WHALEBONE MAGAZINE

Adjective & Co. co-founded, branded and partnered with Whalebone Magazine to turn print media on its head and lead with the good, not the sensational. And the need for a media company with a positive outlook on life has never been more clear. Whalebone set out to “devalue the rat race,” meaning enjoy the journey, appreciate the little things, be kind, generous and grateful in the face of a not-so-kind world. They have become the antithesis of the ladder-climbing, look-at-me social set, which is something that resonated in a big way with people and brands alike. This is probably why our surveys show that our readers don't just flip through the magazines, they read them cover to cover—and a majority keep the magazines forever.