Media Archives - Green Market Report

Cynthia SalarizadehCynthia SalarizadehApril 20, 2021
shutterstock_1941075205-scaled.jpg?fit=1200%2C675&ssl=1

19min15833

For the 50th anniversary of 4/20, we decided to highlight and honor the original “OG” cannabis journalists. These are the pioneers who covered this plant, the industry overall and its community for decades. 

The evolution of the cannabis industry and its reversal from prohibition is one of the most interesting topics to witness in our lifetimes. Sitting front row, and the ability to chronicle these changes, has been a priceless experience to each one of these individuals.

Writing for everything from High Times to Rolling Stone, as well as book deals, this is a list of a few of the most important writers to ever document the plant. Today we would like to thank Danny, Mary, Steve and Sharon for their hard work in this industry. 

 

About Dan Vinkovetsky (formerly Danny Danko of High Times)

Danny Danko is a Cannabis editor, writer, and photographer who was the Senior Cultivation Editor of High Times Magazine for 18 years. He has personally selected HIGH TIMES’ annual Top 10 Strains of the Year since 2005 and is also the creator and founder of the HIGH TIMES Seed Bank Hall of Fame. He has judged more Cannabis Cups than anyone else on Earth.

Danny is the author of “The Official High Times Field Guide to Marijuana Strains” (2011) and “Cannabis: A Beginner’s Guide to Growing Marijuana” (2018). Danny hosted the podcast HIGH TIMES presents Free Weed from Danny Danko” from 2011-2018. He currently hosts the podcast “Grow Bud Yourself!” and is the editor of Northeast Leaf Magazine since July 2020.

Links:

Podcast: https://shows.acast.com/freeweed

Patreon Page: https://www.patreon.com/dannydanko

Amazon Book Link: https://amzn.to/2HHvVnJ  

Instagram: https://www.instagram.com/dannydankoht  

Twitter: https://twitter.com/DannyDanko

Facebook: https://www.facebook.com/danny.danko

 

Northeast Leaf Magazine

https://neleafmag.com/

@northeastleafmag on Instagram

Facebook https://www.facebook.com/Northeast-Leaf-Magazine-106484277804820

Twitter: https://twitter.com/NELeafMag

 

 

About Mary Jane Gibson 

Actress, writer, and former culture editor at High Times, Mary Jane Gibson is a prominent female voice in one of the largest emerging industries and worldwide cultural shifts in modern times, traveling the world tracking the legalization of medical marijuana, adult-use cannabis, and CBD with integral public figures, brands, and personalities since 2007. She’s the co-host of the top-rated Weed + Grub podcast alongside fellow actor/comedian Mike Glazer. Raised in Newfoundland, Gibson performed in theater and film in Montreal, Dublin, London, Paris, Seattle, and New York City before moving to Los Angeles. Her unique perspective in cannabis and world culture has earned her work with numerous media outlets, including Rolling Stone, Playboy, and PBS, and the title “one of the 15 most powerful women in the weed industry” from Complex Magazine. Complementing her writing, film, production, and performance credits, Gibson’s received the Overall Excellence in Performance Award from FringeNYC, the William and Eva Fox Foundation Fellowship, and two Seattle Fringe Festival PONCHO Artistic Pick awards (2002, 2003). Gibson is a graduate of the British American Dramatic Academy: Midsummer in Oxford and the National Theatre School of Canada. She also performs voiceover work using a range of regional American, Canadian, European and Australian dialects. Gibson has conducted in-depth celebrity interviews with Margaret Cho, Melissa Etheridge, Awkwafina, Charlie Sheen, Jim Belushi, Laganja Estranja, and the Super Troopers. She also created and starred in the piece “Fatal Attraction in 10 Minutes” with Reggie Watts for his show Radio Play at PS122.

https://www.thisismaryjane.com

Mary Jane wrote and edited for High Times for over a decade. She was named one of the “15 most powerful women in the weed industry” by Complex and was featured in Forbes. She now writes for a number of outlets including Rolling Stone and Playboy. Mary Jane covers cannabis culture, entertainment, and cutting-edge trends, and has interviewed stars like Margaret Cho, Melissa Etheridge, the Super Troopers, Awkwafina, and Reggie Watts. She co-hosts the Weed + Grub podcast with comedian Mike Glazer. Vulture called them “true experts in comedy and marijuana.” Mary Jane is also an award-winning actor and playwright. Follow her on IG @thisismaryjane_.

https://www.thisismaryjane.com

 

 

About Steve Bloom

Steve Bloom is a longtime journalist and author with 32 years in the cannabis community. His credits include:

Publisher of CelebStoner.com, one of the leading sources for marijuana and celebrity news on the web since 2007.

