What Happened to Rolling Stone (magazine/media company)?
Rolling Stone, the iconic music and pop culture magazine founded in 1967, has undergone a significant transformation in the 21st century, culminating in its full acquisition by Penske Media Corporation (PMC) in 2019. Under PMC's ownership, the brand has expanded its digital presence, diversified into live events and film production, and continues to evolve its editorial leadership and business strategy to thrive in the modern media landscape, including recent legal action against Google over AI content usage.
Quick Answer
Rolling Stone, now fully owned by Penske Media Corporation (PMC) since 2019, has transitioned from primarily a print magazine to a multifaceted digital media powerhouse. It maintains its focus on music, politics, and popular culture through its monthly print edition, robust website, international editions, and a growing portfolio of live events and film projects. Recent developments include a leadership change in May 2025 with Julian Holguin becoming CEO and the appointment of Shirley Halperin as its first female Co-Editor-in-Chief in August 2025, alongside Sean Woods.
📊Key Facts
📅Complete Timeline14 events
Launches Digital Paywall
Rolling Stone introduces a paywall for its website, offering complete digital replicas of every print issue since 1967, a move to attract advertisers amidst declining print circulation.
Partial Sale to BandLab Technologies
Wenner Media sells a 49% stake in Rolling Stone to BandLab Technologies, a Singapore-based music technology company, marking the first major external investment in the magazine.
Penske Media Acquires Majority Stake
Penske Media Corporation (PMC) acquires a 51% majority stake in Rolling Stone from Wenner Media for an estimated $100 million, with Jann Wenner remaining editorial director and Gus Wenner becoming President & COO.
Shift to Monthly Print and Larger Format
Rolling Stone transitions from a bi-weekly publication to a monthly schedule and reverts to its previous larger 10x12 inch format, aiming to reduce costs and enhance its premium feel.
Penske Media Gains Full Ownership
Penske Media Corporation completes its acquisition of Rolling Stone by purchasing the remaining 49% stake from BandLab Technologies, making PMC the sole owner of the iconic brand.
Gus Wenner Becomes CEO
Gus Wenner, son of co-founder Jann Wenner, is promoted to CEO of Rolling Stone, having previously led the brand's digital initiatives and played a key role in its sale to PMC.
Expansion into Live Events with Life Is Beautiful Festival
Penske Media Corporation acquires a majority stake in the Life Is Beautiful Music & Art Festival in Las Vegas, placing it under the Rolling Stone division, signaling a strong push into experiential marketing.
Receives Emmy Nomination and Multiple Awards
Rolling Stone is nominated for its first-ever Emmy Award for 'Outstanding Interactive Media' for its investigation into 'The DJ and the War Crimes,' also winning National Magazine and George Polk Awards.
Print Magazine Redesign
The print edition of Rolling Stone undergoes a redesign, featuring new exclusive fonts and a grittier paper stock, aiming to refresh its aesthetic and appeal.
Julian Holguin Appointed CEO, Gus Wenner Becomes Executive Chairman
Julian Holguin, former President of Billboard, is named CEO of Rolling Stone, succeeding Gus Wenner, who transitions to the role of Executive Chairman to focus on long-term strategic vision and new ventures.
Shirley Halperin and Sean Woods Named Co-Editors-in-Chief
Shirley Halperin, previously Co-EIC of The Hollywood Reporter, and Sean Woods are appointed Co-Editors-in-Chief of Rolling Stone. Halperin becomes the first female EIC in the magazine's history.
Penske Media Sues Google Over AI Content Usage
Penske Media Corporation, publisher of Rolling Stone, files a lawsuit against Google, alleging that Google's AI Overviews are 'hijacking' its content and causing a significant decline in publisher click-through rates and revenue.
Expanded Partnership with Sonesta International Hotels
Rolling Stone and Billboard announce an expanded year-long strategic partnership with Sonesta International Hotels, deepening collaboration across major music events like 'Musicians on Musicians' and 'Rock Tour'.
Penske Media Fully Acquires Vox Media, Forms PMX
Penske Media Corporation completes its full acquisition of Vox Media, combining its extensive portfolio, including Rolling Stone, into a new subdivision named PMX, solidifying its position as a major digital media publisher.
🔍Deep Dive Analysis
Rolling Stone, co-founded by Jann Wenner and Ralph J. Gleason in 1967, established itself as a definitive voice in music, politics, and popular culture. However, like many traditional print publications, it faced financial challenges in the 21st century, leading to a series of ownership changes and strategic shifts. In September 2016, Wenner Media sold a 49% stake to Singapore-based BandLab Technologies.
A pivotal moment arrived in December 2017 when Penske Media Corporation (PMC) acquired a 51% majority stake in Rolling Stone from Wenner Media for an estimated $100 million. This acquisition marked the beginning of a new era, with Jann Wenner remaining as editorial director and his son, Gus Wenner, taking on the role of President & COO. PMC completed its full acquisition of Rolling Stone in January 2019 by purchasing the remaining 49% stake from BandLab Technologies, solidifying its control over the brand.
Under PMC's stewardship, Rolling Stone has aggressively pursued a multi-platform strategy. The print magazine transitioned from a bi-weekly to a monthly publication in July 2018, while simultaneously returning to a larger format to enhance its tactile appeal. The company significantly expanded its digital content, live events, and brand licensing, aiming to diversify revenue streams beyond traditional advertising and subscriptions. In 2022, PMC even placed its majority stake in the Life Is Beautiful Music & Art Festival under the Rolling Stone division, further integrating the brand into experiential marketing.
Leadership at Rolling Stone has also seen recent changes. In January 2022, Gus Wenner was promoted to CEO. However, in May 2025, he transitioned to the role of Executive Chairman, with Julian Holguin, formerly President of Billboard, appointed as the new CEO. Further reinforcing its editorial direction, Shirley Halperin and Sean Woods were named Co-Editors-in-Chief in August 2025, with Halperin making history as the first female editor-in-chief of the magazine.
As of 2026, Rolling Stone continues to innovate. The print magazine underwent a redesign in June 2024 with new fonts and paper stock. The media company has also expanded strategic partnerships, such as a year-long collaboration with Sonesta International Hotels in February 2026 for major music events. A significant development in June 2026 saw Penske Media Corporation fully acquire Vox Media, integrating Rolling Stone and other PMC assets into a new subdivision called PMX, positioning it as a dominant force in digital media. The company is also actively engaged in legal challenges, with PMC suing Google in September 2025, alleging that Google's AI Overviews are 'hijacking' its content and causing a significant decline in publisher click-through rates.
What If...?
Explore alternate histories. What if Rolling Stone (magazine/media company) made different choices?