A Heddon Luny Frog Dealer Poster

The following image of a Heddon Luny Frog dealer display poster was printed in a 1927 fishing guide. It’s an outstanding image that I am 100% sure was printed in glorious color … the question is, has anyone ever seen this dealer display??? Note the treble hook on the Luny ... it was offered with both a double and treble belly hook direct from the factory.



— Dr. Todd

Voices from the Past: Heddon (1906)

The following article was published in The Western Field: The Pacific Coast Magazine for April 1906. It contained the accompanying ad which is an interesting piece of Heddon history in its own right. It's certainly hard to believe today, but in 1906 lures were still considered a "novelty."



SOMETHING NEW IN BAITS.

A most artistic book showing the famous "Dowagiac" casting and trolling baits and their peculiar blended colors, is being distributed this year by Jas. Heddon & Son. of Downglac. Mich., whose advertisement appears in this Issue. The color plates, which must cost many hundreds of dollars, are simply perfect, and the perfect workmanship of "Dowaglac" bait is shown in a perfect piece of printing. Every sportsman will be interested in seeing this exceptional booklet. It will be sent free on request by Jas. Heddon & Son.

These manufacturers have certainly established themselves generally in the good graces of sportsmen throughout the United States and Canada by the high quality of their novel and unique productions. They have established a new standard in design and quality, all their products and their goods representing the very highest attainment in fishing tackle productions.

Reports reaching us from many parts of the country indicate that lovers of the rod are breaking records with the use of the "Dowagiac" casting and trolling halts. The advantages of artificial bait are being conceded more and more even by those who formerly thought that live bait alone served the best purposes. It is pretty well known that in the great majority of cases game fish strike only to attack the lure, and if the artificial bait is made right It will attract more fish and certainly will keep the fish on the hook when he might slip off ordinary bait.

A piece of painted wood with some twisted metal attached is no criterion for artificial bait, and the sportsman cannot judge the value of artificial bait by any such standard.

A perfect trial with the right kind of artificial bait quickly convinces you that you can catch more fish and bigger fish than with live bait, not to speak of the many conveniences of the artificial bait.

We are glad to say – and most sportsmen will agree with us – that the Dowagiac casting and trolling baits represent the acme of fishing tackle productions. The manufacturers Jas. Heddon & Son, of the Dowagiac, Mich., have set a new standard in the design and qualitv or their products. This year they are issuing a book showing their minnows from beautifully blended colors, the printing of which cost many hundreds of dollars. These color plates are as perfect and beautiful as any we ever saw. "Drop a line" to Jas. Heddon & Son Dowagiac, Mich., and you will catch one of the booklets.

-- Dr. Todd

The Story Behind the Heddon Jenny Mohawk Wood Minnow

In January 2013, one of those events occurred that causes the entire collecting world to catch its breath. In this case, an honest-to-God Heddon Jeanette Hawley "Jenny Mohawk" minnow in a wood slide top box came to market. Of interest was that the seller was 21st Century Antiques, a small family-owned auction house in New Jersey owned by Chris Doerner and his wife, and not one of the major sporting auction companies. Utilizing Auctionzip.com, the lure was accessible to on-line bidders, and after causing absolute chaos on some of the popular chat boards such as Joe's Old Lures, the hammer came down on this gem at an even $20,000.





But the story behind the lure is almost as remarkable as the final auction price. I recently spoke to Chris Doerner who gave me the story behind the lure. It was discovered in the attic of an old home by a pair of homeowners in their sixties. Believe it or not, they were planning on selling it at a garage sale -- and they were going to charge a whole $5.00 for it!

Fortunately, they never got around to having the garage sale, and the lure sat in its wooden box on a shelf in their garage. That's where Chris and his wife came in -- when he saw the lure, his first thought was that it was worth between $400 and $500. The owners were floored.

