The San Francisco-based company has hired investment bank Montgomery & Co. to manage the process, with one source saying that the company is seeking between $50 million and $100 million. No idea yet if there is buy-side interest at that price.

Zinio raised venture capital in the early part of the aughts, from brand-name firms like Apax Partners, New Enterprise Associates, North Bridge Venture Partners and Commonwealth Capital Ventures. But those firms all sold their stakes (for very little) more than five years ago to a real estate and hotel magnate named David Gilmour, who currently serves as the company’s executive chairman.

A company spokeswoman did not return a request for comment.

Sign up for Dan’s daily email newsletter on deals and deal-makers: GetTermSheet.com