Heritage Magazine Readers:

Transport dominates their interests- Railways 85.71%- Other Transport 35.71%

Read magazines between “Once or Twice a Week” to “Monthly” on average.

76.19% of the readership is involved in their chosen heritage interest.

Travel is very popular with the readership, with 85.71% traveling for small breaks related to hobbies very often and regular holidays.

They have a strong preference for their interests and are not interested in a mixed heritage magazine.

They value niche magazines such as these very highly and so are willing to pay between £3 and £4 for such a magazine.

Photography and presentation matters with 54.76% saying it is always a deciding factor on buying a magazine.

Content needs to be balanced and not biased as there are many subcultures in the heritage sector.

Male: 90.48%Female: 9.52%

Age Range: 13-75 with most readership between 13 and 45

Employed: 53.66%Unemployed Student: 21.95%Employed Student and Retired: 12.20%