Fascinating read by Jenna Wortham on The Shade Room, an Instagram-first publication:

Angie explained to me that Instagram perfectly suited her vision for The Shade Room: image-centric and interactive. For her purposes, Instagram was the equivalent of WordPress. When she started the feed a year ago, her goal was to accumulate 10,000 followers in the first year. She accomplished that in only two weeks. Angie started by posting about people at the bottom of the celebrity hierarchy (minor reality stars, mostly) and worked her way up to bigger names, building her loyalties slowly. Eventually, readers started sending her tips and videos via Instagram’s direct-messaging feature. Now, The Shade Room has more than half a million followers on Instagram alone.

I wouldn’t recommend Instagram over WordPress to anyone, but it’s interesting to see how a business has been built on top of this.