Wells Fargo analyst Eric Katz said that if Time Inc.'s board "truly believes" that $300M in free cash flow is achievable in the next 3-5 years, than he "can understand" why they rejected the reported offer of $18 per share from Edgar Bronfman Jr. and Leonard Blavatnik, as that FCF equates to $23 in equity value per share with an OIBDA multiple of 6x, which he said "doesn't sound like a particularly aggressive multiple for a publisher." Katz wouldn't rule out other PE bidders and "wouldn't be shocked" if other industry players got involved, though he keeps a Market Perform rating on Time Inc. shares, noting that finding buyers for brands, or being willing to shut down brands, "may be easier said than done" by any potential buyer.