WHALEBONE

2016

MEDIA KIT

WHALEBONE MEDIA / P.O. BOX 27 / MONTAUK, NY 11954 /

631-668-2772

MEET WHALEBONE.
Born and raised in the East End of Long Island, Whalebone
is a new breed of culture and lifestyle brand, stemming from
the local heritage and culture that we want to celebrate and
highlight. Whalebone was designed to connect with a younger
and extremely influential audience who, with their shorter
attention spans and higher expectations, must be talked
to in a different way. Whalebonew understands this modern
audience and delivers a submerssive experience that blurs
the lines between digital, social, experiential, print and events.
Were inviting you to join us. Welcome to Whalebone.

2016 WHALEBONE MEDIA KIT sales@whalebonemag.com

MILLENNIALS

THE TRIPLE INFLUENCERS

WHALEBONE WAS DESIGNED FOR THE MOST POWERFUL CONSUMER IN HISTORY.

We call Millennials, the

OF INDIRECT BUYING POWER

triple influencers. They

influence not only their

$500 BILLION

INFLUENCE
THEIR
PARENTS

peers, but both younger

and older generations
what to buy, where to eat,

INFLUENCE
THEIR PEERS

whats cool and whats not.

$200

They have $200 billion in

direct purchasing power,

BILLION

and their indirect spending

power each year is
approximately $500 billion

INFLUENCE
THE YOUNGER
GENERATION

because of their strong

influence on their parents.

68% 90% 72% 53%

OF MILLENNIALS

OF MILLENNIALS

OF MILLENNIALS

OF MILLENNIALS

agree that social posts

do not trust online banner

said they want to increase

said they would give up their

are likely to influence them

ads (LinkedIn, 2014).

their spending on

sense of smell rather than

in making a purchase.

experiences during the

lose a device connection

(Adweek, 2015).

next year (Forbes, 2014).

(Biz Report, 2011).

2016 WHALEBONE MEDIA KIT sales@whalebonemag.com

OPPORTUNITY
There is a change happening in the media landscape. Its actually
been happening for some time, however no media brand has been
able to fully capture this change in an engaging and impactful way.
Gone are the days of traditional marketing in a sense of heres my
product, whats the marketing mix? New generations have been
conditioned by technology to have a short attention span, be educated,
knowledgeable, and have been able to get what they want, when they
want it since they could walk. They prefer to be spoken to, engaged
with, and to get involved in the story of a brand. That is why we apply
a dedicated submerssive media approach. We have proven that our
audience is craving an innovative, millennial-focused media outlet
that embraces the pride and lifestyle of coastal communities, while
delivering content in a way that is pleasing to both the eye and soul.

The new rules [of marketing] will only raise the bar for
bad advertisers to make things that people will actually
care about and want to engage with. Its bad news for
garbage ads and good news for good creative.
- Goodby Silverstein & Partners Head of Brand Strategy
The same way we say that plants are indigenous to their
region, content must be native to its environment. Trying
to shoehorn bad ads into a journal is like trying to grow a
palm tree in the Arctic.
-Time Inc - Creative Strategist

Hampton Jitney Riders

50% 62%
are millenials

hold management positions

69%

(ages 21 - 34)

in their workplace

of $150,000 or more

have a household income

2016 WHALEBONE MEDIA KIT sales@whalebonemag.com

THE WHALEBONE BRAND

DIGITAL
Whalebonemag.com is the heart of our
organization. Complete with stories, videos
and events from across the East End and
beyond.

APPAREL
Fact: everyone loves a super soft t-shirt

CREATIVE
The brains behind our kick-ass strategy,
compelling good looks and powerful
design style are an award-winning creative
team who can help your brand as well.

MAGAZINE
An intuitive approach to modern
media consumption habits. Its a
printed magazine designed to speak
like friends, look like art, and read
like social media.

SOCIAL MEDIA
Adoption. Engagement. Reach.

EXPERIENTIAL/EVENTS
Whalebone does more than throw one hell of a party.

Influence. Consistent and

other buzz words that keep
#Whalebone social humming.

