If you've ever lazily flipped through your television channels on a Saturday afternoon, chances are you've happened upon the Emmy Award-winning "This Old House"—television's premier home improvement series. The show, which celebrated its 22nd anniversary season on PBS this year, unlocked America's passion for the home—and its unpredicted popularity proved how many Americans are willing to spend both time and money on various home projects. Who Are They? In line with the stereotypical image of this demographic, the average home improvement enthusiast is male, mature and married. He also tends to be middle-class, educated and family-oriented. However, clearly defining a typical home

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