Brands over time

Magnet
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

88 of Magnet's own blog posts, press releases and announcements, 2021 to 2026, measured sentence by sentence. How the writing has moved over the years, how it compares with 8 other DIY and home brands, and what it sounds like in its own words.

Pages measured
88
Years covered
2021–26
Archived before ChatGPT
0
Blog · press
81 · 7

01 · Homepage

One capture a year

Magnet's homepage from 2000 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026magnet.co.uk14 Jun 2026
Magnet homepage, 14 Jun 2026

Screenshot of Magnet’s homepage (magnet.co.uk) as archived by the Internet Archive on 14 Jun 2026. © Magnet or its licensors. Shown for comparison and review; not endorsed by Magnet.

Homepage

2026

“Start your kitchen journey”

Page title

Fitted Kitchen Specialists & Kitchen Design Experts | Magnet

Open on the Internet Archive
  1. 2007Come and tell Magnet what happens in your kitchen
  2. 2017service Our Full Circle Service
  3. 2019We can make your Pinterest kitchen a reality. Interested?
  4. 2022The Great Indoors Summer Event
  5. 2024Latest Kitchen Offers
  6. 2026Start your kitchen journey

15 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
5
10
15
Home avg 12.8
13.3
13.2
10.9
12.2
12.6
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
2019no pages
2020no pages
20212 pp
202230 pp
202311 pp
2024no pages
202531 pp
202614 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
202113.32
202213.230
202310.911
202512.231
202612.614

Years with pages: 2021 (2), 2022 (30), 2023 (11), 2025 (31), 2026 (14). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Before and after

2019 to Nov 2022 against 2024 to 2026

The same measures on 31 pages from before ChatGPT launched and 45 pages from 2024 on. A change here is a change in style. It does not show how any page was written: people used every one of these words and shapes long before 2022, and SGR-011 found most of the shift across brands was a trend already under way.

Measure2019 to Nov 2022 · 31 pp2024 to 2026 · 45 ppChange
Sentence length
13.312.3−7%
Sentence rhythm
0.700.64−9%
Contractions
11.19.8−12%
"You"
70%86%+16 pts
"We"
26%13%−13 pts
Questions
5.04.0−19%
Exclamations
2.050.38−81%
Long words
24%30%+6 pts
Em dashes
2.271.93−15%
AI-associated words
1.211.73+43%
AI-era marketing words
0.941.22+31%
Quieter LLM-favoured words
0.541.19+120%
AI-associated sentence shapes
0.120.16+34%
Page length
1,8091,418−22%

Each row is scaled to its own larger value, so rows compare within themselves, not with each other. Before = 2019 to Nov 2022 (31 pages); after = 2024 to 2026 (45 pages). Method: SGR-011.

04 · Against its sector

Magnet among DIY and home brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Em dashes

    48% more than its sector

    1.88 against a sector average of 1.28; 3rd highest of 8.

  2. "We"

    44% less than its sector

    19% against a sector average of 34%; 3rd lowest of 8.

  3. Questions

    43% more than its sector

    4.4 against a sector average of 3.1; 2nd highest of 8.

Sentence lengthMid-table, 4th of 8
Magnet 12.4
9.716.6
Contractions2nd lowest of 8
Magnet 9.8
8.714.3
"You"2nd highest of 8
Magnet 79%
9%88%
"We"3rd lowest of 8
Magnet 19%
7%88%
Questions2nd highest of 8
Magnet 4.4
0.16.4
Long words2nd highest of 8
Magnet 28%
20%31%
Em dashes3rd highest of 8
Magnet 1.88
0.182.24
AI-associated words3rd highest of 8
Magnet 1.46
0.492.59
ExclamationsMid-table, 4th of 8
Magnet 1.16
0.001.97
Page lengthHighest of 8
Magnet 1,613
5941,613

Pages measured: Wickes 135 · Screwfix 8 · Homebase 121 · Dunelm 45 · Habitat 35 · Oak Furnitureland 18 · Magnet 88 · Farrow & Ball 16 · Dulux 134. Measures and method: SGR-010; this sector and its brands were added by Brands over time, measured exactly as the studies measured theirs. Sector averages and ranks cover every brand in the sector on this site.

05 · Vocabulary

Words Magnet uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

kitchen482.9 vs 20.1
design128.9 vs 17.6
cabinets73.0 vs 2.7
worktop38.0 vs 1.7
shaker34.0 vs 1.5
island48.7 vs 0.6
plan29.1 vs 3.2
brass26.3 vs 1.5
traditional28.8 vs 4.8
flooring29.0 vs 5.5
cooking23.9 vs 2.6
modern36.5 vs 9.4
natural43.2 vs 13.5
stone22.8 vs 2.6
cabinetry32.1 vs 0.6
MagnetSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 88 pages. Checked for product names and page furniture.

06 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

202121 Dec · Blog
“Here at Magnet, we’ve been kitchen specialists for over a hundred years and it’s safe to say, during that time, we’ve seen more than our fair share of short-lived kitchen novelties and timeless kitchen classics.”
Retro kitchen trends
202230 Aug · Blog
“Good kitchen flooring can make a difference to the overall look and feel of your kitchen. Not only does it have to be aesthetically pleasing, but it also needs to be functional and be able to withstand everyday use.”
Kitchen Flooring Ideas
20253 Apr · Blog
“Nostalgic design is making a triumphant comeback, weaving the charm of the past with the functionality needed for modern living.The mid-century modern style offers an iconic and timeless aesthetic that can reimagine any ordinary kitchen into a space filled with character and warmth.”
Mid-century modern revival kitchens
202620 Mar · Blog
“Your laundry room is the unsung hero of the home. It may not be the most glamorous part of your house, but transforming it into an efficient and stylish space can make all the difference to your daily routine.”
Laundry Room Ideas: Creating an Efficient Space

07 · Every page

All 88 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 88 count towards the measures. Pages with no reliable date count in the overall numbers but in no year.

202614 pages
202531 pages
202311 pages
202230 pages
20212 pages

08 · Method

How this was measured

The pages

Magnet's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.