Cannabis Publication Civilized Relaunches As Lifestyle Brand
SAINT JOHN — After a long year working with shareholders, Terri MacDonald Riedle is ready to bring cannabis publication Civilized to a wider audience through its relaunch as a lifestyle brand.
The co-founder and CEO said the company has been building on the assets of “Civilized 1.0” to further engage with its existing audience.
“We were originally a digital publishing and media and events company, and now it really is more of a focus on a lifestyle brand,” said MacDonald Riedle. “With curated sponsorships, contributor programs and influencer programs, we’re able to wrap arms around lots of interesting thought leaders in the cannabis, CBD and hemp space.”
Civilized first launched in 2015 as an online magazine that focused on content surrounding cannabis culture. Its editorial team included staff at an office in Los Angeles as well as 14 workers in Saint John. Staff in both locations were laid off shortly before its scheduled acquisition by New Frontier Data in December 2019.
MacDonald Riedle said going into 2020, capital was becoming more difficult to raise for businesses in the cannabis space. Civilized was in the process of being acquired by New Frontier, a company based in Washington, D.C.
RELATED: U.S. Company To Acquire Saint John Cannabis Lifestyle Media Business Civilized
But after it didn’t go through, it was a matter of “stepping back” and looking at the company’s assets and its values. MacDonald Riedle said once that happened, a new business strategy and company vision was shared with existing shareholders.
“When you’re a lifestyle brand seeking to further cultivate your audience and build that relationship, it’s more about a quality play,” said Tricia Vanderslice, Civilized’s new president and chief commercial officer.
MacDonald Riedle and Vanderslice met during the 2019 World Cannabis Congress, an event hosted by Civilized in Saint John, just as the company was in the beginning stages of its relaunch.
Vanderslice said the goal of “Civilized 2.0” is to immerse its audience, an equal divide of men and women over the age of 35, in cannabis, CBD and hemp culture by offering qualified information about business and regulatory environment, food, drinks, fitness and wellness. One of those ways is through a new product carousel on Civilized’s website. Now, its audience has the opportunity to “stumble upon a brand” they never would’ve considered.
It’s all to offer a new experience with “quality and authenticity in mind,” Vanderslice said.
“There’s a whole big world out there for this industry beyond the dispensary,” she said. “It’s in beauty products, it’s in industrial hemp housing, so we look forward to touching on some of those points with the right partners.”
MacDonald Riedle says the relaunch is convenient from a social change perspective, with several U.S. states adopting some forms of cannabis legalization. As that continues to happen, she said they’ve seen an evolution in American legal framework.
“We’ve seen where the North American market can really send out a butterfly effect with consumer trends and opportunities,” said MacDonald Riedle. “That’s when innovation starts getting very interesting because of the spending habits of U.S. culture.”
Even though MacDonald Riedle is still based in Saint John, Civilized is leaning towards remote operations with its three full-time staff members. And while it won’t bring live events back in the short term, MacDonald Riedle said she’s love to see the World Cannabis Congress eventually return in some form.
As a newcomer to the brand, Vanderslice looks forward to filling a void in the cannabis industry and open up the topic so audiences can “open their minds.” She compared the official launch of their “best-kept secret” on June 3 to the two greatest moments of her life.
“It’s kind of similar to my wedding day and when I gave birth because they were both roughly about the same amount of time of planning and working and it culminated in that moment of sweet relief and excitement to share it with the world,” said Vanderslice.
MacDonald Riedle couldn’t be happier with the relaunch so far and is looking forward to reactivating a brand in an industry that “continues to fascinate” her every day. She also hopes Civilized has the opportunity to be a platform that supports social justice, environment and democracy.
“We’ve got some great ambitions of how we will continue to advance the brand and its voice,” said MacDonald Riedle.
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Aaron Sousa is a summer intern for Huddle. Send him story suggestions: [email protected].