The September issue for fashion magazines is extremely important. So important there was even a documentary made about Anna Wintour preparing for Vogue’s 2007 edition. That filmed informed us that the jacket is the new coat, and dammit, we will never forget that.

For this year’s September issue, InStyle looks to be in the early lead (Vogue hasn’t released their numbers yet) by posting 440 ad pages. According to its publisher, Connie Anne Phillips, this will be the largest InStyle in the magazine’s 18 year history. Elle is not far behind, posting 400 ad pages, up 14 percent from last year. Following that are Harper’s Bazaar with 360 pages and Marie Claire, with 237 pages (its largest issue ever).

We’ll update when we hear back from Condé on Vogue’s numbers.