There is no contract between Time's and Joshua, because it is not legally binding to each other and it has not been signed by either party. So not a single party is liable for the contract as the contract is unsigned and non-liable
Time has used it as a promotional means only for promoting magazine subscriptions.
Therefore, a case can not be built on letter-based basis.
Explanation: This concept is very much in consistent with the concept of mental accounting. The concept of mental accounting says that a person has already classified the areas where he will be spending his income and each area has its own importance and is given particular amount to that. Contrary to this, however, the mental budgeting is the phenomenon which uses the same technique but in such a way that it calculates the amount to be spend on multiple areas beforehand and using the rational cognitive ability, imagine the possibility that if an area would be left without spending money on that, would that help him save or not.