I think it really depends on the publication and the photographer.. US Vogue for instance is extremely strict, they have a vision that collaborators fit themselves into, not the other way around, sometimes you can't even tell the difference between a photograph by Sims and a photograph by Demarchelier, whereas in magazines like i-D or Dazed, the stories change dramatically as you flip through its pages and the photographs have more sequence with previous (or personal) work of the photographer, the requirement seems to be more 'impress us in order to work for us'.
What I love is when a photographer is stubborn enough to stick to his formula instead of trying to appeal and conforming into someone else's parameters of work (hoping to slowly inject his own ideas), and that development of such a strong vision eventually brings on the attention of even the most strict publications, that want to show their 'products' through his lens.. it doesn't happen often and when it does, it comes in such a small amounts but I bet it feels like a small sense of victory for him/her.
I can think of Vanderperre's recent one-picture debut for US Vogue.. his style is completely intact but it also resonates well with the magazine's aesthetic.. if anything he went through his older work, which was less somber than it is now, but it's still 100% him.
[vogue.com]
His second and last (?) appearance the following month seems a little more strangled though.
[bwgreyscale]