An electronic cigarette , comprising: a liquid supply including a liquid material; a heater which is configured to vaporize the liquid material to produce a vapor; an outer cylindrical tube extending in a longitudinal direction; an inner cylindrical tube within the outer cylindrical tube ; a central air passage in communication with an upstream end of the inner cylindrical tube ; the liquid supply contained in an outer annulus between the outer cylindrical tube and the inner cylindrical tube ; the heater located in the inner cylindrical tube downstream of and spaced apart in relation to the central air passage ; a wick in communication with the liquid supply and in communication with the heater such that the wick delivers the liquid material to the heater and the heater is configured to heat the liquid material to a temperature sufficient to vaporize the liquid material and form the vapor in the inner cylindrical tube ; a power supply configured to apply a voltage across the heater ; at least one air inlet configured to deliver air drawn into the central air passage by a puff on the electronic cigarette ; and an air flow diverter comprising an impervious plug at a downstream end of the central air passage in a seal , the air flow diverter including at least one radial air channel directing air from the central passage outward toward the inner tube and into an outer air passage defined between an outer periphery of a downstream end portion of the seal and the inner wall of inner tube , wherein in use, the air flows into the bore of the central air passage , through the at least one radial air channel and into the outer air passage such that a lesser portion of the air flow is directed at a central portion of the heater so as to minimize a cooling effect of the airflow on the heater during heating cycles. a liquid supply including a liquid material; a heater which is configured to vaporize the liquid material to produce a vapor; an outer cylindrical tube extending in a longitudinal direction; an inner cylindrical tube within the outer cylindrical tube ; a central air passage in communication with an upstream end of the inner cylindrical tube ; the liquid supply contained in an outer annulus between the outer cylindrical tube and the inner cylindrical tube ; the heater located in the inner cylindrical tube downstream of and spaced apart in relation to the central air passage ; a wick in communication with the liquid supply and in communication with the heater such that the wick delivers the liquid material to the heater and the heater is configured to heat the liquid material to a temperature sufficient to vaporize the liquid material and form the vapor in the inner cylindrical tube ; a power supply configured to apply a voltage across the heater ; at least one air inlet configured to deliver air drawn into the central air passage by a puff on the electronic cigarette ; and an air flow diverter comprising an impervious plug at a downstream end of the central air passage in a seal , the air flow diverter including at least one radial air channel directing air from the central passage outward toward the inner tube and into an outer air passage defined between an outer periphery of a downstream end portion of the seal and the inner wall of inner tube , wherein in use, the air flows into the bore of the central air passage , through the at least one radial air channel and into the outer air passage such that a lesser portion of the air flow is directed at a central portion of the heater so as to minimize a cooling effect of the airflow on the heater during heating cycles. <EOS>