The transformation of the women’s press during the NEP period is examined in the article, attention is paid to the specifics of the functioning of family and household magazines for women, on the pages of which both the reforms and events of the Soviet era and pre-revolutionary values were reflected. The authors strive to identify the role that the “Magazine for Housewives” and “Women’s Magazine” played during the NEP period, supporting the family world in all its diverse social and spiritual manifestations; to clarify the ratio of traditional and innovative journalistic approaches in the formation of family and everyday media discourse. The results of a quantitative and qualitative content analysis of the publications of the “Magazine for Housewives” and “Women’s Magazine” of the NEP period are presented in the article. The novelty of the research is seen in the analysis of the structural, thematic, functional features of women’s magazines of the NEP era. Special attention is paid to the author’s body, including the previously unexplored works of A. S. Voznesensky (real name — Brodsky), who signed his materials with the pseudonym “Ilya Rentz”. It is concluded that non-state women’s editions of family and household orientation appealed to the experience of pre-revolutionary journalism and, discussing the reform of everyday life and family, continued to write about traditional family values.