What to do when the UK edition won’t work overseas
Your Family Tree is a somewhat unique magazine and I’m not just talking about the niche subject matter. When it’s sold in print overseas (outside of the EU) it has a change of name to Your Family History. This is different to most magazines which would just change barcodes. The content of both magazines is the same but, due to an existing copyright issue, YFT becomes YFH.
Generally we use the same cover but change the size of images to fit the different logo proportions. Issue 95 changed all that, as the main cover was based around a British military service theme! It was felt that whilst overseas readers might have relatives who served in the British military, they wouldn’t pick up this themed issue. This was compounded by the fact that YFT95 was also a bumper package in a sealed card wallet – which meant that they couldn’t flick through the mag to see other content.
We solved the problem by catering our social history feature towards early overseas settlers and changed the focus of the cover to an iconic Mayflower painting. The package still had the same exciting content and gifts but now looked irresistible to our US readers. It was a bestseller to boot. Result!
© Future Publishing limited 2012