Cannabis entrepreneurs and brands from coast to coast have joined together to create the Cannabis Media Council, an organization that will tap the power of mainstream media to drive education and acceptance of the plant. According to a press release, the Council intends to educate and encourage the mainstream media about the importance of making inventory available for cannabis-focused advertising.
The organization is going to launch its first national multi-channel ad campaign this fall, amplifying the many ways that using cannabis has a positive impact on our lives in an effort to normalize consumption.
Amy Deneson, co-founder of the Cannabis Media Council said that we are daring to change the narrative and strive to be the collective voice in cannabis that, similar to the USDA's Got Milk campaign, broadens consumer awareness and consideration for this amazing plant and her products. Checkoff programs with national, mainstream campaigns are standard in other industries but are not yet sanctioned for the cannabis sector. In advance of national legalization, we are building a council to serve the growing industry s need to connect with consumers. Jake Wall, chief innovation officer for Maison Bloom, called the Cannabis Media Council a consumer-facing think tank for thought leaders and doers of the new generation of legal cannabis entrepreneurs.
As a collective voice, the Council works hard to combine our individual voices into a true chorus dedicated to impacting how we see, feel, and experience cannabis through well-told stories delivered in the most powerful creative ways. The Council will be connecting with publishers to learn about the opportunity to evolve their media and associated ads inventory.
One of the first publishing partners of the Council is the San Francisco Chronicle, part of Hearst Newspapers. The marketing agency, 46 Mile, is part of the San Francisco Chronicle and is part of Hearst Newspaper's extensive audience networks and innovative storytelling.
The Hearst Bay Area has leaned into its evolution as the cannabis industry has evolved. Rose Fulton, principal of 46 Mile said that the coverage area is important, but we also want to change the dialogue across the country, which is one of the reasons we now publish Greenstate. A dedicated channel to the topic of cannabis, Greenstate aims to provide accurate information about the plant, dispel myths, and help readers understand its health benefits and lifestyle options. Over half of American adults can legally but cannabis products, according to Joyce Cenali, co-founder of the Council. When access is provided, the industry is often overpaying compared to traditional industries or has to define advertising based on antiquated attitudes. The Cannabis Media Council wants to increase media access for small to large businesses and educate media partners on how to make compliant and balanced inventory. See the full list of founders and the Cannabis Media Council, and the even longer list of over 70 and counting cannabis brands HERE.