Time has never been used to promote a commercial product, but that changes with Modern Warfare 3.
“This is where the boys are,” said Time publisher Kim Kelleher, explaining the magazine's rationale. “This is a great way to connect with millions of people we might not have otherwise connected with.”
As for why Time decided this was the time to give someone else license over the iconic red bordering, the publication argued it was an extension of other mediums using its "Person of the Year" cover.
What may be more telling, however, is the final quote from Kelleher.
“I like the concept of Time being a related brand of something that’s happening in 2030,” said Kelleher. "That makes me happy.”
As of a fan of newspapers and magazines, I can't argue with that, even if it sounds rather sad.