Google and Yahoo are reportedly vying for the affections of "old" media - specifically Trader Classified Media, the owner of 575 print titles, ranging from Canada's Auto Trader magazine to Buy & Sell Chinese in the U.S. - regarding the possibility of a business relationship, writes the U.K.'s Sunday Times (via paidcontent). EBay, in turn, may be trying to squeeze into the menage a trois. Trader is valued at about 1.3 billion euros.

The interest by Google and Yahoo is yet another sign of the interest in the global classified advertising market and the intent of internet firms to create online communities in local markets throughout the world, according to the Times.

Founder John H McCall MacBain controls Trader, which he established in 1987 with three newspaper titles in Canada. Its operations are divided into auctions, property, automotive, recruitment and technology, and the groups now operate in 20 countries.

Trader is actively pursuing opportunities in China, where both Yahoo and Google have staked ground.