Wenner Media, which publishes titles like Rolling Stone and US Weekly, is in talks to move its HQ from 1290 Sixth Ave to Midtown Equities’ Empire Stores on the Dumbo waterfront.

The publisher is eyeing a footprint of 50k SF to 70k SF at the converted former coffee warehouse, according to Bloomberg. JLL’s Howard Hersch, a member of the building’s leasing team, could not be reached for immediate comment.

Time Inc’s recent move of part of its digital operations to 55k SF at Industry City showed Brooklyn’s potential draw to the media industry, but if this deal goes through, Wenner would be the first major media company to move its headquarters from Midtown to Brooklyn.

Asking rents at the 500k SF building range from $65/SF to $85/SF—among the highest ever in Brooklyn. Tenants already signed on include West Elm and 72andSunny. [Bloomberg]