Whalebone publishes paid ads that don't stick out like a sore thumb

Whalebone Magazine, a monthly for the East-End-of-Long-Island lifestyle, wants every single ad to follow its overall motif. By working closely with Adjective & Co., the magazine will build ads for each advertiser that conform to the magazine’s overall look.

Whalebone aims to be a hybrid brand. It will come in print, publish online and dabble in social events to chronicle NY’s influentials. Working with an ad agency owned by two of Whalebone’s founders, the magazine will be ground zero for what the team calls a “submerssive” approach to advertising.

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