On Tuesday, the Denver Westword, a respected alt-weekly, posted an unusual job opening on its Web site. "Calling all potential pot reviewers: Westword wants you!"

The ad went on to ask, "Do you have a medical condition that necessitates marijuana? Do you have a way with words?" It turns out the paper wants to hire someone to review the dozens of medical marijuana dispensaries that have recently popped up in Colorado -- at least 70 since January -- for a weekly on-line column, "Mile Highs and Lows."

The...