Rupert Murdoch's News International is considering either extending its partnership with the tech site AllThingsD or dropping involvement with it completely.
Murdoch is supposedly taking an "all or nothing" approach to the site, which is run by Kara Swisher and Walt Mossberg.
News Corp owns the website and its name. However, according to provisions in the contract, Swisher and Mossberg have approval authority over any sale, the first source said.
Digger has had his sticky paws inside AllThingsD for a while but that contract will end by Christmas. Now Swisher and Mossberg have to deliver a business plan by next week to Robert Thomson, the former Wall Street Journal managing editor who will helm News Corp's publishing unit as CEO after it is spun off.
According to Reuters, Digger might not get everything his own way. The website is receiving "inbound interest" from other potential buyers.
Apparently Conde Nast and Hearst have all been seen snuffling around AllThingsD's secured assets.
The dark satanic rumour mill has been going flat out with other suggestions including one which has former Yahoo and News Corp executive Ross Levinsohn wanting the site as part of his newly forming role at Guggenheim Digital Media. So far his private equity shop already owns Billboard, Hollywood Reporter, and Adweek.
AOL expressed interest in buying the site in the past, but those days appear to be long gone.
The website and its conference business are profitable and it has managed to snag some high profile interviews over the years. It also makes a lot of cash with the D Conference.