Whalebone Magazine
adj. [ Leisurely ]
adj. [ Leisurely ]
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Overview
We co-founded and branded Whalebone Magazine to flip print media on its head. It’s about ditching the rat race, enjoying the ride, and being kind in a world that isn’t always.
Whalebone Magazine
It’s the opposite of the usual hustle culture, which is why readers and brands resonate so hard with it.
Our surveys show people don’t just skim—they read, covet, and collect.
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Whalebone iconic covers.
A great Whalebone cover should feel like something you found, not something off a rack.
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98%
Subscriber Retention Rate
“With the strategic practices put in place by Adjective, Whalebone expected a 98% subscriber retention rate (unheard of in the industry) and saw a 43% increase in revenue year-over-year from 2021 to 2022.”
Creating More Than Just a Mag
To support tentpole themes throughout the year, atypical activations brought them to life.
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Park Issue
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43% increase in revenue year-over-year from 2021 to 2022.
These initiatives, along with the healthy growing paid subscription base, places Whalebone as one of the nation’s better brand and authentic community growth examples in 2022.
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Results
- 231%
- Print subscriber list growth from 2020 to end of 2021
- 45%
- Email list growth in one year
- 40
- Addy Gold Awards in the lifespan of Whalebone
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Breakfast Issue
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43% increase in revenue year over year
The increase in revenue happened through intentionally diversifying revenue streams with the guidance and creative touch from Adjective. These initiatives, along with the healthy growing paid subscription base, placed Whalebone as one of the nation’s better brand and authentic community growth examples.
Creating a Lifestyle Brand
Adjective & Co. has won over 40 gold ADDY awards for Whalebone Magazine including "best of show" twice and 10 national gold ADDYs for "best publication design"
From live events and activations to a downtown Manhattan merch store and music festival, Whalebone started as a magazine and through digital marketing, social media, websites and more, we turned in into a lifestyle brand.
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