Hooking an AudienceThe perfect fishing day--cool, rushing water, bright sun tempered by the cloud- Fly Fusion magazine is for those who want to learn about fly fishing as well as those who want to become better fly fishers. The quarterly started with "the desire to provide fly anglers with instructions on how to fish," says managing editor Derek Bird. Just don't expect to get tips on where to fish. "A few of the streams that I grew up fly-fishing went from quiet and peaceful to overcrowded in just a few years because of all of the attention they were getting from destination pieces in fly-fishing magazines and television shows. I found that a lot of focus on one river creates a fisheries management nightmare. Our magazine wanted to appeal to fly anglers while helping the conservation community avoid the crowds." Fly Fusion urges readers to find their own favourite fishing holes while using the magazine's tips to improve performance. |
In This Issue...Hooking an AudienceNews- CMF Key Changes Events- Calgary Folk Fest - Unlimited Launch Party - RAMMping up for Read - Freefall Poetry & Prose contest
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The essence of fly-fishing for brothers Derek and Chris Bird (publisher) began with childhood memories of the outdoors. Their father's passion for fly-fishing extended to the magazine that is a business as much as a family affair, with most family members lending their unique skills to the publication. Publisher Chris explains the roles: Derek and his wife Jenn look after the magazine's editorial content; mom Sandy is responsible for selling subscriptions; dad Gary manages government funding communications, and Chris's wife Jennifer is the Office Manager and "head bean counter. Family plays a substantial role and we wouldn't have it any other way." Though fly-fishing is itself a centuries-old sport, Fly Fusion highlights new innovations, making it very popular with readers. "Fly Fusion is currently the only hard copy fly-fishing publication to launch a multimedia/electronic version (set for this fall). It is the only Canadian fly-fishing publication to be picked up by national retailers in the United States and continues to see sell-through in excess of 60%." With momentum like that, it's no wonder they've hooked an audience. |
News
( http://www.canadianheritage.gc.ca/progs/ac-ca/progs/fcm-cmf/neuf-new/annonce0607_e.cfm ) Events
Edmonton: www.unlimitedmagazine.com |
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dotted sky, and a perfect breeze to boot. In the midst of it all, a lone angler stands waist-deep in the river and deep in concentration. Such fly fishers are a dedicated bunch as evidenced by their endless patience, and their painstaking re-creation of insects (better known as fly-tying) requiring special tools, synthetic and natural materials, and the utmost attention to detail. 
As though magazine design isn't challenging enough, try adapting a tactile sport to the magazine medium. Fly Fusion "requires superior photography from our writers and includes diagrams, step-by-step instructional pictures, and sidebars," says Derek. Furthermore, there are the difficulties of making instructional editorial exciting. "We definitely do not want to lose the beauty of fly-fishing in heavy instruction so we make sure that there is somewhat of a balance between the 'step-by-step' and photographs that capture the essence of fly fishing."