For me it ended with the departure of Jule Campbell in 1996. She was the person who turned the Swimsuit Issue into something very desirable and prestigious for models. She did many innovative things like putting the names of the models on the photographs and helping to turn them into celebrities. The quality and prestige declined almost immediately after her departure, as so often happens with giant personalities and geniuses. Of courses other factors, such as the rises of the Internet and changing fashion trends contributed to the decline.