Former editor of High Times from 1988-2007, and producer of the Stony and Doobie award shows and the two Hempilation benefit albums for NORML (1995 and 1998) while at High Times.

Former editor-in-Chief of Freedom Leaf magazine and freedomleaf.com from 2014-2019.

Former Editor-in-chief of two Centennial Media titles, Marijuana Goes Mainstream and The Complete Guide to CBD from 2019-2021.

Co-author of Pot Culture: The A-Z Guide to Stoner Language and Life (Abrams Image, 2007) and Reefer Movie Madness: The Ultimate Stoner Film Guide (Abrams Image, 2010) with Shirley Halperin.

Recipient of NORML’s Media & Culture Award in 2004, Cannabis MVP by the Cannabis Business Awards in 2018 and New York NORML Activism award in 2019.

Has appeared as a moderator, panelist and speaker at many marijuana-reform events, including the NORML Conference, the Drug Policy Alliance Conference, International Cannabis Business Conference, Cannabis Media Summit, Seattle Hempfest, Boston Freedom Rally, Cypress Hill SmokeOu, the NYC Cannabis Parade & Rally and more.

Board member and co-organizer of the annual NYC Cannabis Parade & Rally.

Discovered 420 in 1990.

Founder and organizer of the Teapot Party with Willie Nelson since 2009.

Founder and commissioner of the New York Media Softball League since 2007.

Author of Video Invaders (Arco, 1982) and Watch Out for the Little Guys (St. Martins Press, 1989). 

Lives in Bronx, NY.

Contact Info

bloom@celebstoner.com

Facebook, Twitter, Instagram, Linked In

 

 

About Sharon Letts

Sharon began her professional career as a gardener at the age of 24 in Southern California, with many assuming she grew cannabis. In reality, she designed, planted and maintained flower beds for high-end homes in Southern California for 17 years, before becoming a producer for television, then advocating for the plant.

Gardening turned to television when she was asked to host and produce visiting gardening show, In and Out of the Garden, for local television in Southern California. This led to executive producing travel series, Off the Beaten Path,  for PBS in California, which led to producing national documentary and magazine shows in Los Angeles.

Sharon was brought up to Humboldt County in Northern California to produce a news show, then became the lead features writer for the Times-Standard, the longtime daily paper in the county.

While working in media in the cannabis capital of the world, Sharon presented with breast cancer and was given cannabis oil made by Pearl Moon of the Bud Sisters of Southern Humboldt. Much to her surprise, the oil successfully put the cancer into remission, while simultaneously doing away with upwards of 10 prescription medications and supplements taken for numerous ailments.

Since she already had a voice in the media Sharon followed the calling and has written exclusively and extensively on cannabis as medicine ever since. Called one of the most prolific and informative writers in the space, for the past ten years she’s written for just about every cannabis publication and platform, penning patient profiles, telling successful stories of healing with cannabis.

Sharon also shares her own stories of healing regularly, penning essays on her own cancer experience in using cannabis as medicine, treating and preventing colds, flu, the coronavirus, broken bones, fractures – and replacing opioids with cannabis oil. She’s even included her dogs in the mix, from their rescue near death, to their current healthy lifestyle that includes dosing daily with cannabis and/or CBD.

Recently, her path has brought her full-circle back to media, developing television series from the series she’s written for magazines for years . Her two series, What’s in Your Stash?, written for High Times for the past two years, and Weed Traveler, a travel series for Weed World Magazine in the UK, are currently being shopped by Montel Williams as executive producer, with ten more show concepts on her list.

She’s currently being represented by Pam Pho of D4EO Literary Agency, with an equally long list of book concepts, also based on the series she writes, being developed and shopped now.

This past weekend Sharon’s work was honored by Cannabis Activism Now Magazine, voted Best Writer in the cannabis industry by readers. 

