Residing both geographically and editorially beyond the bullseye of other Hamptons magazines, Whalebone officially turns one this weekend. According to a piece by Keith J. Kelly about just how swell print is doing on the strand heading into Memorial Day weekend, the Montauk-based publication has never been in the red:
“We’re the opposite of pretentious,” said publisher Eddie Berrang.
To start the magazine, the 34-year-old publisher said he approached Jesse James Joeckel, the 28-year-old one-time T-shirt designer who had started the successful Montauk retailer Whalebone Creative as “an expression of our lifestyle based around art, design and surf culture.”
Grant Monahan, whose family runs the Ditch Witch food truck, served as guest editor of the current “Throwback” issue. Berrang says he’s been profitable from Day 1 and, this year, he’s branching out to do a Whalebone Beer in conjunction with the Montauk Brewing Company.
Speaking of beer, one of the features in the aforementioned “Throwback” issue is a look at a circa-1950s menu for the Shagwong Tavern, which switched over to new ownership last June. Back then, Budweiser, decades away from being rebranded as “America,” was just 45 cents.
Another article offers up DJ Pancakes’ “Throwback” playlist. The 11-song compilation is a good soundtrack for those willing to put on their ‘fricking leopard-print pants, take their shirt off and wave it ’round like a helicopter.’ Beyond the 150 or so Hamptons distribution locations, it’s possible to subscribe to Whalebone magazine. Info, rates here.
Previously on FishbowlNY:
Brooklyn Radio Station Goes Live… From Shipping Container