From its beginnings as a small newsletter in the 1990s, the publishing team of Paul and Linda Fulcher had built the title into a glossy cover magazine, and then launched it fully into national coverage distribution. My new 2009 logo incorporated the text "Home Improvement" as the new content was not just about woodworking. Readers enjoyed the new look and embraced the new content.

Our current logo was created in 2018 and the cover template refreshed, with new editorial sections added. The magazine continues to make record newsstand sales, even in a difficult market for most woodworking titles. Feedback from consultants allows us to gauge how successful each cover design is in sales terms, building experience that lets us vary the covers while minimizing the risk of a poor sellthrough. Although our home base is still the cover that we refer to as our "Ultimate Warrior Woodworker"!