While Chris is not an expert in fishing tackle, he is an expert in collectables, and began to do his research as well as his promotion on line. He stumbled across Joe's Old Lure's message board, and posted a link to the catalog, which included the lure.

"Not 5 minutes after I posted, someone called and tried to buy it for $10,000," he said with a laugh. He knew then he had a screamer on his hands. He went back to the owners and did a little more sleuthing, and took a whole lot more photos. He discovered it was likely purchased in Bordentown, New Jersey, and never fished.

He received a lot of communication from collectors, about half of whom said they thought the box was original and half who did not. One thing he regrets is that the photos were not able to show that the wooden box top actually said "Dowagiac Minnow" on it, so he's convinced it is correct.

So was the final bidder. I asked Chris if he was surprised at the hammer price of $20,000. He laughed again. "Not really," he said, "but the owners were. It's hilarious to watch an older woman who can't stop giggling."

It was one of those once-in-a-lifetime finds that makes the auction business so much fun to work in. "In the auction business, items have a tendency to go on the auction merry go round," he concluded. "They go through antique stores, markets, and auctions. We have received items three years after we've sold before -- and we know this because they never took our auction stickers off! Whenever you get fresh to the market like the Heddon Jenny Mohawk, it's a real treat."

It was a real treat for the rest of us, as well, to witness this historic auction. Kudos to Chris and 21st Century Antiques!

-- Dr. Todd

A Fishy Fishy Christmas?

Joe Cermele over at the great Field & Stream's Honest Angler Blog had a wonderful post yesterday on Christmas and anglers and those Heddon Punkinseed ornaments that are floating around everywhere.



I've always wondered about these things as I see them on the 'bay all the time...so if you're interested in the story Head on over and check it out!

-- Dr. Todd

Thursday Review: Peter Lellos' Heddon Zig Wag Web Site

Thursday Review: Peter Lellos' Heddon Zig Wag Web Site

I got some great feedback on the recent review I did of Richard Lodge's Skeleton Reel Web Site and Jack Gallagher's Joseph Pepper Web Site, both constructed on the new web design platform known as Weebly.

Today, we'll look at what you a dedicated collector can do to share information and show off their collection using the Weebly web site. It's Pete Lellos' Heddon Zig Wag pages, and it is an outstanding use of both the internet and this new platform.


First of all, Pete has integrated the graphics and text in a very appealing manner. There's lots of nuts-and-bolts information (kind of a dead give-away when the page banner is the patent papers for the 1928 Charles Heddon-designed bait). But as you read down, you discover lots of interesting nuggets of information, as well as some great photos and copies of original ads and catalog cuts.

The second section covers body style changes, and is for the more nuanced collector. Here we get a ton of information distinguishing and helping to date various models of the Zig Wag.

Then we get into Markings. Again, lots of fabulous photos showing the Zig Wag in all of its glory. This gives way to a section on Hardware, which should be a of great utility to all Heddon collectors, and not just Zig Wag fans.

The we get to Color Patterns, surely one of the most popular sections of the site. Lots of great images showing the wonderful color schemes Heddon used on this, and other, lures.

Then we get a short primer on Boxes, which is always a popular subject matter.

Finally, and delightfully, Peter gives us a Summary to sum everything up.

We even get a pair of addendums--first, a possible Prototype Zig Wag! How interesting, and second, a little section on the wonderful Heddon Zig Wag Truck!

What an absolutely tremendous web site, and Peter should be justly proud of it. A perfect example of how the web should be used, and in particular, another great example of how this Weebly platform can be used to educate and entertain.

Great job! Peter Lellos' Heddon Zig Wag web site can be accessed by Clicking Here.

-- Dr. Todd

UPDATE: More Royer Photos...

UPDATE: More Royer Photos...

Joe Stagnitti sends in some photos which serve nicely as an update to the earlier article about H.C. Royer.


This is a Heddon Coast Minnow and a better representation than the Pflueger pictured below of Royer's lure.


This is Royer's patented metal Coast Minnow.

