The Wall Street Journal featured RBFF and its Take Me Fishing and Vamos A Pescar brand campaigns in an online article titled “Does fishing have a future? As the young turn away from the sport, companies and schools look for new ways to reel them in.” (click image for full article scan)
In the article, RBFF President and CEO Frank Peterson points out the need for the recreational fishing industry to find and mine new demographics.
“I go to all the industry meetings. I’m a 67-year-old pale white male. I look out at the audience, and they all look like me. We need to attract more diverse audiences and women,” says Mr. Peterson, whose “Take Me Fishing” program (and “Vamos a Pescar,” its Spanish-language counterpart) provides newcomers with everything they need to know—from tackle recommendations and knot-tying videos to finding a place to fish.
In addition, RBFF Marketing and Communications SVP Stephanie Vatalaro emphasized the importance of getting more women into fishing.
“Only 19% of women who fish identify as an angler,” says Ms. Vatalaro. “They’re going into tackle shops and reading fishing magazines, but they don’t see themselves. And they’re not sticking around.”
The Wall Street Journal’s website draws 43.9 million visitors per month. The post was also promoted via the Wall Street Journal Twitter account, which has 16.8 million followers, and the Wall Street Journal Facebook page, which has 6.3 million likes.