Cigar Report lights up

For every subject, there is a magazine. And in some subject areas, hope springs eternal, despite past experience. Those who remember Cigar Aficianado and Milton, big ticket, lavish titles that celebrated (among other things) the joys of a big stogie, will wonder at the wellspring of hope that is being tapped by the launch of the rather blandly named Cigar Report.

The title will have an initial circulation of 377,000 and is published by Doubledown Media. What gives it more likelihood of success is that it targets the high end readers of Doubledown's other titles such as Trader Monthly, Dealmaker, Corporate Leader and Private Air.

According to a story in MediaDaily News, the first issue includes a cover story titled "Straight to the Top," about the growing popularity of Dominican cigars, as well as an interview with Jimmy Smits, the cigar-loving star of "Cane" on CBS. It also features guides to cigar-friendly venues in cities around the world, recommendations for well-heeled (and cigar-friendly) resort destinations, and advice about transporting them when traveling abroad, such as buying a $69,000 Louis Vuitton cigar steamer trunk.

While some of this content is aspirational, the magazine makes room for many of the obvious co-branding opportunities. In short, there's ample advertising by whiskey makers, luxury carmakers, watchmakers, and condominium developers.

The magazine is also planning to hold a series of branded events, called "The Wall Street Smoke," in New York, Chicago, and Napa, Calif. These invitation-only events allow sponsors to reach attendees through venue signage, logos on invitations, and gift bags.

The magazine is being tested with two covers. It was launched this week with a splashy party at the Carnegie Club in New York. The magazine also has a Cigar Report Daily website. No word on its debut in Canada; probably restricted to newsstands amidst the corporate towers of Toronto and Calgary.