec 2011
Space_Cost:_ _________________ Gross_ _ _________________ Net
Authorized_Signature:_ _______________________________________________ _ Date:___________________________
_
Please fax back to: 212-481-1540
M. SHANKEN COMMUNICATIONS, INC.
387 PARK AVENUE SOUTH π NEW YORK, NY 10016
PHONE: 212-684-4224 π FAX: 212-481-1540