WEED BETWEEN THE LINES
Print publications declare that pot is pop (counter)culture
As marijuana use continues to be destigmatized in popular culture, young adults are leaning in to the lifestyle surrounding its consumption. Major media veterans are tapping into this trend by creating stylish pot publications aiming content at Gen Y, from the avid consumer to the merely curious.
When exploring the publications profiling cannabis culture, Anja Charbonneau found that most catered to the stereotypical male image inherent to “stoner culture” or were too industry-focused at a product level, and she couldn’t find the unique female perspective she was noticing among a cohort of creative and intelligent women who enjoy pot. Charbonneau launched Broccoli last November to broaden the conversation around marijuana and explore modern Millennial stoner culture through a female-led and art-focused lens. Broccoli publishes three issues a year and is completely free due to brand partnerships.
Gossamer co-founders Verena von Pfetten and David Weiner thought the cultural conversation around marijuana was engaging, but underrepresented in mainstream media. The two former Huffington Post veterans launched Gossamer as a multi-platform media brand that highlights Millennial-centric cannabis culture and covers a broad scope of topics that include art, food, and travel—canna-tourism is on the rise as more brands offer weed-centric experiences. Pfetten and Weiner stress that they merely apply a “green lens” to their offerings in order to appeal to their peers, who they describe as young people who indulge in, but don’t define themselves by, cannabis consumption.
Both print media and the marijuana industry are undergoing massive cultural transitions that continue to shape the future of their respective industries; a recent collaboration between Paper magazine and MedMen, the LA-based dispensary that was recently valued at $1 billion, amplifies the conversation surrounding both entities. Ember is creatively helmed by Paper staff but fully funded by MedMen in a concerted marketing effort to continue destigmatization efforts. Like Broccoli and Gossamer, Ember’s content is both geared towards Ys and considered more weed-adjacent—like many new weed-infused products, it’s accessible to consumers at all levels of interest.