We prove that good old-fashioned events and the

right people interacting in person is more fun and
impactful on business than any keyboard or screen.
2016 WHALEBONE MEDIA KIT sales@whalebonemag.com

DIGITAL
WAYS TO ADVERTISE:

Whalebonemag.com

Custom sponsored post

Featured eNewsletter spotlight
Branded video creation

WHALEBONEMAG.COM
Whalebones intuitive approach to digital media is a based around the simple fact that our audience doesnt go on the
Interwebs, they live there. Whalebonemag.com is a must-read resource for daily curated content, as well as sponsored articles,
gear guides, surf and fishing reports, and the most comprehensive and unique digital media approach offered in our area.
Whalebones intuitive approach to digital media is a based around the simple fact that the traditional approach to
digital advertising is antiquated. Ad servers and banner ads do not work. Across all ad formats and placements Ad CTR is
0.06%. So, this is less than 1 click per 1000 impressions. Often these ads are obtrusive and eject a user from their desired
experience. Thats not very good. We produce highly engaging custom content that matches the goals of our clients and
stays consistent with the style/design the viewer is interested in.
We create custom submerssive ads that live across web, eNewsletter and social. This is done through a simple process
involving our team and the brand and most importantly, it works.
MILLENNIALS AND MOBILE

Millennials are the supreme mobile users, spending 15 hours per week on their phones
31 percent say they do most of their online browsing on their phone, rather than a computer or other device
The value of native advertising worldwide is expected to almost double over the next three years, rising
from$30.9bn in 2015 to $59.35bn in 2018.
Over half of all mobile searches lead to a purchase.
Mobile native advertising performed as much as 10 times better compared to mobile display advertising at similar
frequency, and we are pretty confident its the future.
51,046 unique visitors to whalebonemag.com since launch on May 1, 2015
31.5% open rate on weekly eNewsletter (8.4% click thru rate) - 2K+ subscribers

2016 WHALEBONE MEDIA KIT sales@whalebonemag.com

MAGAZINE

With six issues released March through November, Whalebone Magazine is the
most unique and engaging approach to a print publication thats out there. (Oh,
and its freakin free!)

Millennials are part of the first generation that has been able to fast-forward
through commercials; and they apply that mindset to most advertising they are
presented with. At Whalebone, we understand that no one buys a magazine
for the ads, rather for the experience behind the brand and the content that
comes with that experience. Our groundbreaking approach to creating a fully
submerssive print reading experience for our audience, has led the movement for
creating an environment for our readers where they engage with brands rather
than just skipping right over them. 54% of our readers actually prefer a brand
after seeing them in Whalebone.

whalebone has re-engineered the

traditional magazine ad model.

BEFORE: 50% CONTENT. 50% AD.

We have an innovative approach to providing the reader with an

experience fully curated and endorsed by Whalebone.

HOW IT WORKS; Clients send us a list of key assets (see spec

page) and allow our team of millennial-expert design professionals to
develop your custom ad for Whalebone Magazine. Its that simple. Your
ad is then presented in the Whalebone tone, which is exactly what our
readers want.

THE DETAILS

AFTER: 100% WHALEBONE.

Distribution of 15,000 copies at over 200 high-traffic locations

around the East End and New York City, including in rooms at
select hotels in New York City.
Seven-point thickness cover with coated, gloss-free enamel
Perfect-bound edge with seventy pound inner pages
Digital version that comes out the same day as print with
interactive (clickable) ads
Distribution on the Hampton Jitney + key hotels such as
The Surf Lodge, Bowery Hotel etc.

2016 WHALEBONE MEDIA KIT sales@whalebonemag.com

WHAT
PEOPLE
ARE
SAYING
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WHATPEOPLE
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summers
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*Statistics
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*446 Respondents from readership survey poll August 2015

2016 WHALEBONE MEDIA KIT sales@whalebonemag.com

9 9

EVENTS

WE LOVE

A GOOD
PARTY.
UPCOMING EVENTS:
1 year anniversary party
SATURDAY, MAY 28
Featuring the best live acts, sponsors and
tastemakers that make up everything we love
about the East End and a celebration of the first
12 months of Whalebone. This will also be the
launch of Summer 2016 and all of the other
new offerings from the Whalebone brand that
encompasses all things Summer out East.
SPONSORSHIP OPPORTUNITIES AVAILABLE

Issue Release Parties

Whalebone Media will celebrate the release of each
issue with an event. In addition, we will be curating select
smaller events with a targeted invite list throughout 2016.

July Issue Release Party

August Issue Release Party
September Issue Release Party
SPONSORSHIP OPPORTUNITIES AVAILABLE
* Dates subject to change.
2016 WHALEBONE MEDIA KIT sales@whalebonemag.com

CREATIVE
Adjective & Co. Montauk is the
branding and advertising arm
of Whalebone Media. Helping
bring Whalebone to life from a
strategy and brand perspective,
Adjective MTK and Whalebone
Media are sister companies that
understand Millennials better
than they understand themselves.
ADJECTIVE MTK HARNESSES ITS STRATEGIC
AND CREATIVE MILLENNIAL EXPERTISE TO
OFFER A VARIETY OF SERVICES TO WHALEBONE
CLIENTS, INCLUDING:

Millennial-focused Strategy
Social Media Strategy & Management
Social Listening
SEO/SEM

CREATIVE STEEPED IN STRATEGY. Adjective MTK

understands that advertising is just art (and expensive art) if

Analytics/Reporting

it doesnt move the needle. Thats why we do our homework

Brand Strategy

and uncover the clients business goals and create

Logo & Brand Identity

campaigns that directly affect those goals. Needles moving

Responsive Web Design &

is why we wake up in the morning.

