Holy Smokes! Website The420Times.com Edges Past High Times

In less than two years, The420Times.com editor Dave Brian and his Burbank-directed crew have pulled off the unthinkable. They’ve rolled a bigger Alexa.com joint than venerable marijuana mag High Times.

FishbowlLA checked in with Brian to find out how the free monthly print publication overtook its paid subscription competitor in U.S., global, and Alexa reputation rankings. He says they have been reactive to the way people search online for marijuana news, noted the fact that over 20% of monthly visitors access the site from a mobile device, and relied on the old (but still effective) standby of e-mail newsletters.

“Our May 2011 item How To: Get a Job in Medical Marijuana sparked interest and comments from the young , old, and unemployed,” Brian says. “The other half of our stories is law enforcement, and the topic of our June print magazine.”

“Law enforcement actions towards dispensaries have been tougher in the last year to report,” he continues. “The DEA has stopped issuing press releases about raids and have kept more cases under wraps. But we monitor social media and Twitter to find out about raids in the area, and the LA County Sheriff’s Department has been very open and cooperative with us about info and data.”

The 420 Times will celebrate its second anniversary in August; that’s 35 years younger than High Times.