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Is Digg Looking to Sell to the Guardian?
Over the past couple of weeks, I am noticing a trend on Digg even more than normal. Mainstream newspaper sites are making it to the frontpage more than ever before. The Engadget, Ars Technica and Gizmodo trifecta haven’t owned the frontpage as they did previously. The Guardian newspaper Web site (and a few other UK daily papers) are regularly making it to the frontpage more than once a day. In fact, as I write this, the Guardian has 2 stories on the first page of the frontpage currently. I’ve written before that Digg has been trying to move away from the tech sector to attempt to grow past the fanboy set that attends their diggnation shows.
Could this lead to discussion about potential buyers for the news aggregator? I have no source for the following comment, it’s my view and speculation. Would the Guardian Media Group be a good home for Digg? Many blogs have discussed Google, CurrentTV, Yahoo, Microsoft and Fox as buyers. I haven’t seen anyone look across the pond for suitors. The Guardian acquired PaidContent last week for $30 million and is looking to grow their Internet presence. Could all of these frontpage stories be a test?
SAI says Digg is worth $125 million, I think it’s worth less. Last year Digg hired a bank to help find a buyer. Could Digg be the next acquisition for the Guardian? It would be a smart CPM ad play on both sides. Our research says 52% of Digg’ers block ads.
On a side note, I am also noticing that stories can now sit in upcoming for more than the previous 24-hour time period. And the trifecta blogs are well represented in the top tier of upcoming. My Apple battery story has 120 well diversified Diggs but didn’t make the frontpage. Is the upcoming section the new home for blogs?