For First Time In 24 Years, Elle Tops Vogue

Elle grabbed more ad pages in the first half of 2009 than competitor Vogue for the first time in Elle’s 24-year history, Forbes reports.

The most recent six issues of Elle contained a total of 970 ad pages, just a tetch more than the 956 banked by Vogue.

Vogue’s market share comes, in part, from the mystique surrounding the mag: The Devil Wears Prada wasn’t about InStyle, after all (though InStyle booked more ad pages than either of these mags).

The irony? Everyone’s ad pages are down by an average of 25%. Does the horse race really matter when everyone’s losing?