Valencia-based newspaper Superdeporte claims that Barcelona coach Quique Setien has asked the club to sign Rodrigo from the Mestalla.
"The arrival of Setien as the new Barça boss has changed the club's plans for the January transfer window," they report.
"Even though Barça were working on other options to replace the injured Luis Suarez, the new coach has put the name Rodrigo Moreno on the table, the Valencia forward who is now one of the Blaugrana's top targets."
Superdeporte continues: "Valencia, after reaching the last 16 of the Champions League, had taken the decision not to sell any important players this month.
"You could say Barça's interest has caught them off guard and at the moment the club will stand by the price they asked for last summer, 60 million euros, which Atletico Madrid couldn't afford in the end."
The report also says that "the cost of the operation is putting the brakes on Barça's interest, too, as they didn't plan to spend that amount in the winter and would need to sell to buy. What is clear, though, is that they want a striker before the end of the month and Setien has always rated Rodrigo."