High Times, a monthly magazine focused on the marijuana industry, is hoping to shift the image of the cannabis industry and improve the national conversation while also attracting a broader set of advertisers.
The publication worked with the agency Sparks & Honey to develop a nearly 100-page report around the topic of how people talk about cannabis. In addition to a 1,000-person survey of adults in states where the drug is already legal, High Times and Sparks & Honey spent six months using social listening tools to collect information from online conversations about cannabis.
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