New York--In another sign of the ongoing shakeout among so-called new economy publications, Red Herring Communications Inc. is shopping itself to rival publishers, The Wall Street Journal reported Monday. Red Herring owns Red Herring magazine and a companion Web site, conference business and research division. It isn't clear whether Red Herring wants to sell just the magazine or the entire portfolio of products. The Journal said both Ziff Davis Media Inc. and AOL Time Warner Inc.'s Time Inc. have rebuffed offers from Red Herring. Red Herring's fate has mirrored that of dot-com companies. In the first quarter, ad pages fell 28%, according to the Publishers Information Bureau. The company has also had two rounds of layoffs.