'Upside' in play

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San Francisco--In another sign of the rapid consolidation among technology titles, Upside Media Inc. has confirmed it has put Upside in play for a potential sale or strategic partnership. David Bunnell, Upside editor and CEO, said the company has hired Los Angeles-based Digital Coast Partners L.L.C. to look into a possible sale, and that the investment firm has already received feelers from six media companies. Bunnell would not name names. "There's a lot of interest in this space and as we come out of the ad slump in the fall, this is going to be a lucrative place to be," he said, adding that the publication has stayed true to its editorial mission throughout the dot-com craze. Bunnell denies reports that the magazine could go for as low as $15 million. The move comes less than two weeks after Time Inc. bought Business 2.0 to merge with its eCompany Now.
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