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2023

Whalebone
Community
Survey
Results

Holding out for a hero.

A couple thousand folks were kind enough to fill out a survey for Whalebone recently. The length of the survey just so happened to be the exact same length as the critically acclaimed smash hit "I Need A Hero" by Bonnie Tyler so that was nice. Thank you to all the heroes and community members of Whalebone. Seems like a bunch of good people. Let's learn more about them.

If you could swim in the feeling that Whalebone provides it would be the perfect temperature water.

— A respondent who we're definitely picking up at 7. 

People like our magazine:

  • Ninety thousandCopies distributed nationally
  • Forty thousandAverage readership per issue
  • Two millionAverage impressions per issue

And they love our emails:

  • Eighty-four thousandNumber of Afternoon Delight subscribers
  • Thirty-six percentAverage open rate for our weekly emails
  • Sixty-three percentAverage open rate for our subscriber-only emails

Plus they like us online:

  • Fifty thousandAverage unique monthly visitors to our websites
  • 151.1 thousandFollowers of @whalebonemagazine on Instagram
  • Five millionTotal reach per post on Instagram

Meet our audience:

60% of Whalebone fans are female
60%
Women
38%
Men
2%
Non-Binary / Not Listed
70% of our community are between the ages of 25 and 49.
15.2%
Under 25
40.3%
25 to 34
30.3%
35 to 49
14.1%
50 and over
  • 60 percentOver half of our audience has a household income of $100K or more per year.
  • 81 percentHave told friends and family about something they’d seen through Whalebone.
  • 71 percentAre more likely to purchase based upon seeing seen via Whalebone.
  • two thirdsof our audience like a brand more when they team up with Whalebone.
  • heart
    Top Interests
    Travel & Experiences
    Food & Beverage
    Health & Wellness
    Music
    Home & Garden 
  • map of the united states
    States with the Most Fans
    New York
    California
    Florida
    Texas
  • map of the world
    Top Countries of Origin
    United States
    United Kingdom
    Canada
    Australia

Folks We've Been Fortunate to work with:For the full roster, hit us up at sales@whalebonemag.com

On the survey, we asked folks to describe us in a few words.We Should Really Pay These People:

Whalebone simply gets it. They have figured out the formula to drive interest from the YETI team with the overall value they provide.
— Allison John, Media Director, YETI

Breath of fresh air full of interesting topics, aesthetically pleasing mags, genius brand

The greatest. Literally not one magazine has disappointed or not made me smile over and over again.

A group of people, places, fiestas, buttery t-shirts, yellow dogs & other wonderful things that make me feel like good people find their way together one way or another.

It's a magazine, lifestyle brand, and community that gives a shit about telling great stories, creating authentic experiences, and making cool stuff.

Eye candy that keeps your daydreams afloat!

Like picking up a portal to that perfect summer you’ve been chasing since you were like 10.

Ways to work with us:

  • Custom Content
  • Integrated Partnerships
  • Experiential
  • Collabs
  • Creative Services

We also do things like opening up a brand new record shop with the folks from Vinyl Me, Please. To learn more about custom partnerships and put the power of Whalebone’s audience to work for your brand email us at sales@whalebone.com

Did you know Whalebone has multiple locations?Come say hi.

  • The Boneyard
    The Boneyard
    541 E Lake Drive
    Montauk, NY 11954
  • Bleecker Shop
    Bleecker Shop
    326 Bleecker Street
    New York, NY 10014
  • The Record Shop
    The Record Shop
    742 Montauk Hwy
    Montauk, NY 11954