You can read Sharon’s work, as follows: High Times: Higher Profiles, What’s in Your Stash? (TV); Weed World Magazine: Kitchen Apothecary, Weed Traveler (TV); Women of Weed World; Vegas & Tahoe Cannabis Magazine(s): Daily Dose, A Day in the Life of a Cannabis Patient; Dope Magazine: Road Trip: In Search of Good Medicine,  Cannaopolis (eBook/Amazon & scripted TV series); The Emerald Magazine: Humboldt Medicine; Humboldt Stories, eBook/Amazon (winner 2016 Tokey Awards); Toke Signals: Toke Stories; Educated Stoner: essays of personal healing. Self-syndicated globally in several languages.

Email: sharonlettsgardens@gmail.com
URL: http://www.sharonletts.com


StaffStaffNovember 25, 2020
holiday.jpg?fit=960%2C640&ssl=1

8min7140

The holiday shopping season is the holy grail for consumer brands, particularly for those looking to recapture markets lost during the pandemic. However, this season is also the most competitive when it comes to marketing, and it can be a challenge to break through the chatter without breaking the bank. 

For CBD brands, the added difficulty is to resonate with target audiences while staying squarely within regulations. However, with the right digital strategy, it is possible to optimize budgets and achieve meaningful results.

Holiday marketing in a pandemic

Already a growing trend, eCommerce has become the new normal during the COVID-19 pandemic. Most Americans are stuck at home and spending more time on devices, and nearly two-thirds are expecting to change their buying habits by the end of the pandemic. 

To capture these audiences and convert those who are open to new brand preferences, it’s important to keep campaigns running and maintain a full sales funnel, with messaging, marketing tactics, and a customer experience that is sensitive and tailored to the pandemic and to the holiday season. 

Meanwhile, brands should not lose focus on their loyal base. Remind customers what makes your brand special with regular communication and messaging that conveys a solid grasp on current events and emphasizes gratitude for their continued patronage. Building a positive, emotional relationship with customers is one of the strongest moves that businesses can make during this difficult time.

Businesses should also keep in mind that Q1 has become an important shopping season in itself, and extending campaigns into the beginning of 2021 can bring significant returns. Most platforms allow for 180 days of audience data storage, providing a perfect opportunity to retarget and remarket when costs per impression are much lower. 

CBD marketing 101

Given the added hurdles of marketing CBD products, success during the holidays will depend on a clear understanding of where you can advertise, where you can’t, and where it may not be worth it in the first place. 

Most importantly, CBD brands will run into problems advertising on Facebook and Google. While it was reported that Facebook lifted their ban on CBD ads, in practice compliance with their rules can be very difficult, with the rules themselves changing quickly. And though Google does seem to be trending in the right direction, neither platform is worth the risk at this time. 

CBD marketers can also make mistakes when it comes to targeting. While there is overlap with THC audiences, keep in mind that consumers use the two products for very different reasons. Rather than promoting CBD to the same audiences that use recreational THC, fine tune targeting to focus on fitness and health management audiences. 

Despite these pitfalls, marketers can find more fertile ground with programmatic, social, and search marketing. 

  1. Programmatic 

When it comes to CBD marketing, programmatic benefits from much easier compliance and limited regulation compared to other forms of digital advertising. With a multichannel approach, programmatic empowers marketers to find nearly anyone across platforms. Focus on leveraging multiple ad types, including display, native, programmatic audio, preroll, and connected TV, to capture the full benefits of programmatic campaigns. 

       2. Search

While CBD brands are not able to use paid search, organic search will be a cornerstone of effective digital marketing and lead-generation. Consider content marketing at each stage of the funnel, and when structuring campaigns consider three rules: Who do you want to reach? What do you want to say? And what do you want audiences to do?

When creating content, high-quality educational material is the gold standard. Focus on differentiators such as price or quality, and remember that great content itself can be a differentiator.

        3. Social

Social compliance can be incredibly challenging – however, Snapchat may be one worth pursuing. Though it’s technically complicated to market CBD on the platform, when done correctly these ads can have an impressive impact, with as much as fifteen to seventeen dollar return on ad spend. Snapchat also has a number of new tools for advertisers, such as AR/VR, brand profiles, dynamic ads, and the Snapchat audience network.

