But the idea that Republicans need to win back women is actually pretty old school. After the 2012 election, the Republican National Committee said the party needed to have a renewed focus on women-oriented policy and outreach if it wanted to succeed in the future. Republican outreach to women has been newsworthy for far longer than that, though -- like 100 years longer.
Here's a New York Times article from June 22, 1919, about a conference titled, "How to make women feel at home in the Republican Party."
Four years later, there were no women on the Republican National Committee, which inevitably led to criticism from the opposition. Here's another article from the New York Times.
Rep. Cordell Hull, who then chaired the Democratic National Committee, said, "The Republican women of America are entitled to the sympathy of all good citizens in their most embarrassing and mortifying situation of being obliged to kiss the hand that smites them."
The list goes on and on. In 1934, The Washington Post published an article that began: "Woman, whose pale political wand has grown into a persuasive party cudgel the last few years, may prove the strong arm behind the resuscitation of the Republican Party. Youth is another revitalizing factor to be counted upon."
In August 1983, then-Sen. Richard Lugar wrote an op-ed in The Washington Post on trying to make the Republican Party appeal to women.
They were still thinking about how to recruit women the following year.
In 1994, the GOP was "trying to rid itself of the "popular conception of Republicans as a homogeneous party of uncaring, rich, white men."
On Thursday, RNC chair Reince Preibus went on MSNBC to discuss the new report and said: "I think the point of that poll wasn't reported by Politico. The point was, if you looked at it, women were rejecting the Democratic Party by 40 percent; they were rejecting the Republican Party by 50 percent. I don't think either party can do a victory lap here."
Host Chuck Todd, who conducted the interview, pressed Priebus on the poll's particulars on economic issues -- where Democrats have a big lead with women. Democrats, of course, have been trying to appeal to women for ages, too -- just with more success.