All Things D nearing split with Dow Jones & Co.

J.P. Mangalindan and Dan Primack of Fortune are reporting that tech news site All Things D could soon be leaving the Dow Jones & Co. family of financial news products.

Mangalindan and Primack write, “Since then, Fortune has learned that AllThingsD is working with investment bank Code Advisors 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.

“Swisher and Mossberg appear to be steering clear of traditional venture capitalists and tech billionaires, likely in order to minimize potential conflicts of interest. Instead, their focus has been on finding a partner from the media sector.

“So far they have received proposals from three media companies, one of which is said to be NBCUniversal, a subsidiary of Comcast. A fourth is circling, and it is possible that the final transaction could include multiple parties.

“Other companies said to have been approached include Bloomberg, Condé Nast, and The Washington Post Company.

“‘It’s not complex,’ Swisher told Fortune in a statement. ‘Walt and I are interested in taking the online journalism and conference efforts we have been successful at building over the last 12 years and expanding them. There are lots of ways to do that, and we are thinking about the best way to evolve what we believe is an even bigger opportunity in the years ahead.'”

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