New York Times Buys Influencer Firm HelloSociety

The New York Times Company has acquired social media influencer specialist HelloSociety from parent company Science Inc. Terms of the all-cash deal were not disclosed.

Launched in 2012, HelloSociety taps in to a vast network of social media influencers across Instagram, Pinterest, Vine, YouTube and popular blogs, to drive engagement for branded content campaigns. With the acquisition, HelloSociety's tools, staff and approach will be integrated into The New York Times Company's content agency, T Brand Studio.

HelloSociety CEO Kyla Brennan (pictured) comments: 'We are thrilled to be joining The New York Times and to add to T Brand Studio's creative, distribution and social media capabilities. We've spent the last four years building relationships with thousands of top influencers and our technology will make it easier for The New York Times' advertisers to create customized campaigns and content to resonate across any social channel'.

Web sites: www.nytimes.com , www.hellosociety.com and www.science-inc.com .