WOOD subscribers are not only avid woodworkers but they are skilled home improvement enthusiasts.
They can perform a variety of projects themselves instead of hiring a pro. They are emotionally connected to their home and feel it is a reflection of who they are.
85% are Home Improvement DIYERS
Subscribers completed approximately 8 projects last year. The national average in 2005 for American households was 2 projects. That means that WOOD subscribers are 300% more active than the average American household.
PROJECT |
Completed Past 12 Months |
Any (Net) |
90% |
Any Exterior Projects (Net) |
83% |
Any Kitchen/Bath (Net) |
66% |
Any Walls (Net) |
59% |
Any Building/Remodeling (Net) |
49% |
Any Remodeling (Net) |
34% |
Any Building (Net) |
31% |
Any Flooring (Net) |
38% |
Any Windows/Doors (Net) |
36% |
77% plan to do a home improvement/remodeling project in the next 12 months
PROJECT |
Plan To Do Next 12 Months |
Any Projects Planned |
77% |
Paint One or More Rooms |
51% |
Replace/Add Flooring |
26% |
Decorate One or More Rooms |
21% |
Paint/Stain Exterior |
21% |
Replace/Add Exterior or Interior Lighting |
18% |
Remodel/Add a Bathroom |
17% |
Remodel Kitchen |
16% |
Replace/Add Windows |
16% |
88% read every issue
1.4 hours = average time reading an issue
75% agree WOOD keeps them up-to-date about products they need
47% are more likely to notice ads in WOOD than other magazines
* Source: 2007 Subscriber Study |
