mg Magazine is a B2B cannabis publication from Incunabulum LLC, written for the people who run dispensaries, brands and grows. It pairs a digital and print magazine with daily web reporting, the Weekly Brief newsletter and a cultivation newsletter called Cultivate.
On September 21, 2026, it ran Casey Duff's look at retail pricing, built on Headset data from 12 U.S. markets that put the average markdown at 26%.
Named for the milligram
Darren Roberts founded mg in 2015, and the title carries ISSN 2379-1659. The name points to milligrams, the unit used to measure THC and CBD in cannabis products. Tom Hymes served as founding editor and Angela Derasmo as creative director.
Kathee Brewer joined in 2015 and runs editorial as editorial director. Her author page credits her with four decades in journalism and sixteen traditionally published books.
From retail floors to grow rooms
The site files stories under Retailing, Business, Products and Community, with desks for legal and politics, marketing and promotion, retailing and merchandising, and science and technology. Growing and cultivation runs as its own lane, backed by the Cultivate newsletter.
The print book built its identity on recurring departments such as Harvest, Corner Office and Top Shelf. In October 2018 it released its first supplemental issue, a special edition on soil and nutrients.
Design Showcase and the store as product
Design Showcase is the magazine's running study of dispensary architecture and retail space. Each entry walks through a single store and the choices behind it.
One entry featured The Apothecary Shoppe in Lafayette, Louisiana, under the argument that great retail design does not require a custom build. The section treats the sales floor the way the rest of the magazine treats a brand: as something operators can plan, measure and improve.
Pricing, margins and the shopper
Casey Duff writes much of the retail analysis. Beyond the markdown story, his 2026 columns include "Cannabis Is Learning to Speak Consumer" and "When More Choice Becomes Too Much Choice," both aimed at buyers and store managers.
The markdown piece makes a blunt case. Retailers have trained shoppers to wait for a deal, so full price starts to look inflated. Duff argues for targeted promotions over perpetual discounts to protect margin and pricing credibility.
A 2026 policy and finance desk
Sue Dehnam covers policy and brand strategy. Her September 9, 2026 story mapped the competing hemp bills in Congress, from repeal and delay to FDA oversight and a separate beverage framework, all racing a December 11 deadline.
On April 7, 2026, Dehnam reported that WM Technology would leave Nasdaq, moving the company behind Weedmaps to the over-the-counter market. The magazine also covered Weedmaps' Kickback party in Los Angeles in September 2025. Her September 2026 work also traced how seasonal product drops give cannabis brands a familiar consumer-goods playbook.
Press releases and the Weekly Brief
A dedicated press-release desk runs company announcements alongside the reporting. Its files include Glass House Brands' notice that the company behind Glass House Farms would uplist to the NYSE, and the September 18, 2026 notice for the fourth annual Latinas in Cannabis Summit in Los Angeles on September 26.
The Weekly Brief rounds it all up by email. The September 17, 2026 edition covered retail orchestration and seasonal product drops, with Greentank as display sponsor.
Issues, archive and store
Digital editions run on Issuu, and each one lists its sponsors. The December 2025 digital issue came from Premier Tech and Xylem Technologies.
Back issues and subscriptions sit in a separate online store, and the full site archive stays open for readers who want the history of a company or a policy fight in one place.
Official channels
mg Magazine publishes at mgmagazine.com, with back issues at store.mgmagazine.com. It posts on Instagram as @mgretailer, on YouTube as @mg_magazine and on LinkedIn.