RAY SCOTT OUTDOORS
Presents
Short Casts & Backlashes
By Bob Cobb

UP AGAINST THE WALL, BUBBAS – The folks that publish the financial newspaper – The Wall Street Journal – probably view wildlife as in the confines of New York City, but they confuse the issue of what’s a fisherman.

 Disgustedly, you’ve probably watched the misguided TV commercial.   Two twins are separated at birth.  The “unfortunate” one ends up in a household that subscribes to an outdoor-fishing magazine.  The chosen twin is graced by a family that reads The Journal. 

 Fast-forward later in their lives, and the unlucky one is living at home, stuck in front of the cable-tv…watching fishing shows.  Meanwhile, the Wall Street Journal pawn has spawned a life-style of glitzy cars, mansions and overweight success.

 The Wall Street Journal’s circulation campaign serves to picture all fishermen as the “Bubba” breed.  If their investment insight is no more on target, as to the investment anglers make in the contribution to the nation’s resources and wildlife, maybe the Journal is the leaky boat.

 As to targeting the marketplace, maybe the insightful advertising people on Madison Avenue need to venture outside.  Reportedly, there’s 52 million fishermen out-and-about.  Including several that made it despite going fishing, such as former President George Bush and the current Republican candidate George W. Bush.

 Apparently the circulation-promotion staff of The Wall Street Journal doesn’t even read their own publication.  As evident with the page one story (December 8, 1999) on the booming success of bass boat builder Earl Bentz and Triton Boats.  Robert Johnson, staff writer, noted:  “Mr. Bentz’s personalized approach to marketing has helped propel his privately owned Triton Boats to the top of a $500 million industry.”

 Incidentally, the toll-free number listed in the advertising TV-slam on fishing is 1-800-942-3600.  Tell ’em Bubba called to order the “Fishing Magazine.”