The recipients of Connoisseur Magazine belong to the less than one half percent of the Swedish working population with an income higher than SEK 2 million per year. These accomplished individuals build businesses for the benefit of others, have unique expertise or create added value for society and the environment. After more than two decades, Connoisseur Magazine has 55 000 readers (SIFO Orvesto 2018:2). The special edition, Connoisseur Exclusive, is distributed in December each year to the 15 000 people with the highest income in the country. Connoisseur Magazine celebrates the history and tradition behind the world’s finest brands while individuals are highlighted in personal interviews that feature successful entrepreneurs, business profiles and committed people with interesting life stories. Connoisseur comes out in February, May and October, plus a special issue in December. We are proud of our great content as well as the fact that every other reader enjoys each issue more than three times. Moreover, a fine 22 percent of recipients claims to collect the magazine.