Marc Benioff in Talks to Sell Time Magazine to Antenna Group. Salesforce CEO Marc Benioff, who acquired Time magazine in 2018, is reportedly in discussions to sell the iconic media brand to Antenna Group, a digital media company known for its innovative storytelling approach. The potential sale is part of Benioff’s strategy to streamline his portfolio and focus on Salesforce’s core business. Since acquiring Time, Benioff and his wife Lynne have steered the publication through a digital transformation, modernizing its content delivery to remain relevant in a competitive media landscape.
Antenna Group, known for investments in digital media and entertainment, is eyeing Time to expand its reach and diversify its content offerings. The acquisition would allow Antenna to leverage Time’s established brand and extensive audience, particularly as the company seeks to build on its presence in the news and lifestyle sectors. Time has maintained its stature with strong editorial work, including coverage on global issues, politics, and social justice topics, drawing a loyal readership worldwide.
Sales discussions between Marc Benioff and Antenna Group reflect a growing trend in media consolidation as digital-first companies look to acquire established brands with built-in audiences. For Time, which has continually adapted to digital challenges, a sale could introduce new multimedia ventures, interactive content, and expanded global outreach to younger, tech-savvy readers.
While neither party has disclosed specifics about the deal, the acquisition could reshape Time’s editorial direction under Antenna’s vision. Industry experts speculate that Antenna may focus on further digitalizing Time’s offerings, possibly integrating multimedia storytelling and interactive content to engage a younger audience. The move aligns with broader trends in the media industry, where traditional publications are increasingly merging with digital-first companies to stay competitive.
If finalized, the sale would mark another significant shift for Time, once part of Time Inc., which was acquired by Meredith Corporation before Benioff’s purchase. The deal reflects the ongoing consolidation in media as legacy brands seek digital growth pathways.
