Dow Jones confirmed the separation and released a statement from Gerard Baker, editor-in-chief of Dow Jones and managing editor of the Wall Street Journal.
The news was first reported by Fortune, which said AllThingsD co-executive editors Kara Swisher and Walt Mossberg (pictured, above) -- both former WSJ staffers -- had hired investment bank Code Advisors to seek outside investors.
Swisher and Mossberg founded AllThingsD in 2007 as a Web-only offshoot of the WSJ's "D: All Things Digital" conference. It has been a wholly owned unit of Dow Jones.
Following the split, Dow Jones will retain the rights to the AllThingsD brand, which encompasses conferences; in a conversation on Twitter, Swisher said, "We'd have to buy it" from the company. In addition, Mossberg will end his personal-technology column in the Journal after 22 years.
According to Baker, Dow Jones plans to "embark on a major global expansion of our technology coverage, which will include adding 20 reviewers, bloggers, visual journalists, editors and reporters covering digital."
AllThingsD is in discussions with two prospective investors, one of which is Comcast's NBCUniversal, according to Fortune. The report said other potential backers include Bloomberg, Conde Nast, Cox Enterprises and the Washington Post Co., which last month sold its flagship newspaper and other print titles to Amazon chief Jeff Bezos.
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