By Kathleen McLean
FB: Kathleen McLean
With High Times selling a week ago at a value worth $70 million, it’s left many people pondering how media has evolved in the cannabis industry. In 1910, after the Mexican Revolution, America feared the unfamiliar Hispanic culture, including marijuana use. It was then that the media and government worked hand in hand to develop propaganda to frighten American citizens of Spanish-speaking Immigrants and their “evil weed.” In 1936, the film Reefer Madness was released. Reefer Madness was originally financed by a church group in an attempt to show parents all the dangers of cannabis use. Personally, I have not seen this film. However, online outlets say the film is a poor attempt to use scare tactics as an effective way to curb cannabis use. Multiple sites report that the movie depicts teens using cannabis which leads to hallucinations, a hit and run, and attempted rape. Riggghhht.
It wasn’t until the 60’s and 70’s that people saw a counter culture emerge promoting cannabis and legalization. However, those were the same years that the typical stoner was identified. By typical stoner I mean burnout. The people that talk slow laugh at everything and nothing, couch surf, and can’t hold a job.
In 1974, High Times Magazine released its first issue. They hosted their first Cannabis Cup in 1988 in Amsterdam. It was the first event of its kind that encouraged growers to develop new and improved strains for the cannabis community.
It’s in the last decade that platforms for cannabis have grown and investors are cashing in on the booming industry. With Facebook’s rules and regulations not allowing cannabis companies to participate, it’s forced new medias to pop up and cater to the cannabis community. WeedMaps, Leafly, and Massroots are just a few that have cornered the market.
The most recent sale of High Times Magazine has proven that the sky’s the limit when it comes to opportunity in the Cannabis Industry. The $70 Million acquisition gives Oreva Capital a majority stake in High Times Media, which include their Cannabis Cup events, magazine, and website.
It’s just a matter of time until the big name players wake up and find a way to get involved. Last week, while the High Times acquisition took place, the NFL was on the opposite end of the spectrum maintaining their no cannabis or CBD advertising policies. They did, however, approve ads for hard alcohol. If mainstream advertising outlets fail to hop on the green rush, it’s fine, investment groups all over the country will take advantage of the opportunity.
