Angling Trade Magazine Acquires Fly Fishing Trade

Fly Fishing Trade publisher Joe Daniels — who also publishes Wild on the Fly, a magazine for destination fly fishers — has agreed to an acquisition of his three-year-old trade magazine by Angling Trade, which will print its first issue just before the Fly Fishing Retailer show in September. Angling Trade will be edited by former Fly Fishing Trade editor Kirk Deeter. We’re guessing Deeter, whose name some may recognize as the co-author of two very well done books out of Willow Creek Press, Tideline and Castwork, will bring a boatload of skill to the new publication.
For more information and the full press release, read the extended entry.

Boulder, Colo., July 30, 2007 – Angling Trade magazine and Fly Fishing Trade (FFT) magazine today announced an agreement under which Angling Trade will acquire Fly Fishing Trade. FFT has been the independent voice of the United States fly fishing industry since its inception in 2004.
Kirk Deeter, editor-in-chief of Angling Trade and former editor of Fly Fishing Trade, notes that the deal consolidates coverage of key issues and trends in the North American fly fishing industry under one title.
“We are excited to have this opportunity to build on the efforts of Fly Fishing Trade and pledge to continue a tradition of fair, balanced coverage of the fly fishing market in North America,” said Deeter. “We understand that we are working in an often turbulent business environment, and we will continue to bring to bear attention to key issues that only a U.S.-based magazine, run by writers and editors who embrace fly fishing as a personal passion, can deliver.”
Terms of the acquisition were not disclosed, however both parties acknowledge that a fair and equitable transaction was reached. The agreement also ends a growing level of competition that both parties acknowledge had become confusing to advertisers and ultimately unhealthy for the industry.
“There really isn’t room for two trade magazines in a marketplace the size of fly fishing. Ultimately our goal is to insure that a viable business publication exists to serve the needs of our industry. To that end, we are excited to ‘pass the torch,’ and I feel confidant that the new Angling Trade will be published with appropriate energy and focus on a market that desperately needs high-level reporting to serve the business needs of its constituents,” said Joseph E. Daniel, publisher of Fly Fishing Trade. “It’s been an honor to serve the industry in this capacity for the last three years and I hope we’ve made a positive difference to the fly fishing community. We wish Angling Trade well. We support their efforts, and I will personally continue to contribute my perspectives and efforts to ensure quality coverage of the key issues that impact this market.”
The final issue of Fly Fishing Trade will be published in early August 2007, in advance of the Fly Fishing Retailer World Expo trade show in Denver. The first issue of Angling Trade will debut in early September 2007, also in advance of the FFR show.
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For more information:
Kirk Deeter, Editor, Angling Trade, 303-838-8708,
Joseph Daniel, Publisher, Fly Fishing Trade, 303-442-8857,

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  • I saw this on the news wire yesterday and thought to myself, “Who cares?” And I wonder why they didn’t just say they were changing the name of the magazine from Fly Fishing Trade to Angling Trade to broaden their market demographics?

  • Clyde Pullen

    Fly fishing and fly tying are growing as evidenced by the number of catalogs available and the on line traffic.
    There is a definite need for a “Warmwater” Fly Fishing magazine. There are several online site of fishermen who are sharing tech. and fly patterns and advise to help other new Fly fishers. Bass Pond and Warm Fish are two of the most active, but many trout and or Saltwater sites have a Warm water section which are very active. I want to encourage these publishers or other publishers to produce a good “Warmwater” Fly Fishing Mag.
    Most of the Fishermen in America can only fish one or two days a week at most. They usually travel less that 100 miles to fish. Most do not have the big bucks to fish offshore, or to travel to exotic places around the world to fish, so their own back yards are where they fish. Trout & Salmon streams / lakes are not always accessible or overcrowded. So, they fish for warmwater species. Not as glamorous as “Golden Trout,” or “Chinook” but they still enjoy fishing.
    Yes, it will take the advertising dollars to make it pay but I feel you could easily get 200,000 subscribers!
    Someone please publish one. Thanks, In His love, Clyde E. Pullen