‘It’s Like An Onion, This Industry’: Inside The Growth Of A Cannabis Media Business

When Cassandra Farrington quit her job in 2010 as a vice president at Citigroup (NYSE: C), she had no intention of launching a sprawling media operation focused solely on cannabis.

After all, at the time the product was legal for recreational use in exactly zero U.S. states.

The plan was for her and her business partner Anne Holland to start a series of business-to-business subscription news services that would offer content, events and research for various niche industries.

But a funny thing happened on the way to the dispensary.

Their first two verticals—a resource for subscription-based companies and a resource on digital marketing—did well enough that the pair launched a third, CannaBusiness Media, in 2011. It was that venture, which was later renamed Marijuana Business Daily, that took off like a rocket.

“Every time we were ready to expand [the first two businesses], something would explode on the cannabis front and we’d have to

... read more at: https://www.benzinga.com/markets/emerging-markets/18/08/12140798/its-like-an-onion-this-industry-inside-the-growth-of-a-canna

by