HBTC to shut down December 8 and an editorial by Cigar Coop

[Cigar Surgeon]

https://howboutthatcigar.com/2025/10/24/hbtc-news-shutting-down-on-8-december-2025/

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After 7 years and over 300 episodes, the cigar media group known as How Bout That Cigar will suspend operation at the close of the 2025 calendar year.  All of our currently-scheduled Monday shows will continue as planned.  Our final show will take place on 8-December-2025. 

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Online Cigar Media in Crisis?

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For the first time in my 15 years of covering the cigar industry, cigar media is in crisis. In fact, it’s as big a crisis as I have ever seen.

On October 24, How Bout That Cigar (HBTC), one of the more respected cigar media outlets, announced it would be shutting down. This follows an announcement by Barry Stein, a media personality for the past two decades, announcing he was exiting cigar media. We’ve also seen sites like Blind Man’s Puff and Cigar Public on hiatus. While each site has its reasons, ultimately, it’s becoming a challenging space for cigar media to operate in.

Cigar media is getting squeezed by what I call #choice5 syndrome. Historically, cigar companies would announce new products by faxing print publications, hoping for coverage. In contemporary times, these companies have access to a multitude of channels for disseminating information. In fact, many online cigar media platforms have become the fifth choice for soliciting coverage, with some media achieving slightly higher placement. This trend encompasses not only news coverage but also extends to all forms of media exposure.

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[MrBirdman]

Very sad news. Was just hearing someone tell me how games journalism is undergoing a similar crisis, with a significant exodus of journalists and independent media. 

[El Presidente]

Interesting article by Coop. 

John, this would be a fascinating two hour discussion  with yourself, George/Lizard, Sam Spurr (Cigar Journal), myself, Alex Groom.  

Thoughts for what they are worth... 

• Punter doesn't differentiate. It's all entertainment/infotainment. 
• Manufacturers/brand owners only look at where the eyeballs are. Increasingly that is You Tube/Instagram. It has never been easier to track advertising ROI. 
• Few barriers to entry. It's a flooded field. 
• Hard to keep things fresh. Many of those legacy shows/players look, sound, and feel tired/jaded.

What worked in 2015 is unlikely going to work in 2025. It's tough out there 

 

[Cigar Surgeon]

1 hour ago, El Presidente said:

Interesting article by Coop. 

John, this would be a fascinating two hour discussion  with yourself, George/Lizard, Sam Spurr (Cigar Journal), myself, Alex Groom.  

Thoughts for what they are worth... 

• Punter doesn't differentiate. It's all entertainment/infotainment. 
• Manufacturers/brand owners only look at where the eyeballs are. Increasingly that is You Tube/Instagram. It has never been easier to track advertising ROI. 
• Few barriers to entry. It's a flooded field. 
• Hard to keep things fresh. Many of those legacy shows/players look, sound, and feel tired/jaded.

What worked in 2015 is unlikely going to work in 2025. It's tough out there 

Always down for a great conversation over a libation and cigar. My observations have been:

• People tend to find their preferred media or media personality and stick with them
• Some manufacturers view media transactionally, rather than relationship based
  • A small number of manufacturers are hostile towards media
• Cigar media comes and goes. We've seen a sharp jump in that oscillation with YouTubers and Instagrammers which has a lower barrier to entry than web-style media
• Totally agreed with your last point.  You can only take it on the chin so many times from negativity before you throw in the towel

Unfortunately HBTC was one of the good ones.

[LizardGizmo]

1 hour ago, El Presidente said:

John, this would be a fascinating two hour discussion  with yourself, George/Lizard, Sam Spurr (Cigar Journal), myself, Alex Groom.  

I'm in for this - I find the cigar media landscape quite fascinating, especially the rise in 'influencing' for cash.

Coop's point about retailer created content is spot on. I think that's changed the 'need' for cigar media coverage in the eyes of the manufacturers.

It's unfortunate that HBTC is ending - they seem like great guys.

[bmac]

I purchased cigars from Matt several months ago. Great guy! He sold the CC’s to me at a very reasonable price. Class act!

[El Presidente]

10 hours ago, MrBirdman said:

Very sad news. Was just hearing someone tell me how games journalism is undergoing a similar crisis, with a significant exodus of journalists and independent media. 

Add new car Journalism to the mix. 

No manufacturer wants a negative review. Solution? Issue "Press Releases", in-house You Tube reviews...have journalists sign "review contracts" before allowing access and then only dealing with said "compliant journalists".  

Cigars are going much the same way. 

[Nick Hammond]

Interesting times for sure...as ever, your USP (terrible term!) is crucial.

[YoPapa]

Meh. Cigar blogs come and go. That’s hardly a crisis. Most of them are poorly written by people who are uninformed as to how the industry works, and their opinions aren’t particularly discerning. Podcasts are even worse. Corporate-controlled cigar media is not the problem here, and a low-hanging-fruit gripe. Most blogs are bad, half-hearted ventures and eventually expire. That’s the issue. Independent voices aren’t worth anything when those voices have nothing valuable to say.