Time is one of the most storied magazines the world has ever seen, and while its relevance may have dipped somewhat during the internet era, it's still seen as a respectable publication. So its first ever video game tie-in is a bit of a disappointment.
As a marketing stunt for the upcoming Modern Warfare 3, Time allowed publishers Activision to not just use the magazine's trademark cover design in the game, but to market the cover as a promotional poster which will go out to people pre-ordering the game.
If you think the stunt has anything to do with money, well, you're right.
"This is where the boys are," Kim Kelleher, Time's publisher, told the New York Times. "This is a great way to connect with millions of people we might not have otherwise connected with."
And who will never read another issue of Time in their lives, but hey, magazine publishers in the 21st century have got to try something!
Time Lends Cover for Apocalyptic Image [New York Times]