The New York Times Company last night announced a $410m (£216m) deal to buy the online information business About.com from publishing group Primedia.
The deal reflects the recent growth in online advertising and the company's need to find new revenues.
Like other newspaper firms The New York Times Company is struggling to wring higher revenues out of its print business as it faces stagnant or falling circulations and a patchy advertising climate.
About.com provides consumers who search its database with information on topics such as health, finances, food and travel.
In its most recent quarterly results, The New York Times Company said online advertising revenues were 30% higher than the same time period a year earlier.