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THE 2020 WHALEBONE READERSHIP SURVEY RESULTS

“Authentic, Clever, Laid Back, Fun, Innovative. Simply makes me want more.”

–Respondent 674

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829 RESPONDENTS spent an average of 14 MINUTES and 30 SECONDS of their time to sit down and share the following information about Whalebone:

Whalebone recently went out to the good people of the world to check-in and see how we can learn, grow, and improve our offerings. Along the way, we picked up a couple Easter Eggs to share. Turns out folks like our newsletter, pop-ups, collabs, website, shops, social, experiential concepts and clothing almost as much as they like the print magazine. Good to know. Also, Schitt’s Creek, Ozark, and Succession are popular these days amongst people who dig Whalebone. Less important for what you’re probably here for but good show recommendations if you need one.

3 key things we learned through this survey:

1.

People like that Whalebone is human and feels good and not a cold robot. That builds trust. People like trust.

2.

Whalebone is trusted by good humans.

3.

Most humans agree that Jerry Seinfeld is a jerk. Possibly the robots too.

But there's more...

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WHALEBONE AUDIENCE

  • FEMALE
  • MALE
  • 25 to 34
  • 35 to 49
  • Under 25
  • 50 to 64
  • 65 over over
49.4% HHI OVER $100,000
38% FULL TIME + WORKING REMOTE
24% WORKING FULL TIME + COMMUTE OFTEN
9.6%. SMALL BUSINESS OWNER HUSTLE

1/3

of the Whalebone Audience packed a bag and moved or relocated in 2020

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828

out of

829

respondents provided ideas and locations where they would like to see Whalebone.

1 person apparently really really wants us to come do a shop in Killarney, Ireland.

TOP 5 INTERESTS

TRAVEL
MUSIC & ENTERTAINMENT
THE GREAT OUTDOORS
FOOD & DRINK
WELLNESS

TOP 5 STATES

NEW YORK
CALIFORNIA
FLORIDA
TEXAS
COLORADO

TOP 5 COUNTRIES

UNITED STATES
UK
AUSTRALIA
CANADA
BRAZIL

"Nat Geo’s cooler more laid back younger brother."

“Fresh and welcoming in a way very few are able to do.”

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

"The magazine/brand you never knew you needed in your life."

“The social media makes me want to be their best friend in real life.”

"A magazine that not only has the highest quality content, but also makes you feel like they're your friends because of the humor, openness and passion."

“Easily the ninth-best magazine in the world.”

FOLKS WE'VE BEEN FORTUNATE TO WORK WITH

“Whalebone simply gets it. They have figured out the formula…”

–Someone else who likes us

Did you know that Whalebone recently invested heavily in its audience acquisition resulting in a 120% increase in paid subscribers along with 3,200+ new locations that carry Whalebone Magazine across the US, UK, Australia, Canada, and one sketchy truck stop on the New Jersey Turnpike. Places like Whole Foods, Wegman’s, airport shops, boutique hotels, rad independent coffee shops all carry and share about Whalebone. We are also seeing hundreds of new followers to our social media and newsletter each day. Not lighting the world on fire but slow, fun and steady these days.

WAYS TO WORK WITH US

ADS
INTEGRATED PARTNERSHIPS
EXPERIENTIAL
COLLABS
CREATIVE SERVICES

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STOP BY SOMETIME

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326 Bleecker St. New York, New York 10014