Volume 8, Issue 1 of Cannabis & Tech Today was produced alongside the magazine’s return to the International Cannabis Business Conference in Berlin, a setting that reflects the direction of both the publication and the industry it covers. This issue centers on international legislation, sustainability, and the systems now shaping cannabis at scale, with reporting that moves between U.S. policy shifts and Europe’s more structured, medical-first approach.
The decision to print locally in Germany came out of that context. Getting the issue into readers’ hands at ICBC meant working within a different production environment, coordinating with a European print partner, and adjusting to new standards across paper, sizing, and workflow. For Chief Creative Officer Shane Brisson, it was a practical extension of the editorial shift already underway. As the magazine expands its coverage beyond the United States, the production process begins to follow.
Inside the issue, that broader scope is clear. The cover story with Claudia Della Mora examines the infrastructure behind Europe’s cannabis market. Cultivator Spotlight debuts with a detailed look at Electric Haze. Additional reporting tracks rescheduling in the U.S., sustainability pressures across cultivation and manufacturing, and the technologies refining how cannabis is grown, processed, and sold. Printing in Germany was one part of that larger effort to meet the industry where it is.
In this conversation, Brisson breaks down what it took to produce the issue overseas, the challenges that came with it, and what it suggests about where Cannabis & Tech Today goes next.
C&T Today: What was the process like printing for the first time in Germany?
Shane Brisson: Having printed magazines and books in the US for the better part of 30 years, it was exciting to be able to have an issue printed in the EU. I definitely learned a few things in regard to conversation of US paper weights, sizing, and dialing in the Druckhaus Sportflieger (our printer) processes.
C&T Today: What are some of the major differences printing in the US vs Germany?
Shane Brisson: Some of the barriers we faced were easily overcome, others were a little more awkward. Language was the biggest obstacle, but with the help of Google translate, I was able to send messages to the print team in English and German to try and really cover our bases. Of course, my hope was that the translation was correct. As far as measurements/sizing, since America railed against conversion to the metric system it was a simple matter of sending our normal imperial page dimensions to the Druckhaus team to dictate the best dimensions for their systems and presses.
There were other small differences regarding the manufacturing processes, but those were easily cleared up. These included industry terminology, specific color and rip settings for final files, and the system used for approval at their shop. Since this was a limited run for the ICBC show in Berlin, the costs were a little higher on a per-book basis, but the overall product (from reports from the field) is that this is one of the best issues we have printed. Keep in mind, any short-run, perfect-bound magazine is going to cost more—no matter where you have it printed (US/EU).
C&T Today: What opportunities are presented by breaking into the European market?
Shane Brisson: I think it gives Cannabis & Tech Today the opportunity to highlight our product to an audience that may not regularly get to see our work—unless they have been to a conference in the US or picked up a copy on US newsstands. Personally, I am happy we get to highlight our writing talent to new readers and potentially new audiences.
C&T Today: Are there plans to continue international expansion of the magazine? If so, where?
Shane Brisson: If we plan to expand further, we would begin in the German market, as we have some partners based within that market who could assist with driving distribution points and signing up new partners.
C&T Today: From a design standpoint, what themes did you weave into the issue?
Shane Brisson: No specific themes were weaved into this issue, but rather I took the view of seeing where the article led to make the pages flow with the stories. We have our traditional section-based layouts, but each section tries to be just a bit different from the other. Again, I tend to let the story lead and see what visuals we have or need to create to work within the context.
C&T Today: Are there any articles you’re particularly excited about?
Shane Brisson: The Claudia Della Mora cover story is particularly interesting, as we had the opportunity to feature a mover & shaker in the EU cannabis circles as our cover feature. She does amazing work, and we were happy to profile her and the work she is doing. The other article I am particularly fond of, not necessarily the design, but the content. That article is on The North Bloom magazine out of Minnesota — I feel it is important as an independent publisher to highlight other independent publications. Support for each other is the way small publishers continue to survive, and I am happy we could show our support.