Raising Cannabis Capital 0131: Emerald Media Group

One morning in January, Christina de Giovanni was awakened by Humboldt County Drug Enforcement officers.  The horrific events that followed prompted this college student to create Emerald Magazine to give a voice to the cannabis industry.   Christina speaks to Dan Humiston about the magazine’s growth and it's commitment to providing cannabis information to the 'non-stoner' cannabis community.  She also talks about their current expansion and capital raise.  

MJBulls Media | Cannabis Podcast Network

RCC0131 F.mp3 transcript powered by Sonix—the best audio to text transcription service

RCC0131 F.mp3 was automatically transcribed by Sonix with the latest audio-to-text algorithms. This transcript may contain errors. Sonix is the best way to convert your audio to text in 2019.

Dan Humiston:
Today's show is brought to you by a former guest, the Hemp Marketplace, which is the first to market most active Hemp community on Raising Cannabis Capital Episode 124. Joleem Lowe and Zev Pace talking about their work to expand the Hemp marketplace beyond connecting buyers and sellers. But all parties, from farmers processors to end users, enabling the parties to connect, trade and transact the Hemp community with an integrated Hemp platform will provide higher visibility and transparency to make the marketplace more efficient and secure. To learn more about Hemp marketplace and how to invest in their expansion. Go to Hemp dot raw market that place or listen to Raising Cannabis Capital episode 124.

Christina de Giovanni:
While I was sitting in jail waiting, I felt like my civil rights were violated over and over again. I was earning my degree in journalism at the time and I think the pen is mightier than the sword. I am going start a magazine. I just had to create something. That is the boy. Do people that feel helpless in this situation? People in the industry are good people.

Dan Humiston:
From MJBulls Media, it's the Raising Cannabis Capital show.

Dan Humiston:
I'm Dan Humiston. And on today's show how being unfairly incarcerated prompted this college journalism student to create a voice for the industry.

Dan Humiston:
Today, Raising Cannabis Capital, we are joined by Cristina de Giovanni from the Emerald Media Group. Cristina, welcome to the show.

Christina de Giovanni:
I thank you so much for having me.

Dan Humiston:
Well, this is an exciting story. And you know, I see most of the time because we move so fast. We normally don't spend much time on the person's background or how they got there. We just leave that up to investors. It's easy to find that information. But in your case, I think there are two super important aspects of the admiral media story that we need to touch on. OK, so let's start from where the story begins. You're in college at Humboldt State University. Explain to our listeners who may not know what Humboldt County is to Cannabis.

Christina de Giovanni:
Absolutely. Humboldt County is the O.G. Cannabis. It is one of three counties in Northern California, an area called the Emerald Triangle. And these are located roughly five hours north of San Francisco. Only about a couple hours south of Oregon. They can kind of imagine that this whole tri county area is at the top of the state back in the 70s. You had a lot of people move from San Francisco north to live back to the land movement. Basically, you know, they wanted to go and be in a rural area and cultivate their own food and to live sustainably. And so that's really where the movement came in. Along with that certainly came Cannabis cultivation. There wasn't a lot of law enforcement out there back then. In fact, there weren't even a lot of roads. I would say it's not necessarily the weather that drew people there. It was more so the liberal lies. OK. When I first moved to Humboldt County, if you had your medical marijuana license, you can grow. Ninety nine plants. And so nowhere else in the state of California could you legally do that.

Dan Humiston:
You're in college and you're going to school and it's January and you're just in the middle of the beginning of your second semester, senior year. And something happens that ultimately leads you to launching Admiral Media Company.

Dan Humiston:
Can you give us just a condensed version? Because, I mean, is it a horrifying story? Can you give us the condensed version of of what happened?

Christina de Giovanni:
Absolutely. In a nutshell, the person that I was seeing at the time was a cultivator. And the Humboldt County Drug Task Force came early one morning. I was in my last semester of college. I get a cop knock at my door very early in the morning and I open the door and there's the entire Humboldt County Drug Task Force standing on my front line, guns drawn, bullet proof vest on. And they say, Are you cultivating Cannabis? We are coming in. And so they came in. They raided our house. I was apprehended on a few charges. I went to jail for a couple hours. I was fortunate enough to have my father bail me out while I was sitting in jail waiting. I felt like my civil rights were violated over and over again. I was earning my degree in journalism at the time and I said, you know, the pen is mightier than the sword. I am going to start a magazine. I just had to create something that gives a voice to people that feel helpless in this situation. People in the industry are good people. They're not criminals. We actually do get back to our community. You know, we care about the environment and being sustainable. And so really important for me to paint a positive picture of the industry.

Dan Humiston:
I noticed with your magazine, when you say it's a Cannabis magazine, immediately people go right to the stoner. But your magazine is different. I think it's probably draws a lot from your roots is starting off as a lifestyle brand, but it even seems more like, I don't know, more like it's targeted for people that aren't in the industry or in it seems like it's a little bit leans more towards a woman reader than many readers at sort of the demographic.

