Prokhorov Brings Upscale Magazine to DUMBO

This Wednesday, Nets owner Mikhail Prokhorov’s lifestyle magazine for Russia’s nouveau riche, Snob, will be hitting newsstands in New York, The Wall Street Journal reports.

The Russian-language magazine will run a circulation of 20,000 in New York and, in this country, will be aimed at expatriates who have made their money and are “secure enough to go back to the culture that unites us,” said deputy editor-in-chief Masha Gessen, sister of Keith. The magazine will operate a small office in DUMBO.

Prokhorov launched the magazine in 2008 and its tongue-in-cheek title is actually an acronym for “accomplished, independent, educated and thriving,” according to The Journal. When the magazine came to the U.K. a spokesperson told The Independent that the magazine’s name is “very ironic” but that Russian snobs are unique “by not being afraid to call themselves so.”

Earlier: Prokhorov Has Big Plans For the Nets, Big Russian Plans

Prokhorov Brings Upscale Magazine to DUMBO