The Monitor: Shelter Category Analysis

Over the years, Time Inc.’s This Old House has rehabbed to appeal to its female readers, introducing bigger photo spreads and mom-friendly home projects. This past year, its eponymous home-improvement PBS show tested its first female correspondent.

And over time, the magazine’s audience composition has changed. In 2002, it was 55 percent male; today, it’s 50-50, male/female.
 
Now, the magazine is making a bigger play for women DIYers and the advertisers that want to reach them.

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