I don't think "about ten CIA employees were provided Times cover" was a way to funnel CIA info into the NYT - which, as you say, wouldn't need direct employment.
It sounds more like CIA spies wanted to go poking around in foreign countries, interviewing people and photographing things, which being an NYT reporter allowed them to do.
The journalists? Nothing, in fact it's a big negative.
The newspaper owners, though? The point of a newspaper is to obtain political power, both direct and through favours. The CIA was willing to overthrow a democratic government and replace it with a military dictatorship to help out a banana company - who wouldn't want to be owed favours like that?
It sounds more like CIA spies wanted to go poking around in foreign countries, interviewing people and photographing things, which being an NYT reporter allowed them to do.