Digital media company G/O Media is shopping around its portfolio of editorial assets in hopes of securing buyers for individual titles, part of a broader effort to divest the properties ahead of another challenging year for the media industry, according to four people familiar with the efforts.
The media company—which includes publishers Deadspin, Quartz, Kotaku, The Root, The Onion and Gizmodo—initially sought a suitor that would acquire its entire stable of brands, according to two sources.
But no such buyer materialized, leading the company to explore options to sell the properties on an individual basis. It has placed a particular emphasis on offloading The Onion, which is not profitable, according to two people familiar with its finances.
