Dow Jones Indices Up for Sale?

NEW YORK (TheStreet) -- The iconic brand that represents for many people the very idea of the stock market might be for sale.

At least, that's what The Wall Street Journal is reporting this afternoon. Though the process is in its early stages, the report notes that News Corp.'s(NWSA Quote) Dow Jones & Co. has begun shopping around its stock indices, including that most famous of equities gauges, the Dow Jones Industrial Average.

The report also notes that Goldman Sachs(GS Quote) is running the sale, though the process could result in a joint venture or nothing at all.

The potential buyers are unclear at this point, though the report speculates that likely bidders could include MSCI(MXB Quote), Bloomberg and NYSE Euronext(NYX Quote).

-- Written by Sung Moss in New York