MidCurrent and Angling Trade Announce Partnership

MidCurrent and Angling Trade will join forces to produce more in-depth fly-fishing gear coverage, the two companies announced today.

Read the full press release in the extended entry.

“Fly Fishing Gear Guide” to Include Online and Print Resources, with Consumer and Trade Variations

Fort Collins, Colo. (July 12, 2011)–MidCurrent, which reaches the largest audience of any fly fishing media brand, and Angling Trade, the only publication (and website) specifically targeting the business of fly fishing, will partner on a “Fly Fishing Gear Guide” and other gear-specific content related to fly fishing products and services.

The co-branded joint venture will include online gear reviews, product listings, and a manufacturer database in both consumer-focused and business-focused versions.   MidCurrent/Angling Trade will also produce a printed “Fly Fishing Gear Guide” annually for angling consumers.

Kirk Deeter and Tim Romano, co-publishers of Angling Trade, will assume roles as co-editors of gear content for MidCurrent.  The companies will integrate editorial, sales, and marketing resources related to coverage of fly fishing products and services.

The partnership combines the resources of the largest consumer media brand in fly fishing with the media outlet that reaches every manufacturer and retailer of fly fishing products in North America.

“It’s a classic yin-and-yang relationship.  Fly fishers are keenly interested and in tune with the latest and greatest product-gear is the factor that drives this market, for both retailers and consumers,” said Kirk Deeter, co-publisher and editor of Angling Trade.  “In terms of total influence, MidCurrent reaches a larger readership than all the other fly fishing vertical publications and websites combined. And AT specifically reaches the people who sell anglers products.  Collectively,  AT and MidCurrent think we can profoundly impact consumer and retailer attitudes about new product with candid, straightforward gear coverage that lives both online and in print, with versions that serve consumers, dealers, and manufacturers.”

“The MidCurrent/Angling Trade partnership will give consumers access to richer, more current gear reviews and in-depth product coverage,” said MidCurrent publisher Marshall Cutchin.   “Fly fishing product designers will now be able to connect directly-through a single channel-with both information-hungry anglers and retailers.”

The agreement is effective immediately, and will include coverage of new product information unveiled by manufacturers at ICAST, Outdoor Retailer, and the International Fly Tackle Dealer (IFTD) trade show in New Orleans.

Angling Trade is coordinating the “New Product Showcase” at IFTD, and will produce content on new products to be distributed via Anglingtrade.com and MidCurrent.com.

Following IFTD, MidCurrent and Angling Trade will create and maintain a database of manufacturers and products, as well as a comprehensive lineup of product-specific reports, with an annual print version to follow.

For further information, please contact Tim Romano at [email protected] or Marshall Cutchin at [email protected].