No effective marketing campaign is complete without a strategy to meaningfully track success. Keep a close eye on the actual dollars and cents being spent on advertising — and how they translate into ROAs — as well as metrics such as attribution and spend from each channel. 

Meanwhile, keep in mind that CBD customers can be much more loyal than most other CPG categories. Metrics such as predictive lifetime value, cost of new email sign-ups, and net new people are efficient means to gather and retain a loyal base. 

Holiday marketing is about working smarter, not harder. This is doubly true for CBD brands, who can tie themselves into knots solving compliance problems and never get a solid foot out the door. Use this as a guide to help simplify holiday marketing during COVID-19, and spend ad budgets with confidence. 

Scott Waldman is a Senior Account Executive at digital marketing agency Adtaxi. A native Californian, he graduated from the University of California, Los Angeles. Prior to joining Adtaxi, Scott has dedicated himself to numerous industries focused on sales & marketing pursuits for various verticals over the last 18 years including e-commerce, CBD, Consumer Electronics, Education, Health & Beauty, Automotive, Tech, Brick & Mortar retail, and numerous others. Scott enjoys travel and cooking in his spare time and believes that helping other people is the key to accomplishing your goals.


StaffStaffSeptember 22, 2020
el-planteo-scaled.jpg?fit=1200%2C516&ssl=1

5min9200

El Planteo, a Spanish-language media outlet dedicated to delivering news on cannabis, hemp, CBD, psychedelics, gender issues, ecology, investing, local culture, trends, and more, announced its official launch in partnership with Benzinga, a dynamic and innovative financial media outlet that empowers investors with high-quality, unique content, coveted by Wall Street’s top traders.

“We noticed a lack of good financial content related to emerging industries and progressive topics in the Spanish-speaking world. Being from Argentina, I felt like we had to be pioneers in this space, providing a young readership in Latin America and Spain with information on business, finance, and culture,” said Javier Hasse, CEO, and Co-Founder of El Planteo. “We want to engage our readers with interesting, diverse content, while also empowering them to build their own businesses and invest in others.”

With a potential adult-use market of over 500 million people, a patient population close to 5 million, and low production costs, Latin America is quickly becoming one of the most significant cannabis markets in the world. According to a 2018 study by Prohibition Partners, the combined adult-use and medical cannabis market in Latin America is expected to reach $12.7 billion by 2028. El Planteo is headquartered in Argentina, with offices in Detroit and Los Angeles. The outlet is bridging the gap in knowledge and technology between first-world countries and developing nations in regards to sustainability and green alternatives.

Recognizing the importance of this rapidly developing market, Benzinga teamed up with cannabis journalist and best-selling book author Javier Hasse, who currently serves as Managing Director of Benzinga Cannabis, to create a platform where Latin American readers and entrepreneurs can stay up to date about industry news and trends, culture, investing tips, and much more more.

“When we brought up the idea of expanding into the Spanish-language market, Javier mentioned he had a project of his own that needed funding. After analyzing the idea, market potential and necessary budget, we decided this would be a great course of action to supplement our larger Spanish offering through Benzinga España, with a more locally-focused media outlet, El Planteo,” added Benzinga CEO Jason Raznick.

Initially released as a beta test, El Planteo has proven to be extremely successful, with very strong traffic (doubling consistently month over month over the last six months) and a large amount of content, both original and translated from a long list of media partners around the world.

El Planteo’s content has been republished on Benzinga, High Times, Forbes Argentina, Investing.com, Ámbito Financiero, Flipboard, Yahoo, and others. Content partners include Benzinga, DoubleBlind Magazine, Confident Cannabis, Goldleaf, Pick Up The Fork, Flowertown, Green Market Report, Aunt Zelda’s, The Medical Cannabis Community, Weedmaps, The Cannigma, Hoban Law Group, Cannabis & Tech Today, and others.

Green Market Report provides some content to El Planteo.


Cynthia SalarizadehCynthia SalarizadehSeptember 18, 2020
HOJ_WOC-1200.jpg.0ffbd6763e60c9a634614999244db267.jpg?fit=960%2C345&ssl=1

4min7190

Haus of Jane announces Women in Plant Medicine Virtual Summit! to be held on September 30, 2020. The online event brings together women working in the stigmatized plant medicine industry to build community, network for business and inspire political activism. Tickets are on sale now: http://hausofjane.com

“By bringing women together on a global level we have the opportunity to make our voices heard politically, find the support we need in growing our businesses and strengthen the women’s movement at home,” Kyra Reed, Co Founder, Haus of Jane. ‘The event will be packed with opportunities to network, make friends and build community.”

