Did you have that friend in your teenage/early adult years that discovered pot, and then became, shall we say, a bit obsessed with it? Maybe they suddenly only listened to Bob Marley, bought some black light posters, and quoted “Half Baked” all the time.
Well, it seems like the modern-day version of that just might be The New York Times
The company doubled down on its recent pro-weed editorial
by publishing a full-page ad in its Sunday edition for Leafly. It’s the first time any cannabis company has advertised in the paper. Leafly is an app that is kind of like a Yelp for marijuana dispensaries.
On its website, Leafly admits that a pot ad in the Times
would have been “unimaginable just two or three years ago.” The ad itself bears the tagline “Just say know”—a clever nod to the epically ineffective “Just say no” anti-drug ads of the Reagan era.
This advertisement has been in the works for over 18 months in anticipation of the Compassionate Care Act, and as Governor Cuomo signed the bill, our decision to place the ad coincided with The New York Times' editorial board's call to "‘Repeal Prohibition, Again."
While it’s an ad for Leafly, we can’t help but point out that it’s also publicity for the New York Times, which is struggling, as all traditional media companies are, to remain a relevant voice in the public discourse. And if they’re going to hang a few metaphorical black light posters, they might as well get some publicity and make some money while they do it.
Do you think the Times
running the ad is a good PR move for the paper?