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How Time used Instagram for fast, beautiful Hurricane Sandy coverage

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Time Instagram Sandy Photo
Time Instagram Sandy Photo

For its photographic coverage of Hurricane Sandy, venerable weekly magazine Time took a new tack: it recruited five photographers and sent them to take pictures of the storm and upload them to the Time Instagram feed. The result was "one of the most popular galleries we’ve ever done," says director of photography Kira Pollack. Forbes has written a brief introduction to the collection, which Pollack says used Instagram because it was "the fastest way" to get content to readers. "It’s wasn’t like, 'Oh, this is a trend, let’s assign this on Instagram.'" A photo from the set even became one of the three physical Time covers for the week. These striking pictures would have drawn attention regardless of their delivery method, but it's another sign of Instagram's increasing clout in the world of photography.