The careful integration of editorial content, graphic design, and advertising to create a successful magazine package is not a phenomenon of the last half of the twentieth century. As early as the 1890s, the first publishers of "Vogue" magazine had established an editorial-advertising-design mix in the fashion magazine that was calculated to attract a highly specialized audience, appealing to their particular interests with a unique combination of ingredients. When Conde Nast succeeded the first publisher, Arthur B. Turnure, in 1909, he continued to develop Turnure's approaches to the magazine's marketing and content. Over the next 20 years, Nast brought the integration of the editorial content, the graphic design of the magazine, and the selection of specialized advertisers to a new state of the art. Nast accomplished this through his own leadership and through the work of his editor-in-chief Edna Woolman Chase and his art director Heyworth Campbell. (RL)