What: Haus of Jane is hosting women in a virtual environment that facilitates networking, education and engagement on a dynamic platform.
When: September 30, 2020 –10 am PT to 6 pm PT
Where: Online, sign up now: http://hausofjane.com

Guests will find a DJ on the Main Stage, Salons type group networking and over 30 presentations to learn about how women in plant medicine are advancing the industries in which they work.

“Whether you are new to plant medicine as a career and you’ve been leading the charge against prohibition for decades, you’ll find inspiration, new information and a community of like minded women to explore how plant medicine can heal the world,” added Reed.

Haus of Jane Co-Founder, Lisa Snyder, adds, “It is imperative as women that we take this opportunity to strategize and unify with an intentional desire to connect with like minded individuals who support global health and the well-being of all humans on this planet.”

Many well-respected industry leaders are showing resounding support for the Haus of Jane community including White Buffalo SpiritMCS Accounting ServicesCannasitePotencyACS LaboratoryNternal / XternalClark Howell & Barbari.

“The Women In Plant Medicine Summit is produced and curated by women working in cannabis with the goal of creating a virtual conference that fosters conversation, establishes unity among women in the industry and informs with real, raw presentations on science, policy and what it means to be a woman working in stigmatized plant medicines,” explained Snyder. “Whether you’re new to plant medicine as a career or you’ve been leading the charge against prohibition for decades, you’ll find inspiration, new information and a community of like minded women to explore how plant medicine can heal the world.”

Haus of Jane is an events series focused on creating networking experiences for women in cannabis. Founded as a collaboration between Women Empowered in Cannabis and Tokeativity.


StaffStaffSeptember 15, 2020
shutterstock_521889619-scaled.jpg?fit=1200%2C797&ssl=1

3min5720

Cannabis is one of the fastest growing markets in the United States, employing thousands of workers and generating billions of dollars in sales revenue. Nevertheless, federal law still considers the industry an illicit market, making it difficult for even the most successful of cannabis brands to raise money. One of the ways the cannabis industry has adapted to this frustrating reality is through Shark Tank-style pitch events where companies pitch their brand to interested investors.

One such event is Retail Alchemy. Hosted by the cannabis-focused brokerage firm Cannabis10x, the event offers to open their “inner sanctum of investors” to a host of cannabis brands hoping to secure critical funding and win the ever-coveted Cannabis Crown. 

The pitch contest will take place in two stage. The first event, scheduled to take place on September 16,2020, will feature 40 cannabis brands, selected by Cannbis10x founders Jason Tropf and Holly A. Ford, who will have two minutes to make their pitch to judges. From there, the Top 15 brands selected by the judges will go on to the finals, scheduled to take place on September 26, 2020.

In addition to high net-worth investors and hungry cannabis brands, Retail Alchemy will feature cannabis legend Cheechr Marin, who will deliver the keynote address along with Tropf and Ford. While any event featuring Marin promises to include his signature style of comedy, Tropf says that events will deliver more than just laughs. 

“Pitch events like Retail Alchemy are always a lot of fun, but there’s more to it than that,” says Tropf. “The cannabis industry has an unprecedented opportunity to empower the public and raise our collective consciousness, and that’s something we take seriously.”

Tropf goes on to say he expects Retail Alchemy to carry on the success that previous events organized by Cannabis10X has enjoyed. Earlier this summer, Cannabis10x hosted another pitch event which attracted a collection of investors worth a collective trillion dollars and an international audience spanning 14 countries. 

 


StaffStaffSeptember 12, 2020
IMG_4771-scaled.jpeg?fit=1200%2C900&ssl=1

3min10440

New Jersey: Ballot Advocacy Using Banner Planes

  • New Jersey votes on cannabis legalization in less than two months and entrepreneurs are getting creative to get-out-the-vote.
  • Educational events company Accelerate Cannabis is flying planes over the Jersey Shore to redirect public attention to advocacy groups and legalization messaging.
  • The State only has a handful of fully-vertical MSO’s currently and legalization will open the market to the industry at-large.