Development

Adjective has been studying Millennials for years. Their

specialty lies in their ability to align brand strategy with
specific business goals, branding and millennials, and
bring it to life with award-winning creative. We partner
with brands or agencies who are trying to reach this
elusive demographic, offering:

Adjective MTK builds brands that make people talk. A

Traditional Advertising

shareable brand is an effective brand and we create brands

Naming & Brand Architecture

Non-Traditional & Digital Advertising
Events & Experiential
Other

BRANDING THAT WORKS. Based on the initial strategy,

people talk about.

MILLENNIAL EXPERTISE. Adjective MTK was built around
the millennial mindset. We have the knowledge and ability to
reach and influence this influential group.

2016 WHALEBONE MEDIA KIT sales@whalebonemag.com

10

APPAREl
Launched back in 2010,
our original apparel brand, Whalebone Creative, was
created by reflecting the surroundings of its coveted
homeland. Inspired by the original Montauk culture
and the people who live it, Whalebone Creative is the
remnants of what once washard-working, creative
individuals, who want to convey that lifestyle through
unique, handmade products.
Each piece is constructed and printed in our Montauk
boutique, with care and commitment to bringing highquality, limited-run products that our consumers wear
with pride.
LIMITED COLLABORATION APPAREL
OPPORTUNITIES ARE AVAILABLE
FOR 2016 with select brand partners.
For consideration or ideas on
Whalebone apparel, please contact
SALES@WHALEBONEMAG.COM

2016 WHALEBONE MEDIA KIT sales@whalebonemag.com

11

CALENDAR + PRICING
SPACE
RESERVATION

MATERIAL CLOSE

ON STANDS

February 5

February 12

March 18

JUne ISSUE

April 8

April 15

May 27

July Issue

May 31

June 3

July 1

August Issue

July 5

July 8

August 5

September Issue

August 8

August 12

September 1

November issue

October 14

October 28

November 18

WHALEBONE ISSUE
THE travel issue

PRINT PRICING

*Rates are subject to change

ADVERTISEMENT

OPEN

2X

4X

6X

Inside Front Spread (Double Page)

$4,800

$4,350

$3,900

$3,400

Inside Back Spread (Double Page)

$4,300

$3,900

$3,500

$3,000

Spread (Double Page)

$3,500

$3,200

$2,800

$2,300

Back Cover

$5,000

$4,500

$4,000

$3,500

Inside Front Cover (Full Page)

$3,000

$2,700

$2,400

$2,100

Inside Back Cover (Full Page)

