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Magazine angles for new market

WHAT began as a fishing show with a female bent has spawned a full-colour magazine that’s proving a bit of a hit in the angling community.

Presenter of local production Fishing WA, Steve Correia, said the popularity of the spin-off website developed in tandem with the television series had prompted the move into the print media.

“Our website is mega popular but the general public doesn’t necessarily have access to the Internet … especially anglers, so we thought ‘why not make a publication similar to our website,’” he said.

The process to develop the publication was aided by

a large collection of material

the Fishing WA team holds.

“All of us are pretty prolific writers. I could write between six and seven thousand words a week, so we’ve got stacks of info,” Mr Correia said.

“The plan is, rather than pick up a magazine with a jumble of information, each one will have a theme. The first issue is about taylor and the next issue is about rivers.”

There are a number of different fishing publications on the market however at just $2, Fishing WA is significantly cheaper and has a broader appeal than its main rivals, such as Western Angler and Westcoast Fisherman.

“Most of the people on the team of Fishing WA haven’t been in the industry for a long time,” Mr Correia said.

“For Ira Fehlberg the editor, this is his profession, because he reads fishing magazines and goes fishing, so he knows what people want to read about.”

Fishing WA also is one of a very select group of angling publications nationally that includes articles written by women. Fishing WA is very aware of its female fans and audience share, so much so that the word “fisherman” is conspicuous by its absence, both from the television program and the newly-launched magazine.

Mr Correia claims the popularity of the first edition is a result of the $2 price tag and the enormous goodwill associated with the television series that exists in the community.

“One third of the population went fishing in WA last year and ten million fishing trips were undertaken,” Mr Correia said. “As a result, a third of the population is our market.”

In a very flat advertising market across the board, there also is strong support from the advertising community.

“For the first issue we didn’t seek any advertising, we just wanted to get the magazine in print, but we actually generated a lot of advertising,” Mr Correia said.

Fishing WA is poised to launch the second television series on Channel Nine and WIN TV across regional WA.

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