News Corp is reportedly shopping its popular technology blog, AllThingsD. If true, this could see fixtures of the tech reporting scene like Walt Mossberg and Kara Swisher join another company.
According to Reuters, the contract between AllThingsD and News Corp is up at the end of the year and relations between the two entities are “amicable but stressed.”
A spokesperson for News Corp said by email on Friday afternoon the company declines comment.
The sale of AllThingsD would have implications not just for the media industry, where tech blogs are a popular property, but for the technology scene as a whole. Companies in the sector frequently drop important leaks to figures like Mossberg and Swisher whose pronouncements on companies like Yahoo(s yhoo) and Apple(s aapl) ripple widely.
Sources told Reuters that Conde Nast, Hearst and Yahoo(s yhoo) are among possible suitors for All Things D. AOL(s aol) came up as a more remote possibility.
AllThingsD is supported by advertising but also by events like the “Dive into Media” hosted in Southern California this week that attracted a gaggle of tech bigwigs from companies like Dish and Google.
AllThingsD is an autonomous unit within News Corp but the corporation owns the website and the name. This would, in theory, limit Mossberg and Swisher’s control in the outcome of the sale talks; however, Reuters reports that their contracts give them approval authority over a sale.
In recent years, star journalists have increasing leverage over the publications with which they work, in part due to portable social media followings. This year, for instance, popular blogger Andrew Sullivan left the Daily Beast to start his own website where he’s asking readers to voluntarily donate $19.99 a year to read him.
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