Here is an example of the way blacks are typically portrayed in Time magazine. Unlike Outside, which is a niche magazine targeted to outdoor enthusiasts, Time is a general news and issues magazine aimed at a more mainstream audience. Therefore, one would not expect to find as many models displaying an outdoor leisure identity in Time as there were in Outside. Still, one-tenth (10.5%) of the white models appearing in Time display an outdoor leisure identity. However, not a single black model depicted in Time displays an outdoor leisure identity.

Here is another example of the way blacks are typically portrayed in Time magazine. Whether at work or at play, they are almost always situated in the urban/suburban environment. Not a single black model was featured in any Time advertisements set in the Great Outdoors.

Even though Time is a general news and issues magazine, there are several examples of advertisements that depict both black and white models participating in some sort of leisure activity. However, not a single black model is shown engaging in outdoor recreation (hiking, rock climbing, kayaking, etc.). What is more, for models shown participating in urban leisure activities (basketball, weight lifting, track & field, etc.), the percentage of black models is 42.9%, over 4.5 times higher than the overall percentage for blacks in the magazine. In other words, only 1 out of 11 models in Time magazine is black, unless that model is shown participating in an urban sporting activity, at which point the figure climbs to 1 out of 2.3.