With our weed-fueled yoga, delivery apps, and marathons, San Francisco is the spot for pot. Recently the San Francisco Media Company announced that it is planning on producing a monthly magazine devoted to all things marijuana called SF Evergreen.
Chris Roberts is the editor of SF Evergreen; he's been on the weed beat since 2009 and currently writes the "Chem Tales" column for SF Weekly. Roberts says that it’s the right time and place for a publication of this sort, since San Francisco "is to cannabis what Napa and Sonoma are to wine.” He adds, "In many ways, since this is where it all began, we're Napa, Bordeaux, and Burgundy all at once.” In a city with no shortage of food and wine coverage, he believes there's a need for a publication dedicated to all things pot.
Certainly there are publications dedicated to weed aficionados out there already, but SF Evergreen would be a highly localized outlet. Other marijuana friendly cities such as Denver have already implemented similarly themed media with much success. Roberts hope that SF Evergreen will be a more upscale take on mainstream pot mags such as High Times or Skunk. He sees it as “a Vanity Fair or GQ for cannabis.” Roberts says that the magazine, which will have an online component as well, will focus on hard hitting news stories, product reviews, lifestyle essays, and other highbrow content mixed in with lighter fare in an aim to appeals to an audience beyond your typical "stoners." Roberts thinks SF Evergreen could even appeal to someone who has never touched the drug, saying, “Cannabis in California touches on business, culture, law enforcement, and the economy.”
SF Evergreen will hit newsstands on January 26.
Photo courtesy of Flickr user, Manuel.