Nice Digiday article about the Instagram strategy of the New York Times. In a nutshell: Instagram's demographic suggests that one day, long in the future, this audience could be well suited to become NYT subscribers. If you ask me - very optimistic. A) to think you could, inception style, start influencing a purchase decision like this at a very young age (could work in other industries, like automotive), B) to think that these people will read newspapers, C) to think the NYT will have an important print subscription business in 10 or 15 years. Anyway, I wouldn't say the shouldn't be on Instagram, depends on the cost side also, but I would look for alternative ways to justify the cost.