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technology

Facebook IPO Playing Modest With Valuation Under $100 Billion

SAN FRANCISCO, CA - SEPTEMBER 22:  Facebook CEO Mark Zuckerberg delivers a keynote address during the Facebook f8 conference on September 22, 2011 in San Francisco, California. Facebook CEO Mark Zuckerberg kicked off the conference introducing a Timeline feature to the popular social network.  (Photo by Justin Sullivan/Getty Images)

When Facebook goes public later this month, shares will probably be priced between $28 to $35, the Wall Street Journal reports this afternoon, valuing the company just shy of the long-rumored $100 billion mark, but still crushing Google's web IPO record of $23 billion. Price points are still subject to change based on the interest generated at the forthcoming investor roadshow, which will probably go just fine despite a first-quarter dip in profits. About 337.4 million shares will be for sale in the public offering, according to a regulatory filing today, raising up to $13.6 billion for the company. Zuckerberg himself, who has shown little interest in dealing directly with investors, will likely have a stake worth up to a cool $18.7 billion.

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Photo: Justin Sullivan/Getty Images