The Ballad of High Times Magazine

Origins

High Times Magazine emerged in the 1970s as a bold voice advocating for marijuana legalization. Chuck Bryant and Josh Clark explain that its inception was inspired by a desire to use free speech to educate the public on growing marijuana, challenging the Controlled Substances Act of 1970 1. The magazine's cheeky yet serious approach aimed to shift public perception of marijuana from an illicit drug to a plant with potential benefits 2. Clark highlights the magazine's roots in the underground press movement, emphasizing its commitment to counterculture and First Amendment rights 3.

High Times was meant to be a way to use free speech to teach people how to grow pot.

--- Josh Clark

The magazine's early issues, filled with articles on activism and marijuana culture, set the stage for its role in the legalization movement.

   

Editorial Shift

During the 1980s, High Times Magazine shifted its editorial focus to include harder drugs like cocaine and LSD, which led to a backlash from its core audience. Chuck Bryant notes that this shift was seen as a departure from the magazine's original mission centered on marijuana 4. The inclusion of these substances in their market quotations was controversial, prompting a return to marijuana-focused content in the 1990s 5. Josh Clark describes how the DEA's Operation Green Merchant targeted the magazine's advertisers, impacting its financial stability 4.

They started writing a lot about cocaine, like, in a big, big way.

--- Chuck Bryant

This period marked a tumultuous time for High Times, as it navigated both internal and external challenges.

   

Rise & Fall

The 1990s saw a resurgence for High Times Magazine, fueled by the cultural shift brought about by hip-hop and the mainstreaming of marijuana. Josh Clark explains that the magazine capitalized on this trend by featuring hip-hop artists and expanding its readership 6. However, the "Green Gold Rush" of the 2000s led to financial mismanagement and market saturation, causing the magazine to struggle 7. Chuck Bryant highlights the role of private equity in the magazine's decline, as poor business decisions and failed ventures led to significant debt 8.

Investors started throwing money at every cannabis startup you could think of.

--- Chuck Bryant

Despite its earlier success, High Times faced a challenging financial landscape that threatened its survival.

   

Recent Struggles

In recent years, High Times Magazine has faced significant financial and structural challenges. Josh Clark notes that the magazine ceased print publication in 2024, a testament to its once-strong brand 9. Efforts to rebrand as a cultural magazine failed, alienating its core audience and leading to a return to its marijuana roots 10. Chuck Bryant laments the magazine's decline, suggesting that a high-profile purchase could revive its legacy 9.

The once mighty hightimes.com is gone, reduced to an error message.

--- Josh Clark

The magazine's struggles highlight the difficulties of adapting to a changing media landscape while staying true to its origins.