TheWrap is wrong on at least one detail, namely that Veronis Suhler Stevenson is managing the purchase. As our Rafat Ali has confirmed, VSS is not handling any sale, as the company hasn’t been in investment banking in a long time.

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For the most part, Nielsen has not commented on sale rumors. But during the company’s Q3 earnings call last week, Waxman noted that Nielsen CFO Brian West said the company sees value in holding those assets, particularly the related conference business. While he acknowledged that the magazine business was hurting, West said he expected the b2b titles to bounce back once the recession ends.

West did offer a general caveat, however, saying that “for assets that don’t hit the mark, we’re always looking to work them out of the portfolio—and we’ve done that in last year and a half.”

While the Nielsen mags in question, including THR, Billboard, Adweek and others, have long been the source of deal speculation, insiders at the company tell paidContent that there seems to be more momentum toward a sale this time around.