“The Cannabist” launched as an outlet to cover the marijuana industry in Denver, Colorodo. It first started out as a column of The Denver Post. “In July, The Cannabist drew 732,000 unique visitors, less than 150,000 uniques behind industry leader High Times,” Poynter’s article states. As the recreational and medical marijuana industry provides a reporting niche in Colorado, the website has capitalized on original reporting and generates ad revenue from viewers to its site.

“But Baca [the editor] says The Cannabist has also distinguished itself with its coverage approach — down the middle, traditional reporting that doesn’t masquerade as advocacy,” says the article. “The Cannibist,” stands as an example of blending digital journalism skills and traditional reporting to create a unique niche news website that thrives in todays digital discourse.