In less than two months, New Jersey voters might start a chain reaction on the East Coast to legalize cannabis and create a fertile market sandwiched between New York and Philadelphia – that is, if nothing goes wrong for advocates clinging to a close polling margin.

“It’s so easy to get trapped just talking to people on our side,” said Ellie Siegel, producer of Accelerate Cannabis events and lead sponsor for the Aerial Advocacy Campaign, “we needed a way to reach millions in the State with clear reasons why they should ‘Vote Yes’ and to tell everyone they know to make it down-ballot to the referendum.”

With social distancing in effect, Siegel sees this campaign as a way for businesses to reach both everyday voters and industry actors, “webinars and virtual conferences don’t tend to attract newcomers in the same way and as New Jersey becomes one of the hottest markets in the world, our mission has been to educate and create a sophisticated network of service providers and advocates who are ready for expansion.”

From 500 ft in the air, six feet of separation seemed to matter less as visitors flocked to the Jersey Shore over Labor Day Weekend. Accelerate Cannabis is flying a banner again this Saturday to keep the momentum going and hopes to continue mass market advocacy as the season changes.

Supporters of the Aerial Advocacy Campaign include Longview Strategic, an industry consulting firm focused on licensing and expanding emerging markets, as well as Women Grow, a female-led cannabis networking community, and Trichome Analytical, a local testing lab in the State. “We are all coming together to draw attention to the advocacy efforts of #NJCAN2020,” Siegel continued, “this coalition has been formed by people who have dedicated their careers to trying to get legalization right and we want the public to turn to them for information and resources about the ballot question.”

The campaign also links to Headcount’s Cannabis Voter Project, a multi-tiered effort through the entertainment industry to get-out-the-vote. With fewer venues, concerts, and live events offering spaces for mass market advocacy, people are finding new ways to support the legalization message and remain socially distant.


StaffStaffJuly 10, 2020
NELeaf-scaled.jpg?fit=1200%2C628&ssl=1

5min15031

Four former senior staffers at High Times Magazine have partnered with Northwest Leaf Magazine to launch Northeast Leaf, a free monthly print magazine focused on the growing Cannabis communities and businesses in the eight states of the region. Making the move from High Times are Former Senior Cultivation Editor Dan Vinkovetsky (previously known as Danny Danko), Editor-In-Chief Michael Gianakos, Director of Technology Pete Thompson, and Advertising Executive Michael Czerhoniak.

Distribution is planned for September 2020, New York, New Jersey, Connecticut, Rhode Island, Massachusetts, Vermont, New Hampshire, and Maine will be represented. Northwest Leaf is a ten-year media brand that is currently publishing in five markets covering California, Oregon, Washington, Alaska, and Maryland.

Leaf Nation Founder & Publisher Wes Abney says, “With targeted media showing no signs of losing relevance, we’re elated for this opportunity to bring such an amazing stable of proven veterans into the Leaf family. The world needs honest Cannabis education and entertainment and it is our promise to stay true to the plant and the people as we grow the Leaf Nation into the global leader for Cannabis journalism.”

Dream Team

The team that Northeast leaf has assembled comes with a stellar pedigree. Gianakos was the former Editor-in-Chief of High Times from 2006-2020. He is the co-host and producer of Grow Bud Yourself! podcast. Danny “Danko” Vinkovetsky has written about cannabis for over 18 years at High Times and was most recently the Senior Cultivation Editor. He is the author of The Official High Times Field Guide to Marijuana Strains and Cannabis: A Beginners Guide to Growing Marijuana.

Vinkovetsky said, “With several popular magazines all having gone out of print, it makes perfect sense for us to continue our passion for the written word with such a respected, proven brand as The Leaf. And I love that it’s free to the public!”

Co-owner of The leaf and former syndicated radio personality, Mike Ricker, also shared in the merriment. “I’m elated to bring my 20 years of corporate broadcast experience to the next level as we expand our magazines, multimedia platforms, podcasts, and world-class events while building the most revered brand in the blooming Cannabis industry and beyond!” Ricker received the Billboard Award for Rock radio Personality of the Year in Seattle in 2008.

Rounding out the team, Thompson was the digital director at High Times from 2013-2014 and Black was a 21-year veteran of High Times. Black is the host of the podcast Blazin’ With Bobby Black and the Co-founder of High Way Travel. Czerhoniak was the advertising director at High Times for 15 years and is currently the Registration & Event Director for CHAMPS Trade shows.


