Vogue Italia reinvented the concept of fashion magazines. In 1964, when other fashion magazines included ads for vacuum cleaners and dish soap, Vogue Italia maintained a policy of only accepting fashion ads. While the magazine's practices initially generated less money than its competitors, Vogue Italia is now extremely revered and known as "the least commercial" of all Vogue editions.
It looks like Anna's Vogue is also in the lead for fashion ads in America. Vogue's share of luxury ad pages have increased from 65% to 70%. Harper's Bazaar, InStyle and Elle, on the other hand, have dramatically decreased their share of luxury ad pages.
Right now, it may seem more lucrative to accept multiple ad pages from Target and DirtDevil, but in the long run, it only cheapens the feel of the magazine. Oops, too late InStyle.
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