$2,500

$2,250

$2,000

$1,750

Full Page

$2,200

$2,000

$1,750

$1,500

1/2 Page

$1,200

$1,000

$950

$850

1/4 Page

$800

$750

$650

$500

Creative Set Up Fee

For all new clients, a one time setup

fee for print ad creative

$500

PRINT DISCLAIMER: EAST END PROJECT MTK, LLC d.b.a. WHALEBONE MEDIA HAS FINAL APPROVAL ON ALL ADVERTISING. THE ADVERTISER AND ITS AGENCY, IF IT HAS ONE, EACH REPRESENTS THAT IT
IS FULLY AUTHORIZED AND/OR LICENSED TO PUBLISH THE ENTIRE CONTENTS AND SUBJECT MATTER CONTAINED IN ITS ADVERTISEMENTS INCLUDING, (1) THE NAMES, PORTRAITS AND/OR PICTURES
OF LIVING PERSONS, (2) ANY COPYRIGHT AD MATERIAL, (3) ANY TESTIMONIALS CONTAINED IN ANY ADVERTISEMENT SUBMITTED TO AND PUBLISHED IN WHALEBONE MAGAZINE. IN CONSIDERATION OF WHALEBONE MEDIAS ACCEPTANCE OF SUCH ADVERTISEMENTS FOR PUBLICATION, THE AGENCY AND THE ADVERTISER WILL INDEMNIFY AND SAVE EAST END PROJECT, MTK, PUBLISHER
OF WHALEBONE MAGAZINE, AGAINST ALL LOSS, LIABILITY, DAMAGE, AND EXPENSE OF ANY NATURE ARISING OUT OF THE COPYING, PRINTING OR PUBLISHING OF ITS ADVERTISEMENT INCLUDING,
WITHOUT LIMITATION, REASONABLE ATTORNEYS FEES RESULTING FROM CLAIMS OR SUITS FOR VIOLATION OF RIGHTS OF PRIVACY, PLAGIARISM, AND COPYRIGHT TRADEMARK INFRINGEMENT.
WHALEBONE MEDIA WILL NOT BE HELD RESPONSIBLE FOR DAMAGES OR LOSSES CLAIMED AS A RESULT OF ERRORS. WHALEBONE MEDIA WILL NOT BE HELD RESPONSIBLE FOR ERRORS OR OMISSIONS
THAT DO NOT AFFECT THE VALUE OF THE ADVERTISEMENT.
ALL ARTWORK PRODUCED BY EAST END PROJECT MTK dba WHALEBONE MEDIA REMAINS THE PROPERTY OF WHALEBONE MEDIA. SAID ARTWORK MAY NOT BE USED FOR ANY OTHER MEDIUM
WITHOUT THE SPECIFIC WRITTEN APPROVAL OF WHALEBONE MEDIA. COLLECTION COSTS NECESSARY TO COLLECT ANY AMOUNT DUE TO WHALEBONE MEDIA WILL BE PAID BY THE ADVERTISERS,
INCLUDING ATTORNEY COSTS. ALL PRINT ADVERTISING MUST BE PAID IN FULL FOR THE INAUGURAL ISSUE BY MAY 1ST 2015. NOTE: THESE ARE ONLY GENERAL TERMS AND CONDITIONS SUBJECT TO
CHANGE. FOR SPECIFIC TERMS, REFER TO ADVERTISING AGREEMENT.

digital
ADVERTISERMENT

OPEN

2X

4X

Home Page

$700

$650

$550

Surf

$600

$550

$450

NYC

$800

$750

$650

East End

$700

$650

$550

*Prices include cost for facebook featured post fees *Each Post lives on its respective page for 2 weeks
WEB DISCLAIMER: *No obtrusive content is allowed on our website, nor is any content that could jeopardize the overall effectiveness and image
of whalebonemag.com. All advertisements are subject to review by Whalebone Media prior to posting. ROS = Run of Site - limited to five total clients
at any given time.

social
SPONSORED POST

OPEN

2X

4X

Insta + Twitter + Facebook

$500

$450

$350

SOCIAL DISCLAIMER: Custom social contest, giveaways and promos subject to Whalebone Media editorial approval and guidelines.

exclusive sponsored content

SPONSORED CONTENT

OPEN

2X

4X

6X

Centerfold Sponsor - Exclusive (Logo)

$2,500

$2,300

$2,000

$2,000

Sponsored Content (2-Page Spread)

$4,100

$3,800

$3,300

$3,300

Sponsored Content (Full Page)

$2,200

$2,000

$1,800

$1,800

custom content

*Prices subject to project requirements

Sponsored video content

Brand evaluation and development

Creative strategy
Millennial marketing solutions

PRINT SPECS
PLEASE NOTE: THIS IS NOT AN AVERAGE MAGAZINE, THIS IS WHALEBONE.
our print ad space is done differently than other publications. To integrate your brand as
naturally as possible, we often create custom space around our editorial content that is equal to or greater than
the space listed below for our advertisers. This space may sometimes be in a slightly non-traditional shape, but
will get our advertisers noticed much more than a traditional print ad.

In addition to your proposed print ad artwork, please provide:

4-6 high-resolution photos relevant to your business

Your logo (Please send in vector format in both color, b/w & white if possible)
Business info: Business address, phone number, URL and social handles
Any relevant offers or information youd like highlighted in this ad (listed from most to least important)

Important: We may use the proposed ad that you provide as is, but it is more likely that we will create a custom ad that fits
the space you purchase as well as the aesthetic tone of our publication. This is why Whalebone ads are more effective than
other publications; we make sure the ads are something our readers will enjoy and engage with, not something they will
automatically skip. Should you not have a print ad available, Whalebone will create one for you, no extra charge.

