Joint Session: Diverse Voices in NYS Cannabis

In this episode of Joint Session, host Herb Barbot is joined by Peter Shafran, founder and publisher of The Other Magazine, and Ranch Guerra, its CEO, to explore the intersection of cannabis, media, and culture in New York. They discuss the vision behind building a publication that brings a more sophisticated, lifestyle-driven perspective to cannabis—moving beyond trade coverage and “stoner” stereotypes to position cannabis alongside wine, art, and broader counterculture. The conversation dives into the realities of launching a print media business in a fast-evolving and often turbulent cannabis market, how industry dynamics directly impact media economics, and why print still holds power in a digital-first world. They also explore audience behavior, the importance of budtenders and community, and the role media can play in shaping perception as legalization expands across the U.S. Ultimately, it’s a conversation about storytelling, culture, and why cannabis needs a more thoughtful voice as the industry matures.

Joint Session: Diverse Voices in NYS Cannabis is produced by Herb Barbot, with executive production and marketing by Simlev Media.

Please contact us at herb.jointsession@gmail.com if you have any questions or comments, including topics to cover.

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