The first copy had a price of 10 cents – around $3 to-date. Instead of fashion, the magazine focused on social etiquette, traditions of high society, and it reviewed books, theatre, music. In short, Vogue was a lifestyle magazine for the wealthy – a target audience that remains to this date. In 1909, Condé Montrose Nast, the founder of Condé Nast Publications, bought Vogue, and transformed it from a lifestyle magazine to a fashion magazine. It targeted women’s fashion, beauty, composure, and etiquette. He changed the weekly publication to publishing every fortnight. It became monthly in 1973.