I know a guy, he’s been fly-fishing for more than 20 years. He averages about 40 days of fishing each year, much of which occurs on his homewaters less than 100 miles from his front door; but this also includes a couple of trips by car to neighboring states or regions (or even provinces, as Canada is within striking distance)—and often a pretty special destination-lodge trip annually or maybe every other year, depending on budget and family obligations. In addition to actual fishing, this guy thinks a lot about the sport, and is dialed into knowing as much as possible about how gear works and what’s the latest advancement, the goal of which is to be armed with superior product on the water. I could be describing myself; I could be describing one of our writers; but I’m describing you.
We’ve been in business for 31 years because of you, our dedicated audience, and we truly value your readership. So do our advertisers. Believe me, they know how serious and experienced you are. And, by a long shot, their goal is to make your fishing more successful and enjoyable. Advertisers also make this magazine viable, of course; without them, the cost of entry to these pages through subscriptions and newsstand price would be a whole lot higher. So it works to everyone’s benefit when you give the advertisers you see in our pages a close look; these folks mean business and they want your business. And to complete the sense of community, when you get in touch with an advertiser, let them know you saw their ad in FR&R—it’s good feedback that their message is reaching the right people. In today’s fast-changing culture, where media choices are rapidly evolving, I think it’s nice that these simple, direct relationships hold true.
A little in-house advertising: If you haven’t seen our 2010 Digital Trout Annual, please go to flyrodreel.com. This 100-plus-page special digital edition, produced much like a newsstand-only annual magazine with fresh and original content about trout fishing, is free for the flipping or downloading. Our Regional Reports from the Yellowstone area are helpful all through this year’s season; and you won’t want to miss the bonus Sporting Life column by John Gierach. The Trout Annual launches off of our home page flyrod reel.com. Please tell us what you think, firstname.lastname@example.org.