As of TIME’s 2026 author page, Marc Benioff was still publicly described as the magazine’s owner. That does not establish what happened to private sale talks that GeekWire reported on November 1, 2024: the report relayed CNBC’s account that Benioff was in discussions with Greece-based Antenna Group, while TIME said no deal was in place at the time. The reported talks were not a confirmed sale.
What was reported about a possible TIME sale?
On November 1, 2024, GeekWire reported CNBC’s account that Benioff was in talks to sell TIME to Antenna Group, a Greece-based media company. The report cited people familiar with the matter. A TIME spokesperson said there was no deal in place at that time.
One CNBC source cited in the report estimated that a possible sale price might be closer to $150 million. That was an attributed estimate, not a confirmed offer, agreed price, or completed transaction.
What happened to the reported talks?
The available public evidence does not establish whether the talks continued or concluded privately. TIME’s Marc Benioff author page, crawled in 2026, still describes him as TIME owner. That is TIME’s public attribution, not a transaction announcement and not proof about the status of private negotiations.
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How does the reported estimate compare with Benioff’s purchase?
In 2018, Meredith Corporation announced a definitive agreement to sell the TIME media brand to Marc and Lynne Benioff for $190 million in cash. Meredith said the Benioffs would hold TIME as a family investment, separate from Salesforce. The roughly $150 million figure in the 2024 report was a source’s estimate of a potential later sale, so it should not be treated as a final valuation or as directly comparable transaction data.
| Figure | What it refers to | Status |
|---|---|---|
| $190 million in cash | Meredith’s announced 2018 sale agreement with Marc and Lynne Benioff | Definitive agreement announced by Meredith |
| About $150 million | A possible sale price cited by a CNBC source in GeekWire’s November 1, 2024 report | Attributed estimate, not a confirmed offer or transaction price |
Meredith’s September 16, 2018 announcement documents the original agreement and its price.
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Why did Benioff say media was “much harder” than tech?
In a GeekWire interview about owning TIME, Benioff said, “It’s much harder,” and described media as “very difficult” and “very complicated.” He contrasted it with software, which he said he had been doing for 45 years and found easier. These were his personal observations, not an independently established ranking of the two industries.
The mix of businesses behind his view
Benioff pointed to TIME’s range of activities: print publishing, digital products, events, NFTs, and TIME Studios. When asked what made media most difficult, he answered, “It’s the fluidity of the models.” In context, his point was that TIME’s products and business models shift across several forms of publishing, events, and studio work. His comment does not establish that every media company faces the same challenges or that media is objectively harder than technology.
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