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Forbes Media Buyer Might Come from Far East

The bids for Forbes Media — which has been up for sale since last November — are all in, and word is that the frontrunners are both from the far East. According to Bloomberg News, China’s Fosun International, which publishes Forbes China, and Singapore’s Spice Global Investments, a diversified company, are both leading the pack.

Other potential buyers include Joe Mansueto, the billionaire founder and CEO of investment research firm Morningstar, and Germany’s Axel Springer, which publishes Forbes Russia.

Forbes wants $400 million for the company, and at least one media analyst believes that if an international buyer pays that much, it would be well worth it.

“Forbes used to just be a magazine, now it’s a worldwide business brand,” Ken Doctor, from Outsell Inc., told Bloomberg News. “How many people in their twenties and thirties are in emerging business markets — Asia, Africa, Latin America? That’s my sense of the great growth potential of the Forbes brand.”

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