• by Wendy Davis  @wendyndavis, October 28, 2004

CBS MarketWatch is hoping to auction itself for as much as $400 million, according to a report in today's The New York Times.

Possible buyers include Internet company Yahoo!, Wall Street Journal owner Dow Jones, the CBS unit of Viacom and the Financial Times Group of Pearson, according to the Times. Viacom currently has a 22.4 percent stake in MarketWatch.

MarketWatch declined to comment, but its Web site, CBSMarketWatch.com, posted a news article this morning referencing the Times report of the impending sale.