StaffStaffJune 30, 2020
Close-Enough-Gummy-Collection.png?fit=1200%2C441&ssl=1

4min21250

HBO Max has become the latest production company to use cannabis products as a marketing tool. The company is partnering with Sunderstorm’s Kanha Cannabis Infused Gummies and online cannabis marketplace Eaze to launch a collection of character-inspired CLOSE ENOUGH edibles.

“Close Enough, is a surreal animated comedy about a married couple, their five-year-old daughter, and their two divorced best friends/roommates all living together on the east side of Los Angeles. The series is from the creator  JG Quintel, creator of the Emmy Award-winning “Regular Show” and begins streaming on July 9.

“Kanha’s partnership with HBO Max is an exciting opportunity to showcase our delicious, award-winning gummies to a brand new audience,” says Cameron Clarke, CEO of Sunderstorm the parent company of Kanha. “We can’t think of a more playful, fun collaboration to announce to our fiercely loyal fans. We’re thrilled to partner with one of entertainment’s biggest media giants to help bring the adult characters in their new show to life through our gummy flavors and profiles.”

The Close Enough collection is inspired by each of the adult characters in the series. The products are marketed in for moods like relax based on the character Josh, get things done like Emily, get lost in thought like Alex, or be a social butterfly like Bridgette.

“It has been so thrilling for my team and I to create a campaign that feels so authentic to Close Enough,” said Peter Sherman, SVP of Program Marketing at HBO Max. “When crafting any campaign, our aim is always to create an experience for the audience that feels genuine and exciting, and this partnership with Kanha hits the nail on the head. We’re so excited about this one and we can’t wait to see how fans react.”

Starting on June 29 and through the end of July, while supplies last, Close Enough Cannabis-Infused Gummies are available at over 20 select, licensed retailers in California. They will also be available for purchase and delivery via Eaze in Los Angeles, San Francisco, and San Diego throughout the month of July, while supplies last.


Kaitlin DomangueKaitlin DomangueJune 11, 2020
ethereal-e1591901390184.jpg?fit=960%2C597&ssl=1

6min14340
Several cannabis companies aspire to be luxury brands but without the proper creative talent, the marketing can fall flat. In the traditional consumer packaged goods market, the look and feel of a luxury brand are remarkably different from a middle-market brand and that can often be attributed to the hiring of a marketing agency that specializes in luxury brands.
The cannabis industry now has its own creative agency that was launched to specifically market luxury cannabis brands. The new ETHEREAL understands the specific DNA of luxury packaging and marketing. The founders are four creatives with an extensive background in the luxury and lifestyle categories – Creative Director/Designer John Mamus, Photographer/Videographer Pablo Aguilar, Creative Director/Writer Tod Brilliant, and Managing Director Masako DiDio.
“The cannabis industry is growing at lightspeed, but it has yet to firmly establish itself in the luxury marketplace,” says John Mamus. “The opportunity is massive, and we have the passion and experience to help the most forward-thinking brands take full advantage. ETHEREAL is nimble and purpose-built for creative excellence, efficiency, and cost-effectiveness.”
Mamus founded the boutique high-end creative agency MAMUS (mamuscreative.com) in 2007. With a focus on Luxury (automotive, private jets, textiles) and now cannabis, Deep Technology (low-earth-orbit satellites, augmented reality, sovereign identity, the blockchain, and digital assets) and Retail (high-end food, cosmetics). Pablo Aguilar is an award-winning photographer/videographer. Pablo and his team have created iconic images for brands such as Adidas, Fila, Vibe, Complex Mag, Fortune, Sports Illustrated, Snoop, and many more.
Tod Brilliant is a deeply experienced writer and creative director. Over the years, he has developed projects for larger brands like Amazon, Samsung, MTV, Converse, Microsoft, and L’Oreal. Masako Didio has an extensive brand and leadership experience with brands such as Maison Dior and Burberry. She has intellectual property and management experience through her work with MAMUS CREATIVE. No stranger to the cannabis industry, Didio has also worked with Asha, TSO Sonoma, Major, and Seven Vices.
The group will be applying the techniques gained from working with some of the most recognized and successful premium brands in the consumer world. They have worked with Mercedes-Benz, BMW Motorrad, Burberry, Fortune, Adidas, FILA, Dior, Whole Foods Market, Starwood Resorts and Hotels Worldwide, ICON 4×4, Flont, and Richemont.
Luxury branding and marketing aren’t just expensive looking pictures with skinny models. It’s about creating a feeling that emotionally touches the consumer. If successful, the consumer in turn feels like they deserve such a luxury whether their income supports the purchase or not.
Beyond the image work, Ethereal is a thoroughly modern outfit that combines emerging technologies and strategic intelligence with all the usual tools of branding like visuals, brand strategy, and public relations. Beyond the image, cannabis companies are also subjected to onerous restrictions when it comes to presenting themselves to the public. Ethereal brings to its client’s compliance and regulatory insight through their work with global pharmaceutical brands such as Pfizer, Novartis, Innocoll, and Astra Zeneca.
The company’s style is already setting luxury cannabis brands apart from its peers. Some of the agency’s cannabis industry clients include House of Saka, Van Doran, Major Flower, TSO Sonoma, D’Fleur, Seven Vices, Asha and Klaus.
“Ethereal represents the opportunity to augment one-stop solutions to the often vexing cannabis language in a crisp and forthright manner. While launching Klaus Apothecaire, John Mamus is the ringmaster, conceptualizing and solving the most challenging of conundrums in real time. I couldn’t have done it without him and his team,” explained Warren Bobrow, co-founder of Klaus Apothecaire and known globally as the Cocktail Whisperer.

