🧠 Branding – Issue #1 sponsored by THE ORIGINAL CONES

A column by Falk Altenhöfer

Why more and more cannabis brands are turning into media companies

One buys a legendary magazine. The other leaves his own festival. In the cannabis world, a new chapter is unfolding – brands are becoming publishers (or acquiring the assets to become one).

🇺🇸 In the U.S., RAW founder Josh Kesselman acquires High Times, including the iconic Cannabis Cup.
🇩🇪 In Germany, Duc Anh Dang steps down as CEO of Mary Jane Berlin to build his own digital media house.

🎯 Both moves share one goal:
Communication independence – beyond ad bans and platform restrictions.

Case Study: RAW × High Times

Synergy at work
RAW directs its massive Instagram audience into the revived High Times universe.
High Times contributes credibility, legacy, and events (like the Cannabis Cup) as a platform for RAW activations.

Brand impact
Collector print issues become merch drops.
Podcast ads replace old-school banners.

Numbers that tell the story

Insight: RAW owns attention, High Times owns heritage – now they fuse into a new media ecosystem.

About this column

With “Branding”, I’m launching a new series exploring how cannabis brands build visibility, trust, and long-term identity – beyond the next algorithm change.

Because let’s be honest:

If you’re still renting reach, you don’t own your stage.

Whether you’re a startup, dispensary, or club – branding isn’t optional. It’s survival.

Issue #1: 3 lessons from RAW & Mary Jane

1. Media first, product second.
   RAW is no longer just selling papers – it’s hosting events, drops, and launching content formats.

2. Every brand needs a home.
   When you control the content, you control the message – sustainably.

3. Media = Margin.
   Trust drives sales. And community-driven content is the most powerful marketing you can’t buy.

What do you think about this “media-first” trend?

👇 Share it with your team – or message me if you’re working on your own community or media project.

👋
Falk Altenhöfer
Cannabis-Startups.com