It is rumoured that Independent Print Media Group may be looking to sell homehound.com.au - Australia's third largest residential portal site.
homehound.com.au is the result of a partnership between the Independent Print Media Group (owned by Michael Hannan) and Property Page Pty Ltd (owned by Ray White, Raine & Horne, LJ Hooker and Century 21).
Over the last 12 months, homehound.com.au has dramatically increased traffic to the site from 213k UB's in August 2007 to 427k UB's in August 2008.
This is not the first time rumours have been in the market that homehound is for sale or looking at a merger. In February 2008, it was reported by Business2 that myhome.com.au and homehound.com.au may be merging. (Business 2 article)
The question is if the site is for sale, who is likely to purchase the site. The likely purchaser will either come from within the industry in an attempt to consolidate its position or the acquirer will come from outside the industry and be looking to enter the industry.
Given the failure of myhome.com.au in mid 2008, it is unlikely that an external player would enter the industry through the acquisition of homehound.com.au. Therefore if the business is for sale, the likely acquirers will probably come from established players looking to increase their market share through the acquisition.