• Business Week, Friday, December 28, 2007 11:30 AM

This holiday season, Digg.com has once again been in the news for shopping itself around. Rumor had it the content-sharing site was on the block for around $300 million, but then, on Christmas day, other rumors surfaced that Digg was on the acquisition trail, linked with buys of fellow content sharing sites coRank and Spanish-language Menéame.

Digg CEO Jay Adelson squashes those rumors and reveals that the company is focused on adding new personalization features in 2008. One of the biggies is a new "story suggest" feature that recommends articles and other content based on stories users have read, rated or shared. Another feature will let users "subscribe" to subjects that interest them or to their favorite Digg users, whose recommendations they can rate, a la eBay. The company also aims to become more involved in social networking; Adelson says the company is watching Google's OpenSocial in particular, hoping to create software that takes advantage of its broad reach.

Questions remain about the Digg rumors. Why did Digg hire an investment bank to look at strategic options? Why do rumors repeatedly surface that the company is on the block? Is Digg in fact digging its own rumors, perhaps?

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