Time has said that the faux cover for the magazine featuring Modern Warfare 3 is "is a great way to connect with millions of people" who normally may not read the magazine.
Speaking with the New York Times, the magazine's publisher, Kim Kelleher, said that after careful consideration, Activision was given permission to use the magazine's cover style; however, it's clearly a marketing move designed to nab the attention of Modern Warfare 3's demographic, especially with print's popularity slowly eroding in Internet age.
“This is where the boys are,” said Kelleher, Time’s publisher. “This is a great way to connect with millions of people we might not have otherwise connected with.
“I like the concept of Time being a related brand of something that’s happening in 2030. That makes me happy.”
“I see this as a similar idea in a different medium — a medium that is one of the biggest entertainment franchises of all time,” said Time’s managing editor, Richard Stengel.
Activision created the cover, with art direction help from Time, and it will be available as a pre-order bonus at GameStop.