So long, TIME

TIME Magazine hasn’t been important for years. After all, Donald Trump managed to keep a fake TIME magazine cover featuring himself hanging on his golf course clubhouse walls for years — and nobody noticed. Who cares who is on the cover of TIME? It’s a bit like discovering that a retired actor, or politician, or writer is still alive — who knew?

What do you know? From its heyday as one of the world’s most important news outlets, to the dysfunctional merger of TIME-Warner and AOL, to its quick-flip acquisition by an Iowa media company with no background in news to, now, its purchase by a tech billionaire who knows nothing whatever of publishing or news gathering. It’s sad, embarrassing, vaguely reminiscent of the heroic sled dog Balto’s eventual poor treatment in vaudeville.

It’s time to stop milking the name and allow TIME Magazine to go off to a dignified retirement.

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