NY Times Buys Digital Marketing Company HelloSociety

It's all about advertising.

The New York Times is hoping to expand its influence on social media with the acquisition of HelloSociety. The digital marketing agency specializes in “social influencers” — people who are popular on sites like YouTube and Vine but not in real life.

As a result of the all-cash deal, HelloSociety will be integrated into the Times’ branded content agency, T Brand Studio.

“We believe the best digital advertising will increasingly take the shape of high-quality visual programming, and we are building out T Brand Studio’s services and capabilities to deliver on that promise,” said Times Company executive vp and CRP Meredith Kopit Levien, in an announcement. “We expect HelloSociety will help contribute to our future success.”