When did the idea start bubbling that something like Whalebone media was needed out east?

Well it probably started bubbling about 10 years ago from a mudslide at Liars. But professionally speaking, last Fall we had done some aggressive market research on the East End, and what it was missing from a millennial perspective in terms of a media/print/social approach. We noticed that with the exception of a few outliers, there wasn't really a solid voice for all things East End. A giant white space so to speak where a positive voice that didn't just mention what celebrity ate what in who's backyard, but things we cared about seemed appropriate. A celebration of why we all love it out here. Winter and Summer. This idea was spawned 5 years ago by Jesse's company Whalebone Creative, and we couldn't have thought of a better portal for developing that voice than behind his brand, which locals and transplants had come to know and love. We want to be a positive brand to get your news from. I guess a positive version of Vice is a good position to take right? Like the John Oliver of regional media channels? Sure. [Photo via @whalebonemagazine]
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