SnapchatWhile mega brands such as the NBA, General Electric Co., McDonald’s use Snapchat, there still are plenty of companies that view the ephemeral-messaging service with a jaundiced eye.

However, PR managers now may reconsider using Snapchat as a marketing vehicle after the latest brand to join the fray: the Wall Street Journal.

The Journal will be featured in the app’s Discover page, along with 16 other publishers, according to re/code.

While wedding the august Journal to the hipster demo that Snapchat caters to may seem incongruous, re/code said the move makes a lot of sense for both parties:

“Benefits to the Journal are obvious. Snapchat provides a platform where it can reach a (predominantly) new group of readers. But Snapchat could benefit, too. The app has amassed more than 100 million daily active users, but will need to appeal to an older demographic in order for that number to keep climbing. Adding publications like the Wall Street Journal might help with that.”

Bringing the Journal into the Snapchat fold may well attract other brands to have a go at it.

Indeed, for more and more PR execs and communicators who work on social media strategy, Snapchat can no longer be summarily dismissed as a wasteful exercise.

PR pros have to dig deeper into Snapchat’s various services and determine whether it makes sense to use the app to help get the message out (even though that message disappears after ten seconds or so).