The New York Times has hired a bank in order to sell About.com, Silicon Alley Insider reports. The Times bought the site — a collection of bloggers posting Google- friendly content — back in 2005 for $410 million. SAI's Peter Kafka figures the Times will ask for around $450 million. And will be happy to get it. Makes sense. How much can a company full of permalancers paid by the pageview be worth, anyway?