The FT is reporting that iVillage has hired investment banker JP Morgan Chase to scope a sale for up to $700 million. Of course, News Corp. and Viacom are mentioned as companies the JP Morgan is likely to approach. No comment from the bank or iVillage but with their demographics and a market like this, I’d be testing the waters, too. Sure we’ll have more on this.

Some data ... iVillage is the number one web destination for women. The stock close at $7.86 Wednesday, up 4.11 percent. With 72.29 million shares outstanding, according to MarketWatch, that would be a market cap of about $568 million. In 2Q05, iVillage had revenues of $21.1 million.

For everything iVillage, read our dedicated company section.

Related: Earnings: iVillage Still in Net Loss; Revenues Increase

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