General Cannabis Inc. (CANA) has sought to establish itself as a pioneer in the emerging sector of medicinal cannabis and the company’s decision to purchase the Marijuana.com domain name is its latest move in redefining the multi-billion dollar industry. Marijuana.com, prior to the purchase by WeedMaps Media Inc., a wholly owned subsidiary of General Cannabis, was primarily a bulletin board for marijuana news. Like its efforts in the broader medical marijuana sector though, General Cannabis will move the site into the future.
WeedMaps Media intends to create entirely new website content for Marijuana.com and leverage the site's 300,000 members onto its own pre-existing WeedMaps.com membership database. The goal, in the interest of advancement, would be to allow for one sign-on across the General Cannabis network.
Beyond its efforts to streamline and grow its user base, WeedMaps Media will expand Marijuana.com's existing functionality to become the leading destination portal in the cannabis industry. The addition of user generated reviews, videos and other community-focused content is expected to strengthen the message of WeedMaps and broaden its target audience.This in turn will be able to offer advertisers a unique audience specifically tailored to the demographic they are looking to reach.
"To best leverage the critical mass that WeedMaps has achieved with over 10 million combined web and mobile page views per month, we look to continually expand our reach within the medical cannabis community," said Justin Hartfield, Chief Web Officer of WeedMaps. "By integrating Marijuana.com with WeedMaps.com, we can monetize both properties more efficiently by reaching a wider audience of industry constituents and increasing business to our clients through greater exposure.”
Greater exposure may be a natural upshot of owning a well trafficked domain name like Marijuana.com, which attracts visitors, even if they don’t know what they are looking for. The increased visibility, alongside the standing offerings of WeedMaps Media, whose ongoing revenue growth indicates an understanding of their demographic, could attract advertisers and continue to help General Cannabis raise its profile.
The presence of a targeted demographic in high numbers is appealing for advertisers on both a national and international level. Advertising for medical marijuana companies has generally been limited to local print publications, but those companies with a broader scope will now have a new avenue that conforms to their goals of visibility more effectively.
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