Axel SpringerGerman publisher Axel Springer is negotiating the takeover of Business Insider, the No. 2 financial news site after Yahoo Finance.

The Wall Street Journal reported the deal would value BI in the $500M range.

Launched in 2007 by Wall Streeter Henry Blodget, BI attracted 42.7M unique visitors in August, according to comScore, and is projected to generate more than $50M in revenues this year.

BI unveiled Tech Insider in July as a site dedicated to innovation, science and space.

Axel Springer, which made a failed run for the Financial Times, invested $25M in Business Insider at the beginning of this year and announced plans for a German-language version of the site by yearend.