As canal-luxe first reported in September, the 80 year old beauty glossy magazine is ceasing to be a traditional print publication at the start of 2019. The move comes as a surprise to no one as simply looking at the latest issue of the magazine, pamphlet size at barely more than 100 pages with roughly 40 pages of third-party ads, is a clear indicator that things in print are far from what they once were.

Glamour for many decades was a huge money-maker for Condé, frequently referred to internally as the publisher’s “cash cow.” Payments for placements and ads poured in from the beauty industry, making the magazine’s shift away from print all the more striking. Beauty brands have been some of the fastest to adapt and thrive in the Instagram age of advertising none need the approval of a magazine editor when they can have an cadre of influencers posting praise of products.

When the last print issue of Glamour comes out in January, editor in chief Samantha Barry will be having her year anniversary in the role. In a memo to staff, Condé chief executive officer Bob Sauerberg made sure to position the end of print as part of Barry’s “vision” for Glamour and made sure to add, speaking on behalf of Condé: “We believe in [Barry’s] leadership and we are investing in the future of the brand.”