Pittsburgh-based online publication The Incline is up for sale as parent company Spirited Media pivots to media consulting.

Spirited Vice President of Strategy Chris Krewson, in a post on Medium, said the company is in talks with local buyers to pick up the digital property.

“Why? Well, that’s the path that’s emerged for Spirited Media, which has already pivoted a couple of times, as every startup must,” Krewson said in his post. “The latest pivot reflects the reality of being a startup in these difficult times for the local media business: There is more money out there for companies like ours to earn helping others do what we do via consulting than continuing to raise money to expand into new markets.”