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Who Will Buy Digg? Anyone? Google?

By: Mathew Ingram

The Digg-sale plot continues to thicken. First there were rumours that Digg was for sale " asking price $300-million " and then there were...

...reports that co-founder Jay Adelson had gone to the Allen & Co. venture fund party, where those who want to mingle with those who want to sell. And now, Eric Eldon at Venture Beat says he has it confirmed from a highly-placed source that Digg is for sale and Allen & Co. is handling the deal.

Its not at all surprising that Digg wants to sell. But is $300-million a realistic price? In a world where less than 2 per cent of Facebook sells for $240-million, maybe it is. But to whom? One theory (which I wrote about the last time this came up) is that an existing media entity like News Corp. might want to buy it, for the same reason that the New York Times bought " which has now been integrated into its technology page " and Conde Nast bought

I know this will probably expose me to widespread ridicule, but I could even see Google being interested in Digg. Theres no question that Google is getting more social, as recent developments " such as the ability to share Google Reader items with friends " indicate. But much of what Google has tried in that area hasnt gained much traction. Why not make Digg the foundation of further social networking from within the company? I dont think its outside the realm of possibility at all.



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About the Author:
Mathew Ingram is a technology writer and blogger for the Globe and Mail, a national newspaper based in Toronto, and also writes about the Web and media at and

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