Christina de Giovanni:
Yeah, absolutely. We are primarily a female oriented Cannabis Media Group. We can attribute a lot of our success to the fact that we don't expect our readers to automatically know what hash is or what a dab is. Different verticals in the industry. Twelve percent of our readers are senior citizens. And I attribute that to the fact that they're coming to us for education. They're coming to learn more about what Cannabis has and what he can offer them. And a lot of our content is easy to digest and easy to navigate. You don't have to feel intimidated when you open up a magazine or when you go to our Web site because we are there to hold your hand.

Dan Humiston:
I was going to say there's a lot more people in that bucket.

Dan Humiston:
Then in the I know everything about Cannabis bucket. I mean, most people are in that bucket. I think that's you're doing a real a really important service by doing that. I want to take a quick break to thank you for listening to today's show and to invite you to check out all of our other Cannabis podcasts as the industry's number one Cannabis podcast network. We are constantly adding new shows to go to MJBulls.com, to see our new shows and to become part of the Cannabis podcast network.

Dan Humiston:
As far as distribution goes, I'm assuming you have subscriptions. Is there any place else that people can get your magazine.

Christina de Giovanni:
With my distribution over the last few years? Because I want people from all walks of life to learn about Cannabis and to embrace it and not be as as stoners or criminals or potheads, because that's not what the industry is now. The industry is full of men and women of all ages and all backgrounds. There is no standard Cannabis either anymore. It's everyone from senior citizen to millennials.

Dan Humiston:
And you take that message out to advertisers, which is going to be my next question. It's pretty much everybody can benefit from advertising with a publication like you. But what are some of the advertisers or what type of advertisers are most likely to advertise with you right now?

Christina de Giovanni:
Historically speaking, we've had a lot of companies, advertisers that are directly involved in cultivation. We have eight companies, advertisers that the oil companies advertise with us. Nutrient companies grow, shops advertise. But because we are the official magazine of the Emerald Triangle. So that is the Cannabis cultivation of the world. I heard somewhere in an underground study that 70 percent of the United States Cannabis comes from these three counties. And so the majority of our advertisers are industry related. Typically has to do with cultivation, as has been CBD start to get online and regulations start to come into play. You know, I mean, we we see ourselves working with a lot of brands. We love working with everyone. But we feel like those companies benefit our readers the most because they're able to see what their choices are on the market.

Dan Humiston:
You're just scratching the surface because when mainstream media starts to realize or mainstream companies start to realize how vast our demographic is and they don't have any place they advertise, they're gonna have to go through groups like yours and especially groups like yours that touch such a broad group. I mean, I think the sky's the limit with something like this. What's next?

Christina de Giovanni:
Well, so right now I have relocated the company out to Brooklyn. So that's where you set up shop that a little studio out in Williamsburg. And we're going through our first round of fundraising right now. Well, can we close a little bit? We were able to hire staff, which is very exciting. And right now we are generating content for additional verticals. We're starting our video series with that daily content going up on the Web site. We do a newsletter that comes out three times a week.

Dan Humiston:
So exciting, super exciting. So as far as a capital raise go, you know, a lot of our listeners are curious in what type of opportunities are there for investors or for people interested in participating your growth.

Christina de Giovanni:
We've been going through fundraising for the last seven months and we'll probably close at the end of this year with our first ground. And so we've been working with investors that are in the PAC and security side of the industry. And we're also working with investors that are specialists in product development.

Christina de Giovanni:
You know, I mean, one doesn't have a vested interest in acquiring equity from a media company and they see the long term goal. Maybe they've got a brand and they're like, well, you know, I'm going to need to advertise my brand. Maybe I should buy equity and a media company that's asking a lot.

Dan Humiston:
We'll have all of Kristina and emerald media information on the MJBulls Web site. So if anybody needs more information, he can get it from us or just go right to right to your website, Christine. I mean, we wish we had more time because there's so much good stuff to talk about. I really enjoyed having you on the show.

Christina de Giovanni:
Well, thank you so much. I enjoyed being here and I enjoyed speaking with you. So thank you so much. Yeah.

Dan Humiston:
Hopefully we can have the on again. This is good. Thanks for listening to Raising Cannabis Capital to learn more about today's guests or to become a guest. Visit our Web site at MJBulls.com.

Dan Humiston:
Today's show is produced by MJBulls Media with original music produced in part by Jamie Humiston. I'm Dan Humiston and you've been listening to the Raising Cannabis Capital podcast.

Quickly and accurately convert audio to text with Sonix.

Sonix uses cutting-edge artificial intelligence to convert your mp3 files to text.

Thousands of researchers and podcasters use Sonix to automatically transcribe their audio files (*.mp3). Easily convert your mp3 file to text or docx to make your media content more accessible to listeners.

Sonix is the best online audio transcription software in 2019—it's fast, easy, and affordable.

If you are looking for a great way to convert your mp3 to text, try Sonix today.

Cannabis Podcast Network

rc5, most recentDan HumistonRC