All Things Digital, the technology publication co-edited by Wall Street Journal reporters Walt Mossberg and Kara Swisher, is reevaluating its relationship with Journal parent company Dow Jones, according to a new report.
Fortune's JP Mangalindan and Dan Primack report this morning that the publication's partnership with Dow Jones expires on December 31—but it has tapped investment bank Code Advisors in an attempt "to find outside investors at an enterprise value that could exceed the $25 million that AOL reportedly paid in 2010 for rival site TechCrunch."
One source says that the asking price is between $10 million and $15 million for a 25% or 30% stake in the company.
But a typical Silicon Valley tech investor isn't ideal, since that's precisely what AllThingsD reports on.
So a media partner—Comcast's NBCUniversal, Businessweek publisher Bloomberg, Wired and Ars Technica publisher Condé Nast, and the Jeff Bezos-owned parent company of the Washington Post are all cited as possible suitors—is preferable. (Swisher is an alumna of the Washington Post.)
At stake is more than just the publication's website; Mossberg and Swisher have built up a respected events business over the last 12 years, too. (In the photo above, you can see Apple's Steve Jobs and Microsoft's Bill Gates on stage at one such conference in 2007; more recent guests include Apple's Tim Cook, Google's Eric Schmidt, Tesla's Elon Musk and Cisco's John Chambers.) Under the terms of the existing deal, Dow Jones owns the brand, website and content. Only Mossberg is an official employee of that company; the rest are contractors.