High Times seeks to bring marijuana into the marketing mainstream

Diana Marszalek

Undergoing explosive growth, the legal marijuana industry needs marketers to elevate it to the next level as a legitimate business.

"People's perceptions of 'reefer madness' have to be removed," Larry Linietsky, the Chief Operating Officer at High Times, a media company specializing in all matters marijuana, told delegates at the Association of National Advertisers' (ANA) 2016 Digital & Social Media Conference in Colorado Springs.

"Cannabis is not just being consumed by people rolling joints … Cannabis is a heavily tech[-based] business. And they are big business. And they need help with marketing. And they need ad agencies. And they need you."

High Times' own history has largely reflected that of the industry it covers. While its print title has been published for more than 40 years, the company has evolved from producing a cult, underground magazine mainly perused in smoke-filled dormrooms to become a multiplatform champion for an increasingly large, and legal, area of commercial activity.