The legacy news brand Time has nearly completed that most modern of digital media pivots: After years of gradual transformation, it has now become an events company.
This year, revenue from its events business—including the attendant digital footprint of those events—is on pace to represent more than 50% of its total revenue. That’s up from 28% in 2023, according to chief strategy officer Dan Macsai. Within the advertising business specifically, events make up nearly 80% of its revenue.
The shift has been rapid: Time hosted 11 events in 2022 and will host more than 40 this year. Advertising revenue overall grew 23% year over year in 2025, which followed on double-digit gains in each of the two prior years.
“If you’d asked me 13 years ago what powered Time’s business, I would have said print or digital,” Macsai said. “Now it is unquestionably events. They’ve become the front door to Time—more new partners start their relationship with us in our event rooms than anywhere else.”
That front-door dynamic is showing up in the data. Ninety-one percent of Time’s 2025 event partners also invested across other Time platforms, including digital, social, and branded content, according to the company. For Time, events are a customer acquisition engine in addition to a revenue stream.
The growth of the sector is rooted, in part, to approaching events sponsorships from a collaborative mindset rather than a fixed offering, Macsai added. Rather than selling logo placements or stage time, Time now works with partners to build integrated presences across its franchises. (Time also does not ticket most of its events.)
