This Is Fly, issue #2
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Dunfly –
The fact that it hit the art department meant no one at the publication understood and caught the error.
I’m looking forward to hearing the Jim Babb interview but I would ask what fly fishing magazine’s content isn’t controlled by advertising dollars?
For whatever it’s worth I do agree with that “predominate rule”. The “industry” (or whatever it is) is way too small for everyone to be publicly bad-mouthing each other, nothing good would come of it.
The sub-par gear gets outed pretty quickly as it is and personally I wouldn’t be upset if I never saw another gear review in any of the magazines at all.
I think unless you are rich enough to fund your own mag you are always going to be in a tight spot with advertisers, especially in a niche market. I’ve said before that the gun magazines have always bothered me a bit because it seems almost impossible to get an honest review of a gun. Several times I have chuckled while reading about a lesser quality gun tested that they actually had to send back for repairs during testing, but still seem to think it was the greatest gun ever. However, I can understand in a way…the advertisers for that media tend to be a much smaller pool than some, and if one major firearms manufacturer pulled out, it would hurt.
Its kind of fun to read between the lines anyway…if it is a good writer they usually send subtle hints if the items of gear is not very good. I like to make my own decisions at the shop while kicking the tires on the gear anyhow.
The value of this board is that you can get honest feedback on gear…I’ve gotten a ton of info from the members.
Putting aside concerns about their editorial content — as noted by others — I’d point out the video found on Page 67. Very impressive.
This mag targets the dudes that would leave their wife on the delivery room table because their buddy called and said the Salmon Flies are popping on the Hank.
But see, you aren’t REALLY going to do that when the chips are down any more than the guys who read the printed magazines but don’t actually fish a lot are ever going to actually go anywhere from the “destination” pieces.
It’s still shameless marketing to the audience’s sentiments, so to each his own. I agree this is one of the most refreshing things to come out in a while though. I still think the Drake is much better but then these guys are 3 for 0 getting it out monthly while the Drake still arrives via Unicorn-Express so that’s got to count for something.
Definitely more interesting than any catalogue I’ve read lately though. I think the way Gordon Churchill’s piece on the gill netting integrates the video into the story is the first thing that shows the full potential of this sort of deal. The mix tape thing kicks ass though, and I’m intrigued by the monthly “theme” concept as well.
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