Stop me if you've heard this one before. Powerful more-or-less user-run news aggregator Digg.com is apparently for sale. But unlike the last handful of times you heard that, this time four potential buyers have been identified, and are performing due diligence towards an actual sale. Perhaps you've heard of two of them: Microsoft and Google.
Digg has been working with investment bank Allen & Co, and is pitching big tech and media companies on a sale. It is even prepared to take less than the $300 million suggested late last year, TechCrunch said.
Four companies, including Internet giants Google and Microsoft, are in heavy due diligence with Digg. The other two are media or news companies, TechCrunch said, adding that Google will likely bid $200-$225 million, which Digg would likely accept. Is Barry Diller’s IAC interested?
Microsoft already has a deal in place to display the advertising on Digg, so if they buy it they'll be paying themselves to allow themselves to show ads on their own site. I guess that's more of a "All Our Own Base Are Belong To Us." That should keep the accountants busy for a while.