Thanks Stag!

Cheers,

Dr. Todd

Please Help the Heddon Museum!

Please Help the Heddon Museum!

Joan Lyons emailed me and asked that I post this letter from her, along with a downloadable PDF file containing her quest for help in completing her book (you can download it by Clicking Here. Here is her message:

I am starting to scan the items I need to show in my upcoming Heddon Research book. There are some items I have copies of, but they are not good enough for printing in the book. I am looking for originals on the list below.

Most of it is paper catalogs, dealer flyers, ads etc, but some is information is needed on specific lures and boxes. Anything you can do to help is greatly appreciated.

I need your help. If you could: send me the item and I will return it…or sell it to me for the Museum library, or scan it at the highest resolution possible and email it to me, or take a good photograph /non shiny white background and email it to me or take a good photograph/non shiny white background and mail it to me…last resort.

Let me know you will bring the item to the national and I can take the picture.

I need your name & address and your written permission for release to use the pictures and will give credit with your name under the photo/scan…or not if you wish.

I will always give credit for information or help in the book.

If you have the item or any questions, please call me at 269-782-5698 or email me at heddonmuseum@lyonsindustries.com . Please email me here and not on Joe’s board, for it is easier for me to answer and find you.

Do not send anything until you have called me in case someone else has already sent me the item.

Please don’t ask me “When will the book be done”…I’ve never done this before and there are over 1000 pictures that need to be put in and organized..probably at least another year for volume 1. There will be three volumes. The one I am working on now is Volume 1-Lures. Volume II is Rods, Reels And Line. And Volume III is Dealer and Misc. items.

The working title is “Everything in a Heddon Catalog…and a little bit more.” 98% is information from the catalog put in table form. The information is ONLY from the catalogs, factory printed information or ads where there are no factory papers. The other 2% is non-cataloged information and VERY brief history and hardware chapters. Basically, you can take a lure (or any item) and find out when it was cataloged, what cataloged colors (or details if it is rods) it was made in and what changes/sizes etc. were made in the catalogs over the years it was produced. I have over 1000 pages of text/pictures for the 3 volumes.

Thank you all again for your help.

Joan Lyons / Heddon Museum
204 W. Telegraph St.
Dowagiac, MI 49047
269-782-5698 – Home phone
heddonmuseum@lyonsindustries.com

Voices from the Past: The Millionth Heddon Sonic

Recently Dean Murphy—the author of the fine Fishing Tackle Made in Missouri (Second Edition)--sent along to us a very interesting article on the One Millionth Heddon Sonic lure. It was published in the obscure Outdoor Equipment Merchandiser magazine for January, 1958. Some good stuff in here!

Gold Lure Sparks Dealer Fishing Contest

WHEN JAMES HFDDON'S Sons introduced the Sonic lure they felt they had something sensational, and countless rod and reel devotees were equally approving. Sales, good from the introduction of the lure have been truly spectacular.

As they climbed toward the million mark and seemed certain to surpass it, Heddon officials felt something should be done to commemorate the event, when and if it happened.

A gold lure was planned as the millionth Sonic, to he kept in stock until the millionth order called it out. Wen the order tally showed that the 999,999th Sonic had been packed, the next order, regardless of whether it called for a single lure or 1,000, would include the golden lure. This golden Sonic was shipped on order of The Sportsman, Inc., Lafayette, Ind.

"lt was a big surprise to me," said John Walkey, one of the store's owners, as he discussed getting the lure. "When Heddon's first announced the Gold Lure Contest, I figured it would go to some large store. The purchasing power of the big stores is so much greater than ours."


The lure carried with it a $100 defense bond for John Walkey and Gene Britt. Britt is partner and co-owner of The Sportsman. A second $100 bond was intended for the lure's ultimate purchaser.


