Media Kit


The Walrus is committed to educating Canadians about Canada and its place in the world. We publish a national magazine ten times per year in print, tablet, and mobile editions, as well as exclusive daily content on thewalrus.ca. As Canada’s most honoured magazine, we attract high-value audiences and premium advertisers such as Rolex, Subaru, TD Bank Group, Gardiner Museum, and Land Rover.

The Walrus is a celebrated Canadian publication featuring unique perspectives that provoke thinking and engagement. On thewalrus.ca and in our monthly print magazine, we explore issues related to technology, politics, business, the environment, and arts and culture. We attract high-value audiences and offer clients custom-content services across all media platforms, and have extensive experience working with a variety of industries. To discuss how we can assist your marketing, please contact Joseph Connolly at 416.971.5004 ext. 235 or joseph@thewalrus.ca.


Audience Highlights

Sources: The Strategic Counsel 2014 Reader Survey and Google Analytics 2017.

  • Educated: 49% have a graduate degree
  • Affluent: 40% have a HHI of $100,000+ / 15% have a HHI of $200,000+
  • Female Skew: 55% of subscribers are female
  • Well Informed: 67% read more than 10 books per year
  • Influential: Our subscriber list includes leaders from Canada’s banks, law firms, universities, and hospitals, as well as every MP, Senator, and Minister in Parliament

Total Monthly Reach: 450,000

Sources: Google Analytics and CCBA. Includes duplication across all platforms.

  • Print Circulation: 55,000
  • Print Readership: 275,000
  • Page Views: 350,000/month
  • Unique Visitors of thewalrus.ca: 225,000/month
  • Newsletter subscribers: 13,200
  • Facebook Likes: 40,800
  • Twitter Followers: 73,400
  • Average Walrus Talks event attendance: 475
  • Events per year: 25


Opportunities

Advertising

We offer premium advertising opportunities on thewalrus.ca, in The Walrus magazine and in the weekly Walrus newsletter. We accept all standard units and can design custom ads to suit your needs.

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Supplements

We leverage our expertise as content creators to help brands tell their stories via educational, long-form native advertising in print and online.

Click covers to view supplements.

2015-12
MasterCard Foundation
2015-12
WWF-Canada
2017-11
Community Foundations of Canada

 

Testimonial from Community Foundations of Canada

Through two print publication supplements and a digital article, The Walrus helped Community Foundations of Canada amplify key editorial pieces on the future of philanthropy in Canada written by staff members. The Walrus team worked closely with us to edit and design quality submissions, and were able to deliver copies of the magazine to participants who attended our Belong 2017 Community Foundations Conference. The articles helped frame key conversations about community philanthropy and social innovation not only within Canada’s community foundation movement, but across The Walrus’ engaged and dedicated readership.

David Venn, Director of Communications, Community Foundations of Canada

Testimonial from WWF-Canada

WWF-Canada wanted a vehicle to drive our conservation stories about water health and at-risk marine species to an educated, mainstream audience. The Walrus helped us meet this need by designing a beautiful, multiple-spread supplement inside the magazine’s popular Summer Reading issue. We were thrilled to see notable Canadians, such as photographer Ed Burtynsky, who tweeted his support, engage with the content. We are confident that our conservation success stories reached a knowledgeable audience who cares about the future of our planet. Overall, it was great to be able to showcase our work in such a high-quality publication.

Tammy Thorne, Senior Manager, Strategic Communications, WWF-Canada


Paid Posts

We offer promoted posts on thewalrus.ca that contain links that point to the home page or specific product pages of the website of the sponsor. Paid posts are carefully designed and edited by The Walrus, and range in length 800 – 1000 words. Here is a post we published for Dementia Friends of Canada.


Paid Post for Dementia Friends Canada


Partnerships

We help like-minded organizations showcase interesting ideas and projects. We leverage social media and our magazine for promotion, our administrative expertise to execute events and contests, and our website to create co-branded digital hubs.

Click tablet to view microsite.


Amazon.ca


Contact Us

Rates, production schedule, deadlines, specs, and all other inquiries:

The Walrus Foundation is a registered charitable non-profit (No. 861851624-RR0001) with an educational mandate to create forums for conversations on matters vital to Canadians. The foundation is dedicated to supporting writers, artists, ideas, and thought-provoking conversation. We achieve these goals by publishing The Walrus magazine—which focuses on Canada and its place in the world—ten times a year; producing the national series of Walrus Talks; posting original, high-quality content daily at thewalrus.ca; and training young professionals in media, publishing, and non-profit development.