Bauer Enters Emap Fray

It appears that the Hearst Corporation isn't the only publishing company kicking the tires on Emap's consumer magazine division. H. Bauer, the U.K. parent of the Bauer Publishing Group, is considering a late-entry bid for Emap's consumer magazine and radio divisions, the Times of London newspaper reported Tuesday. Emap publishes 50 consumer magazines, including FHM, heat and Grazia.

Emap has been on the block since July and is possibly considering a three-way break-up of its media divisions, including its radio and b-to-b magazine groups. Hearst-which had been believed to be the only bidder for the consumer magazine division-recently partnered with British private equity firm Exponent in its bid. Emap has attracted interest from a wide variety of European and American buyers, but the sale faces a nasty credit market.

H. Bauer is the largest privately-owned publisher in Europe. It publishes 120 magazines in 13 countries including Germany, France, Spain, Portugal and the U.K. A Bauer representative did not immediately return a request for comment.

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