High Times Has Some Glossy New Competition

The cowl of Gossamer’s debut difficulty includes a mouthwatering picture of orange juice being poured right into a glass dotted with beads of condensation. Inside there’s an article about books as house décor standing objects, a Q. and A. with the author and director Janicza Bravo, and a trend unfold that includes the clothes traces of Rosetta Getty and Gabriela Hearst.

The journal’s tag line and de facto motto, “High Quality,” is opaque sufficient to not elevate any pink flags to narcs, but additionally serves as a winking reference to its connective thread and defining subject material.


In Broccoli’s fourth and most up-to-date difficulty, between commercials for the hashish physique care model Apothecanna and the weed supply service Eaze, there’s a profile of the ladies who based an “ungendered skatewear” model and an recommendation column from Emily Post regarding the right way to “tactfully talk about weed.”

And at Miss Grass you’ll discover a recipe for cucumber, tomato and CBD salad; a three-step how-to on rolling the proper joint; and a information to Los Angeles’s greatest cannabis-friendly sights. Miss Grass’s slogan? “High Minded.”

“We wanted to create something that reflected how we engage with cannabis on a daily or weekly or monthly basis in our personal lives,” mentioned Verena von Pfetten, who, together with David Weiner, began Gossamer journal final 12 months. “Everyone uses it for a different reason: to relax, to sleep, to have fun, to go out to dinner or on a hike. It’s about the experience you do after. It was important for us to create a lifestyle publication that sat between cannabis and all the other interests of the consumer.”

“Living in Portland and seeing all this creativity that went along with legal weed was really exciting,” said Ms. Charbonneau, who is in Oregon. “While there was a lot of evolution going on, the media side felt pretty stagnant, very industry focused, male dominated. There was nothing for people like me who are casual but dedicated about their cannabis use.”

“People have responded to it overwhelmingly,” she said. “A lot of work has been done in just this year in terms of normalization, so now it’s like, how do we continue that narrative?”

“This is a sign that the stigma around cannabis is starting to disappear,” said Morgan Fox, a spokesman for the National Cannabis Industry Association. “As that stigma has started to erode, we’re starting to see that cannabis consumers come from a wide variety of walks of life.”

Mr. Fox, who started working in the field a decade ago, remembers seeing issues of High Times on magazine stands wrapped in plastic and placed near pornographic titles. Today, cannabis magazines are sold at trendy bookstores likes McNally Jackson and the Strand in New York, or offered in-room at hip boutique hotels like the Ace in Los Angeles and Palm Springs.

Ms. Miller started her cannabis career while working at a medical marijuana shop in downtown Los Angeles during college. “At the time everything we were selling leaned in to that stoner bro stigma,” she said. “It had giant weed leaves on it and Rastafarian signs.”

When it came to her personal use, Ms. Miller saw a stark divide between reality and media representation. “The way that my girlfriends and I were speaking about, consuming and integrating pot into our lives felt so different than how it was portrayed, not only in pop culture, but within cannabis culture,” she said.

She had the foresight to buy the web address for Miss Grass at that time, in 2008, not yet knowing how she would put it to use.

“There was a demographic that everyone was speaking to that was old and tired, it was these stereotypes and clichés,” Mr. Weiner said. “We felt like a lot of brands and media companies weren’t taking into account the realities of sophisticated consumers and readers and how they act and what they think about or what they desire in the world.”

Still there are challenges. Marijuana is recreationally legal in only nine states, and medically legal in 31. Because of this legal limbo, there are byzantine rules and regulations regarding how weed can be marketed, including a ban on online advertising.

Many cannabis companies, however, are making a lot of money and want to use some for promotion, and perceive that an aspirational lifestyle magazine is the ideal product in which to promote their products (are they high?).

“A lot of brands really want to be a part of this evolution of the culture,” Ms. Charbonneau said. “They want to support others who are doing interesting work and lifting up interesting people in the community.”

Source link Nytimes.com

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