Notably, removing the paywall would also allow for cost savings in that it would eliminate the need for certain consumer marketing roles. The publisher could realize these savings or shift affected staff to support its advertising business. 

In general, according to Danczak, there are three reasons a publisher might take down its paywall: It has decided to focus on other means of monetization; its subscription business would never compensate for the decline in its advertising business; or it was looking to save money in the short term.

Time likely falls into the first category, according to Danczak. The company has developed a brand so recognizable that it believes it can achieve profitability by leveraging that equity into other ventures. 

In particular, Time has marshaled its focus to promote its library of franchises, growing global events slate, new affiliate program and budding forays into connected television. 

Given that the Time brand is its most valuable asset, increasing exposure to its content makes sense from a strategic perspective. However, whether that route will yield commercial stability remains an open question. 

“If you see Time not as a publisher but as a brand, then the content side is merely its marketing arm,” Danczak said. “In which case, it should be free.”