Identifying what he thought was a great opportunity, JJ McKay jumped at the chance to put a spin on traditional entertainment and lifestyle coverage with an online magazine, but with a twist.

“The Fresh Toast is a lifestyle entertainment site with a side of cannabis,” McKay told Richard Beene during a May 2 segment on “The Richard Beene Show.”

With that, threfreshtoast.com was born and it’s delivering exactly what McKay promised, but if you’re someone who just wants to get stoned this may not be the site for you.

“We recognize that 85 percent of the market that uses doesn’t identify with the stoner culture,” explained McKay, who serves as publisher. “They might do it recreationally, they might do because someone has cancer, they might just see it as an option other than wine. We knew there was a big market for it. So, we launched it.”

The Seattle-based website aims to provide a mix of content offerings from news about celebrities, sex, food and drink and a variety of other items, but there’s one connective element — marijuana.

Like many, McKay views that marijuana is moving into the mainstream and the conversation about legalization has intensified in the face of federal law enforcement opposition to legalization.

A recent survey by Yahoo and Marist University found that 55 million adults use marijuana, and that 83 percent of Americans support its use for medicinal purposes. The survey did cast some doubt about the popularity of the recreational use of the drug with only 49 percent saying they support it.

With thefreshtoast.com, the mainstream approach to cannabis is clearly defined with many article about the benefits of use. Another element of the site is aimed at the medicinal side of marijuana use with numerous articles about the benefits and research into new uses.