Tooo freaking funny!
I would have loved to have been in the board room when the new changes were discussed. I wish someone would decide to spruce up our steel industry "Iron Age" circular. I can just see it now "Women of the mill: a closer look at the BOF shop gals".
Yep, there's nothing like a girl with some impressive "mounding" (man-made or not) wielding an oxy-acetylene torch. Right in line with the gal gripping the big spanner you see in so many car-repair shops.
I do think they have underestimated the ability of their target market to separate their competing interests when choosing a magazine. If they want to learn about agronomy and drainage they would pick up GNCI. If they are looking for tips on laying some pipe, one of the lad mags (FHM etc..) should suffice.