Upworthy media company and Good Worldwide Inc., a self-described global media brand and social impact company, will join forces in a merger that its leaders say will position the new entity as a leader in social good media and consulting.

After the merger, Upworthy will join the Good parent company and each company will continue to operate as standalone brands that will retain their separate brand names for the foreseeable future. Ben Goldhirsh and Max Schorr will remain co-chief executives of Good, and Eli Pariser will join as president.

Upworthy marketing vice president Jennifer Lindenauer described the partnership as a merger, not an acquisition of Upworthy by Good. Lindenauer said that after the merger, the new entity would begin the process of registering as a B. Corp. Lindenauer said the final terms of the merger are still being worked out but “as private companies we don’t disclose finances.”

“The benefit of keeping both brands is that both have a very committed audience with very little overlap,” Lindenauer said. “Keeping both brands ensures we have an even larger reach than we do alone.”

Reporter Diane Haithman can be reached at dhaithman@labusinessjournal.com. Follow her on Twitter @dhaithman for the latest in L.A. business news.

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