PRINT SPECIFICATIONS
AD SPACE
(PLEASE SEE NOTE ABOVE)

LIVE / NON-BLEED

BLEED

TRIM

(width x depth)

(width x depth)

(width x depth)

2 Page Spread

15 x 10

15.75 x 10.75

15.5 x 10.5

Full Page

7.25 x 10

8 x 10.75

7.75 x 10.5

15 x 4.625

15.75 x 5.375

15.5 x 5.125

1/2 Page Vertical

3.25 x 10

4 x 10.75

3.75 x 10.5

1/2 Page Horizontal

7.25 x 4.625

8 x 5.375

7.75 x 5.125

1/2 Page (East End Local Businesses Only)

provide items above

provide items above

provide items above

Full Page Horizontal

(1/2 Page Horizontal Spread)

TERMS & CONDITIONS

The following are certain terms and conditions governing advertising published in the Whalebone Media magazine (the
Magazine). Submission of insertion order for placement of advertising in the Magazine constitutes acceptance of the following terms and conditions. No terms or conditions in any insertion orders, instructions or documents other than this Rate
Card will be binding on East End Project MTK (Publisher) unless Publisher agrees to such terms and conditions in writing.

1. AGENCY COMMISSION AND PAYMENT Submission of insertion order by advertising agency on behalf of advertiser
constitutes agencys agreement to pay all invoices for placement of advertising in the Magazine pursuant to such insertion order. Notwithstanding the foregoing, submission of insertion order constitutes agreement that advertiser guarantees
prompt and full payment for such advertising in the event of material default by agency. Agency and advertiser are jointly
and severally liable for the payment of all invoices arising from placement of advertising in the Magazine.
Agency commission (or equivalent): fifteen percent (15%) of gross advertising space charges, payable only to recognized
agents. Invoices are rendered on or about the date of sale. Payments are due within net 15 days from when invoice is issued.
No agency commission is payable, and Publisher will not grant any discounts, on production charges. Any discounts received by advertiser on advertising space charges may not be applied to production charges.

2. CANCELLATION AND CHANGES Publisher expressly reserves the right to reject or cancel for any reason at any time any
insertion order or advertisement without liability, even if previously acknowledged or accepted, with notification to advertiser. Advertisers may not cancel orders for, or make changes in, advertising after the closing dates of the Magazine. The
rates and conditions of advertising in the Magazine are subject to change without notice.

3. PUBLISHERS LIABILITY
Publisher is not liable for any failure or delay in printing, publishing, or circulating any copies of the issue of the Magazine
in which advertising is placed pursuant to an insertion order that is caused by, or arising from, an act of God, accident, fire,
strike, terrorism or other occurrence beyond Publishers control.
Publisher is not liable for any failure or delay in publishing in the Magazine any advertisement submitted to it. Publisher
does not guarantee positioning of advertisements in the Magazine, is not liable for failure to meet positioning requirements
and is not liable for any error in key numbers. However, proper notification to advertiser or agent will be made.
The liability of Publisher for any act, error or mission for which it may be held legally responsible shall not exceed the cost
of the advertising space affected by the error. In no event shall Publisher be liable for any indirect, consequential, special or
incidental damages, including, but not limited to, lost income or profits.

4. REPLICANT MOBILE VERSION
All full-page print advertising will receive static placements (with activated links) in Whalebone Medias replicant digital
publication at no additional cost. Unless otherwise specified by the advertiser, Whalebone Media will pick-up print creative
and run it exactly as it appears in the magazine. Advertisers also have the option to opt-out or provide alternative digital
creative to run in lieu of print creative, subject to Whalebone Medias approval. If Whalebone Media does not receive a
request to opt-out or alternative creative by issue close date, your print ad will run exactly as it appears in the magazine.
5. MISCELLANEOUS
The advertising agency and advertiser each represent and warrant that each advertisement submitted by it for publication
in the Magazine contains no copy, illustrations, photographs, text or other content that may result in any claim against Publisher. Advertising agency and advertiser each shall indemnify and hold harmless Publisher from and against any damages
and related expenses (including attorneys fees) arising from the content of advertisements, including, but not limited to,
claims of invasion of privacy, unauthorized use of names or pictures of living persons, trademark infringement, copyright
infringement, libel and misrepresentation.
Publishers acceptance of an advertisement for publication in the Magazine does not constitute an endorsement of the
product or service advertised.
No advertiser or agency may use the Magazines content, ad templates and designed ads, individual ads, name or logo without Publishers prior written permission for each such use.
This agreement shall be governed by and construed in accordance with the laws of the state of New York without regard to
its conflicts of laws provisions. Any civil action or proceeding arising out of or related to this agreement shall be brought in
the courts of record of the state of New York in New york County or the U.S. District Court for the Southern District of New
york. Each advertiser and its agency consents to the jurisdiction of such courts and waives any objection to the laying of
venue of any such civil action or proceeding in such courts.




2016 WHALEBONE MEDIA KIT sales@whalebonemag.com