The Walrus Media Kit

The Walrus is a non-profit organization featuring unique perspectives that provoke thinking and engagement. We spark conversations about Canada and its place in the world through our fact-checked reporting, commissioned art, events, podcasts, and content solutions.

We publish a national magazine eight times a year along with daily content at Since our first issue, in 2003, we have featured award-winning writers and artists exploring issues related to technology, politics, business, the environment, and arts and culture.

We attract influential audiences and premium advertisers and offer clients custom-content services across our media platforms.

Awards | News | Clients

To discuss how we can assist your marketing, please contact our Advertising & Sales Manager, Paul Jaramillo.

Audience Highlights

  • Educated: 75% of our audience hold a bachelor’s degree or higher (227 Index) with 41% holding either a master’s degree, PhD, JD, or MD (436 Index).
  • Affluent: We reach Canada’s [#1] most-affluent PRIZM segment: The A-List (avg. HHI $500K). Our audience over-indexes at 440 against the top 1% of earners in Canada (HHI over $300K).
  • Trusting:Our audience trusts us. In a survey of The Walrus and its competitors, including The Globe and Mail, The Economist, The New Yorker, The Atlantic, The Guardian, and the CBC, The Walrus audience selected us as the #1 most-trusted.
  • Influential: Our audience includes MPs, senators, and Canada’s industry leaders.
  • Loyalty: At 84%, our subscriber-renewal rate is near the top of the industry, including 25% who have been with us for over ten years.

Total Monthly Reach: 711,000

Sources: Google Analytics, ActiveCampaign, Magazines Canada, and Proof Inc. Audience Survey.

Average Monthly Reach:

Sources: Google Analytics, CCAB, ActiveCampaign, Proof Inc. Audience Survey and Magazines Canada. Includes duplication across all platforms.


You can download The Walrus brand assets and guidelines online. If you have any questions about using our brand identity elements, please email Monita Mohan, marketing manager at The Walrus.

  • The Walrus wordmark and logo
  • The Walrus social media assets
  • Executive director profile picture and bio
  • The Walrus boilerplate
  • Brand Guidelines

    You can download the brand guidelines before using The Walrus brand assets. The guidelines will help you preserve our brand identity.


    Name: The Walrus
    Founded: 2003
    Country of origin: Canada
    Location: Toronto, Ontario, Canada
    Summary: The Walrus provokes new thinking and sparks conversation on matters vital to Canadians. As a registered charity, we publish independent, fact-based journalism in The Walrus and at; we produce national, ideas-focused events, including our flagship series The Walrus Talks; and we train emerging professionals in publishing and nonprofit management. The Walrus is invested in the idea that a healthy society relies on informed citizens.
    No. of printed issues: 8/year
    Social media links


    Advertising: Showcase your brand with ads on multiple The Walrus platforms to reach print and digital audiences. We accept all standard ad units and can design custom ads to suit your needs (additional charges will apply).
    For rates, production schedules, deadlines, specs, and all other inquiries, contact Paul Jaramillo, advertising and sales manager

    Media opportunities: Interested in bringing Canada’s conversation to your audience? We invite press to speak with our executives, editors, writers, and artists on the topics we cover. If you want to feature our pieces or events, we’d love to hear from you. For press inquiries, contact Monita Mohan, marketing manager for The Walrus.

    Content solutions: Take your content to the next level with The Walrus Lab. We offer custom content, podcast production and sponsorship, and paid posts, plus big-box ads, leaderboard ads, and skyscraper ads on our website and in our newsletters. Contact Mihira Lakshman, director, The Walrus Lab.