Your Family Tree

Positioning
The definitive guide to researching the family tree.

Background
Over half the British public are interested in tracing their family history, according to a survey conducted by www.1837online.com. And as the 'roots mania' bug takes hold, with an ever-growing number of old records and archives going online, Your Family Tree magazine is ideally positioned to reach this booming market. Balancing the use of PCs and the Net with the many traditional means of research, Your Family Tree makes tracing family history accessible and rewarding for everyone.

Profile
Your Family Tree offers practical advice, written by experts, on all areas of family history research. Each issue covers an array of old documents, answers readers questions, and puts family historians in touch with one another. The magazine features a covermounted CD-ROM for Mac and PC containing an array of genealogy resources, as well as a pull-out region research card (contacts, map, plus key local resources and historical facts) and four collectable surname index cards every issue.

Readership demographics
• Male: 54%
• Average age: 54
• Average annual household income: £30,000

Readership profile
• 39% are retired, 36% work full-time, of all those who work (full or part time) 47% work in managerial or professional occupations.
• 21% started researching family history within last year, 25% have been researching for over 10 years.
• 31% describe their research expertise as beginner level, 55% as intermediate.
• 87% find the advertising in Your Family Tree useful, 67% have taken some form of action from the advertising.
• The average spend in the last year on research materials or equipment is £133.
• 80% use a computer regularly to research family history.
• 77% use a genealogy application, 35% use Family Tree Maker.
• 94% are internet users, 95% of these users trace their family history using the internet, 55% access other history sites, 60% shop online.
• 93% keep their copy for reference, spending on average just over 3 hours reading spread over 6.5 occasions.

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