According to The Times, the Italian group has requested a prospectus for the consumer division, which includes titles such as Heat and FHM, as well as Grazia, which Emap publishes under licence from Mondadori.
Mondadori, of which Berlusconi's Fininvest owns more than half, is the largest publisher in Italy, with 38.5% of the market.
France's Lagardere and a number of private equity firms have also shown an interest.
As well as its consumer magazine business, Emap is also looking for bidders for its other two major divisions, business-to-business publishing and radio.
It is understood that a number of media and private equity firms have also shown an interest in Emap's trade magazine business, which includes titles such as Drapers and Broadcast.
Potential bidders for Emap's radio business, including Magic and Kiss, are understood to include GCap Media and Global Radio.
Although Emap is keen to sell its divisions off intact, it is speculated that its consumer magazine business could be sold off piecemeal, with The National Magazine Company and Conde Nast likely bidders for many of its weekly magazines, including Heat and Closer.
Dennis and Development Hell are being touted as possible bidders for FHM and Zoo.
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