Glam Media Inc., an online advertising company focused on women, plans to file for an initial public offering by the end of the second quarter and is considering Goldman Sachs Group Inc. or Morgan Stanley to lead the sale, three people with knowledge of the matter said.

The company, which has already completed a “bake-off” where bankers compete for the deal, is close to hiring the firms to handle the transaction, according to the people, who declined to be identified because the deliberations are private. Bank of America Corp. would likely assist in the IPO, they said.