Gannett Inc. has been pursuing a purchase of digital publisher Gizmodo Media Group, according to people familiar with the matter, an effort that could be complicated by the takeover approach the USA Today owner received this week from a hedge fund-backed rival.

Gannett is one of a few serious bidders remaining in an auction of Gizmodo Media, the owner of assets including the eponymous technology website as well as Deadspin and Jezebel, one of the people said. Other parties that have expressed interest since Gizmodo Media...