Press and Partnerships · Est. 2006

The Wood Whisperer
Media Kit

Twenty years of honest tool reviews, real furniture builds, and woodworking education. Our audience builds what Marc builds and buys what Marc recommends.

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Marc Spagnuolo in the shopMarc Spagnuolo, host since 2006

At a glance

The numbers

893K
YouTube subscribers
167M
Lifetime YouTube views
36.4K
Newsletter subscribers
30,000+
Guild students since 2009
Channel Audience Notes
YouTube 893,000 subscribers 968 videos published. Roughly 2.1M views and 112K watch hours in a typical 90 day window. About 35% of viewing happens on a television.
Facebook 600,000 followers About 3.4M views per 90 days, with Reels driving more than half.
Instagram 286,000 followers Around 319K accounts reached per 90 days, roughly 70% of that from non followers.
Newsletter 36,439 subscribers Weekly email, roughly 60% open rate.
The Guild 30,000+ students since 2009 Paid online woodworking school, 70+ courses, students who spend real money on tools and materials.
Wood Talk Podcast About 10,000 downloads per episode 613 episodes since 2008. Roughly 39,000 downloads in the last 30 days and 249,000 over the last six months, with 76% in the United States. Co-hosted with Matt Cremona and Shannon Rogers.

Audience figures verified September 2026. Social metrics reflect the most recent rolling 90 day period. Podcast downloads are Acast data for March through August 2026.

Want these numbers broken out for your category or region?Ask us →

Selected partners

Brands we have worked with

Current and past partners across tools, finishes, hardwood, and national consumer brands. Several have renewed year over year.

Logos are shown to identify past and current partnerships and remain the property of their respective owners.

Ready to add your brand to this list?Start a conversation →

Who we are

Our story

The Wood Whisperer began in 2006 as the first online video series about woodworking. Marc Spagnuolo, a former research scientist, started filming projects in his garage. Twenty years later he and his wife Nicole run a woodworking media and education company from Wentzville, Missouri.

Work in progress in the shop

The business has three legs. Free instruction on YouTube and thewoodwhisperer.com. The Wood Whisperer Guild, a paid online school with more than seventy courses. And the TWW Store, which sells plans, books, apparel, and our own Backside Sandpaper.

Marc still writes, films, and edits the work himself. That is the point. The audience knows exactly whose hands are on the tool.

Think your product belongs in our shop?Tell us about it →

Why brands work with us

Trust is the whole product

When Marc recommends a tool, viewers hear a working woodworker, not an advertisement. That is difficult to replicate and it is what a partnership here actually buys.

A buying audience

Woodworkers spend thousands on tools, lumber, and finishing supplies. Our viewers are equipping real shops, not window shopping.

Evergreen shelf life

Our library is instructional, so sponsored videos keep earning views and clicks for years. A placement here is not a one week flight.

Two decades of credibility

Many viewers have followed since 2006 and have built furniture alongside Marc. That relationship is the reason a recommendation lands.

Want that credibility behind your next launch?Get in touch →

Audience profile

Who is watching

  • GenderAbout 92% male
  • Core age35 to 64
  • United States61.6%
  • Canada8.9%
  • United Kingdom5.5%
  • Australia3.0%
  • Television35.3%
  • Mobile29.7%
  • Computer26.1%
  • Tablet8.8%

Device and geography from YouTube analytics, rolling 90 days.

Is this your customer?Let us know what you are selling →

Partnership formats

Ways to work together

We scope every partnership around the product and the launch. Rates are shared privately once we know what you are bringing to market.

Format What it looks like
Dedicated YouTube Video A full build or review built around your product, start to finish, in Marc’s voice.
YouTube Integration A 60 to 120 second segment inside a project video, with the tool doing actual work.
YouTube Shorts Single tip or single feature vertical video, available as a package.
Instagram and Facebook Reels, feed posts, and stories, produced from real shop footage.
Live show Segments, demos, and giveaways on the weekly Woodworking Morning Show.
Usage rights and retainers Licensing for your own channels, plus multi month retainers for launches and ongoing programs.
Not sure which format fits? Tell us the product and the launch window and we will recommend one.Get a recommendation →

How we work

How we work with brands

Comfortable with how we work? Then we should talk.Email the team →