In almost every consumer-facing industry, advertising is a cornerstone of growth. From fashion to finance, brands rely on mainstream platforms — Google, Meta, television, billboards — to promote their products, expand awareness and build loyalty. Cannabis, however, is not afforded this same privilege.
Despite legalization in dozens of states and widespread public support, cannabis brands remain locked out of most major advertising channels due to federal prohibition. Paid ads on Facebook, Instagram and Google are restricted. National broadcast platforms won’t touch cannabis campaigns. Even print and digital outlets often impose blanket bans.
This leaves brands, especially those trying to build consumer trust and scale responsibly, with limited options. Many resort to influencer marketing or guerilla-style tactics — efforts that are inconsistent, hard to measure and often flagged or deleted.
The solution? Cannabis trade media.
Trade publications dedicated to cannabis, hemp and psychedelics fill a critical gap. They provide platforms for education, storytelling and visibility that mainstream outlets often avoid. For brands, this isn’t just about publicity, it’s about aligning with credible voices and reaching decision-makers, investors and consumers who are deeply engaged with the culture and industry.
Unlike mainstream advertising channels, trade media is built for cannabis. Editorial teams understand the regulatory nuances, the science and the culture. More importantly, they welcome brand storytelling — whether through features, thought leadership articles or sponsorship opportunities — within compliant boundaries.
In an industry where advertising is constrained, earned media through cannabis trade outlets has become one of the most effective and strategic tools a brand can deploy.
After more than a decade working with cannabis companies, I’ve seen firsthand what resonates with trade editors — and what gets ignored. Here are a few lessons for leaders:
• Offer real insights, not just promotion. Editors want expert commentary on trends, challenges and solutions — not a sales pitch.
• Connect your story to culture. Cannabis is more than a product; it’s a movement. Outlets respond to companies that understand their place in history and community.
• Invest in thought leadership. Submitting bylined articles or op-eds builds credibility and establishes executives as trusted voices.
• Follow editorial calendars. Timing matters. Positioning your content around planned features or events increases the odds of selection.
• Mass-blast generic press releases. Editors spot templated pitches instantly, and they usually end up deleted.
• Ignore compliance. Overpromising on health claims or crossing advertising restrictions damages credibility and risks rejection.
• Treat trade outlets as second-tier. These publications are often more influential within the industry than mainstream ones — and editors expect the same level of professionalism.
These dos and don’ts aren’t abstract; they come from years of seeing brands succeed — or waste valuable opportunities — because of how they approached the media.
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While High Times leads the pack, several other publications provide invaluable opportunities for cannabis and psychedelics brands:
• High Times – The most iconic name in cannabis media, High Times has been covering the plant since 1974. With global recognition, a loyal legacy readership and a mix of cultural, political and lifestyle reporting, a feature here signals both authenticity and mainstream relevance.
• MJBiz Daily – Known as the “Wall Street Journal of Weed,” MJBiz focuses on financial and operational reporting. A presence here signals credibility with investors and executives.
• Cannabis Now – With both print and digital reach, Cannabis Now blends consumer lifestyle coverage with industry reporting, offering visibility across demographics.
• Fat Nugs Magazine – A rising independent outlet, Fat Nugs brings authentic, grassroots storytelling to the industry. It resonates strongly with emerging brands and culture-driven audiences.
• Honeysuckle Magazine – A Clio Award-winning trade publication blending investigative journalism, cultural storytelling and creative campaigns. With Times Square takeovers and global reach, Honeysuckle has become a trusted voice shaping the plant’s future.
• Marijuana Venture – Targeted at professionals, this magazine offers in-depth business and cultivation insights.
• MG Magazine – Focused on branding and design, MG highlights companies shaping cannabis retail aesthetics.
• Skunk Magazine – An original cannabis lifestyle publication championing organic cultivation and sustainability.
Where Mainstream Media Fits
While trade media is essential, mainstream outlets remain powerful for earned coverage. Publications like Rolling Stone, Vice, Forbes and The Guardian have all helped tell cannabis and psychedelics stories on a larger stage. These features not only educate broader audiences but also build legitimacy with investors, policymakers and consumers who may not regularly read cannabis trade media.
Still, such coverage is selective, and opportunities are rare. That’s why industry publications remain the most accessible media partners for cannabis brands.
Until federal legalization changes the rules of advertising, cannabis brands will continue to face steep barriers in mainstream marketing. That reality makes trade media not just useful, but vital. By aligning with these outlets, brands can amplify their stories, reach target audiences and shape industry narratives. Combined with occasional earned coverage in traditional outlets, these partnerships can provide a roadmap for visibility in a restricted environment.
For cannabis companies, media partnerships are not just about exposure — they’re about legitimacy, influence and cultural impact. And for leaders, following the dos and don’ts of media engagement can make the difference between staying small and becoming part of the global conversation.
