by Zoe Pollock
William Breathes, who writes under a pseudonym, reviews dispensaries and their various strains of pot for the alt-weekly Denver Westword and runs its cannabis news blog, Toke Of The Town. The best part of the job? Normalizing the drug:
[Readers] can go to westword.com to get news about the state legislature, or about education, about the prison system—and about marijuana. It’s not the old-school media approach to marijuana, where it’s like, “Let’s see how many pot puns we can cram into the lede and how many jokes we can make at the expense of marijuana smokers.” We definitely make jokes at the expense of marijuana smokers, but we also take news very seriously.
We’ve seen other news outlets come around on that.
The Denver Post—and I’m not trying to pick on another news media outlet—but for the longest time, their pot coverage was shit. It just was. Every time it was just them making fun of the pot smokers. But in the last year, they’ve realized that it’s important, and it’s not just 20-something stoners tuning in to figure out what’s going on. People wanna know because it’s a viable, million-dollar industry. In the sense of the media, that’s been an important role for my job.
But I think the obvious one is that I like to think I’m helping patients find really good places to buy medicine. Whether it’s for price or quality—for some people, as long as it’s clean, that’s fine to them, they just don’t want to go somewhere scuzzy. That’s why I still focus on what the interior of these places look like. I always think about it like this: if my mom was to read this and she had a medical marijuana card, what would she get out of this? ’Cause it’s not just people like me, it’s not just 20-somethings. It’s also baby boomers [and older people, too]. Our average-age patient is 41.