The Greek media firm Antenna Group is in talks to amass Time from Salesforce co-founder Marc Benioff, in accordance with individuals aware of the matter.

No deal is assured and the talks are nonetheless early, mentioned the individuals, who requested to not be named as a result of the discussions are personal.

“There isn’t a settlement to promote Time,” mentioned a Time spokesperson, who declined to touch upon the talks with Antenna. An Antenna Group spokesperson did not reply for remark.

Benioff acquired Time in 2018 for $190 million. Early talks with Antenna have centered round a worth of $150 million, one of many individuals mentioned.

The talks come at a very turbulent time for legacy media corporations, which try to remain afloat as digital-first property amid competitors with free providers equivalent to YouTube, TikTok and Instagram.

Comcast announced Thursday it’s contemplating a by-product of its cable community group. The Washington Submit, owned by fellow tech billionaire Jeff Bezos, has misplaced greater than 10% of its subscribers in latest days after deciding it would not endorse a candidate within the U.S. presidential election, according to NPR.

Benioff and his spouse, Lynne, purchased Time from Meredith Corp., which owned the journal for lower than a yr.

“The Benioffs emerged as the most effective match, prepared to place journalistic integrity forward of company good points,” Alan Murray, chief content material officer of the Time Inc. manufacturers at Meredith, mentioned at the time.

The Antenna Group nearly acquired Vice Media in 2022 earlier than the corporate declared chapter. Most of its investments have been Europe-centric, although it has invested in Arianna Huffington’s know-how firm Thrive International.

Disclosure: Comcast owns NBCUniversal, the mother or father firm of CNBC.