Oddly, the fly fishing industry didn't grind to a halt while I was fly fishing in Montana (a pretty clear example of poor judgment), but time passes, another grain of sand falls, and because the fly fishing industry could frankly use the help, we're giving you the Underground's unique take on the Fly Fishing World in:
The Friday Fly Fishing Industry Follies
One Small Step for Blogging, One Giant Step For....
While I was battling the wind in Montana, Orvis quietly launched their
OrvisNews.com group blog/media site.
Some laughed when I predicted that Orvis would continue to kick marketing sand in the face of the rest of the industry, but if you're still laughing, do this: Visit the newly remodeled Orvis corporate/ecommerce site, poke around their podcasts, fishing reports, conservation pages, social media and (now) their blog.
Then go visit the websites of the other top fly rod manufacturers.
Tell me which group represents 1999-era online marketing technology, and which offers something a bit more current.
No hurry. Take your time.
We'll wait here for you to return.
[waiting... waiting...]
Meanwhile, We See Two Radically Different Takes On The IFTD Trade Show
The IFTD trade show in Denver has come and gone, and as the flurry of gear stories dies down, the larger questions about AFFTA, the trade show and the industry remain - especially given the radically different take on the show offered by two industry blogs: Angling Trade and Wicked Outdoorsy.
Kirk Deeter of Angling Trade takes a
decidedly glass half full look at the IFTD show, which he admits is one of the smallest in recent memory:
As with so much in fly fishing, managing expectations is the name of the game. And I think part of the good feelings after IFTD stem from many people having exceptionally low expectations going in. In truth, it was indeed a smaller trade show, at least compared to the past. It had lighter attendance. I talked to the reps who had 12 dealer appointments last year, and this year only had five. But I also talked to dealers who said the Far Bank business they wrote at the show was enough to justify their travel expense. I talked to manufacturers who opened new accounts throughout the country in the past few days. I talked to dealers from around the country who were energized about the prospect of regional and national "retailers associations."
The general perception I walked away with, was that the show was smaller in scale, but larger in "mojo." There was more action. There were also many innovative new products unveiled.
Meanwhile, the
Wicked Outdoorsy blog was decidedly less enthusiastic about the IFTD Show:
Last week, two trade shows went down in two different places, spotlighting two different markets heading two different directions. The IFTD fly fishing show (where I was) brought a record low turnout for an industry trying to rally itself to the sleepy downtown scene of Denver. Though "optimism reigned" and "the quality of conversation exceeded the quantity of attendees", the aisles were pretty much full of carpet, and not much else. The fly fishing industry is battling to remain an industry -- that is, to not be sucked into the world of conventional fishing (ie, spin fishing) -- and is doing just about everything they can to remain pure, even if that means isolating themselves in a smaller and smaller ivory tower.
Later, he says:
But it is to say that the concept of a trade show for fly fishing is, and should be, on the chopping block. If a show isn't going to be supported by the bulk of retailers, or by the bulk of exhibitors, then it's just. Not. Worth. It.
Reading the two posts side-by-side offers a shortcourse in alien perspective (e.g. "more innovation" vs "less" innovation); one's written for a fishing industry trade blog/magazine while the other writer works across multiple outdoor industries (including several that are far, far bigger than fly fishing).
Once the gushing about the show subsides, what's left is the real question; is it relevant, or a waste of time?
Consolidation, Thy Name Is....
Ross Reels has been acquired by corporate giant 3M, and while we're saddened to report the press release reads like it was written by a PR drone (
"The combination of the well-recognized Ross Reels brand products with 3M's Scientific Anglers branded fly fishing lines, reels, rods and accessories will allow 3M to better serve consumers and retailers...zzz...zzz...zzz"), the news might excite the Ross Fanboys in our readership.
(Industry Trivia Quiz: The Ross Reel Company was founded only an hour away from TU/Man Cave World Headquarters....True/False?)
Still, no fan of the Phillipson Fly Rod Company has yet forgiven 3M for buying Bill Phillipson's crowning achievement, then immediately shutting the company down, forever choking off our supply of affordable impregnated bamboo fly rods (and the best glass rods of the era [sniff, sniff]).
Sure, four decades is a long time to hold a grudge, but the Underground's blood runs heavy with Scottish && Irish genes; we never forget, and don't get mad so much as
get even.
You better watch your ass, 3M. We're watching you.
See you outside the industry, Tom Chandler.