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The Advertising Century

Conde Nast

Published on .

Conde Nast
Conde Nast Publications, New York

Growing up poor in St. Louis, Nast joined Collier's Weekly in 1898 and there developed his idea that a market existed for magazines catering to the fashion tastes of the affluent, or affluent-wannabes. He put his ideas to the test in 1909 by purchasing Vogue, then a struggling New York society weekly. Editor Edna Woolman Chase and Nast turned it into an influential, stylized, photo-fashion monthly for women that attracted upscale advertisers. After buying Vanity Fair and House & Garden -- and creating Conde Nast Publications -- in 1922, Nast lost his fortune in the 1929 stock market crash but was able to create Glamour in 1939 to further extend his publishing vision. "We have set the standards of the time," Nast said.

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