Ebbs & floes: The Walrus foundation model as flotation device

This report analyzes the position The Walrus assumes as a charitable organization in a climate that presents many financial challenges to general-interest magazines in Canada. Through a case study of a recently launched digital project, The Walrus Laughs, the report examines how The Walrus supports itself financially in the current climate and in the context of the "digital shift," with consideration given to current federal and provincial supports. From an understanding of The Walrus's history and foundation model, it explores the rationale behind a project like The Walrus Laughs, in terms of sponsorship opportunities, digital and editorial strategies, along with recognition of the implications of The Walrus Foundation's charitable status. It looks at how and why The Walrus gets a project like this off the ground, where the challenges lie, and how they can be addressed in the future. Finally, the challenges of this model and projects of this nature are analyzed in a forward-looking context.