Moreover, analysts said Burkle would have access to AMI chief executive officer David Pecker to help manage both AMI's businesses and Primedia's 70 Enthusiast titles. Though Pecker has hit plenty of rough spots running AMI, he is a well-seasoned magazine executive. "David is a great asset," said BMO Capital Market's Andy Buchholtz. "He has a lot of experience in the auto category with Hachette Filipacchi Media," of which Pecker was ceo from 1992 to 1999. As of now, Steve Parr is president of Primedia's Enthusiast Group, reporting to Source chairman Michael Duckworth.

A spokesman at Source Interlink said, "We do not comment on speculation or rumor." A spokesman for AMI did not return an e-mail request by press time.

Meanwhile, analysts are keeping their eyes on another publishing deal in the works: the sale of Dennis Publishing. Final bids are said to be due May 23. — Stephanie D. Smith