Video StaffVideo StaffMay 20, 2020
State-of-Cannabis-Event-Header.png?fit=1200%2C627&ssl=1

3min10530

AxisWire, the first newswire distribution service and digital PR tech-suite dedicated solely to the cannabis industry, and Green Market Report (GMR), the cannabis industry’s source for credible in-depth financial reporting, have announced The State of Cannabis Media 2020 virtual conference.

The following people participated:

Jeremy Berke (Business Insider) Will discuss how brands can pitch directly to media if they can’t afford PR on a temporary basis
Terry Stanley (AdWeek) Will discuss the state of advertising and how ad budgets have been cut
Heather Cabot (Forbes & author of The New Chardonnay) Story focus and what readers are looking for during the pandemic
Warren Bobrow (Forbes) Story focus during the pandemic
Javier Hasse (Benzinga & El Planteo) Story focus during the pandemic and pitching writers directly
John Schroyer (MJ Biz Daily) Talking about pitching cannabis media
Rosie Mattio (Mattio Communications) Crisis communications and staying active in the media as other companies go quiet
Gia Moron (GVM Communications) Retaining clients in a challenging atmosphere
Lewis Goldberg (KCSA) The state of public relations among cannabis companies

“Events were the main source of exposure for cannabis brands as advertising remains largely off-limits to our industry,” explained AxisWire & Green Market Report co-founder Cynthia Salarizadeh. “When this pandemic took over, it left our industry and most cannabis brands who do not have the support of a public relations firm without many options. We felt the best way for us to provide some guidance was to create a free virtual event where brands can hear directly from journalists and PR professionals about how to navigate during these times.”

“Online screen time has increased as many of us are in various states of lockdown, which has increased the demand for content. Unfortunately, media companies have been forced to scale back as a result of the pandemic creating huge disruption in the supply and demand for news,” said Green Market Report CEO and Co-founder Debra Borchardt. “We believed that an event like this was needed as we all pivot and adapt to a new normal in the cannabis industry. We are stronger together.”


Get the latest news delivered straight to your inbox!

Join to receive our weekly digest of today's most critical financial news on the cannabis industry

We respect your privacy. Your information is never shared.


About Us

The Green Market Report focuses on the financial news of the rapidly growing cannabis industry. Our target approach filters out the daily noise and does a deep dive into the financial, business and economic side of the cannabis industry. Our team is cultivating the industry’s critical news into one source and providing open source insights and data analysis


READ MORE



Recent Tweets

@GreenMarketRpt – 9 hours

So much happened this week in the industry. Did you miss something? Watch from…

@GreenMarketRpt – 10 hours

Welcome to the weekend! Catch up on all the of the week with #GreenMarketReport…

Back to Top