NatMag parent Hearst courts Emap

Media behemoth Hearst Corporation is said to have made a £700m play for the division, which is home to high-profile titles such as Heat and FHM.

Emap is inviting separate bids for its three main divisions, with the £1.3bn business-to-business unit and its radio arm widely regarded as more favourable acquisition targets.

Hearst joins a list of speculated suitors for the troubled publisher, including Italy's Mondadori, Guardian Media Group, and a host of private equity firms.

However, analysts now tip fellow media firms as more likely buyers, with the turbulent state of the UK credit markets turning private equity money away from the media sector.

It is unclear how the takeover would affect Emap's print procurement, which underwent a major reshuffle in September.

Emap and NatMags declined to comment.