"Gene and I decided to stage a 'Big-Fish' contest to decide the winner," Walkey explained. "We put it on in three divisions. Since the smallmouth bass is the principal game fish in this area, the winner of this division took the gold lure and bond. The winner of the large-mouth bass division received a Heddon rod and reel; the winner of the silver bass division, a Heddon 'Pal' reel. The contest opened on July 1 and closed October 15."


In spite of the inclement weather prevailing throughout the period, sales were stimulated by the event. Although Walkey is modest about The Sportsman's sales, the store's tackle volume is by no means a trivial matter. While it is not exclusively a tackle operation but stocks a diversified and complete line of all sports equipment, it is well to remember that all northern Indiana is fishing country. The Wabash and Tippecanoe rivers are well-fished streams, and the area is thickly dotted with excellent fishing lakes.

Of the more than 50,000 residents of the Lafayette vicinity, some 20,000 are avid fishermen. They fish the favored spots of their home state, and those of the adjoining states as well.

When the laments of certain northern tackle merchants were mentioned, Walkey didn't agree that tackle business was in a wholly sad state of decline. "In spite of the almost unbelievable amount of rain since May 15, our sales have held up reasonably well," he stated. "However, I'd be the first to admit that the rain has hurt our sales. Seldom has there been more than two days at a time during the period when streams could be fished satisfactorily."

He emphasized, however, that in tackle merchandising the field is highly competitive. "Because of this competitive nature of the industry, sales need more aggressive merchandising than ever before. With us, selling service is as important as selling merchandise. We've tried," Walkey added, "not only in tackle but with all our lines, to offer service and good advice. We're sure this helps offset the effects of certain competition, and try to get all our personnel to give every customer this feeling."

That this policy works can easily be seen by observing the many sportsmen who drop in just to chat and ask advice, or to talk over their plans with the partners or their assistants. For them, The Sportsman is a friendly and semi-official club, with John Walkey acting as informal master of ceremonies at fishing discussions throughout the day.

It doesn't require the knowledge of a business analyst to determine the policy’s effect in sales. When an angler drops in to boast about the weekend's catch or report his failure to land the big ones, and gets understanding counsel and friendly assistance, that is the place he is going to buy tackle,

There is a second axiom which rates high in Walkey's merchandising creed, amply verified by his well-arranged and eye-catching stock. "To merchandise anything,"' he insists, "you have to display it properly. You won't sell it if it's down in the basement. Not only must it be properly displayed, but the dealer has to be completely familiar with it."


Displays are located on behind the counter shelves which line three sides of the store's spacious display room, and smaller articles are housed in glass showcases in front of the shelves. In attractively arranged groupings around the supporting pillars of the central floor area are bulkier items such as guns and rods.

John and Gene started The Sportsman ten years ago, shortly after they graduated from Purdue University. Due to the industry and acumen of both partners, the store's growth has been more than satisfactory. "It's been work," Walkey admits, "but now we have six clerks, and feel that our sales of tackle, guns and general sporting equipment are at least equal to those of any store in our area."

They began with one asset which may give them more of an edge than they realize in their particular business. Both John and Gene were sports stars at Purdue. Walkey starred in basketball and baseball; Britt in football and basketball.

Walkey looks after tackle and guns, and spends most of his time at the store. Britt spends much of his time on the road, calling on school accounts which form an important part of their business. This school trade is growing, and recently they added another man to assist Britt.

Many, many thanks to Dean for sending this in, and hopefully someone knows where the Millionth Sonic sold ended up!

-- Dr. Todd

Heddon Chuggers by Todd Long

Last week Todd Long contributed a nice two-part article on Cotton Cordell. This week, I wanted to post his neat addendum he added on the Heddon Chugger. I have always liked Chuggers and have a small collection myself, so I particularly liked this piece.

Heddon Chuggers
by Todd Long

I didn’t really appreciate the full potential of Heddon Chuggers until the early 1990’s after losing my favorite Chugger Jr. to an angry black bass in a Nacogdoches, TX farm pond.

After morning classes at Stephen F. Austin State University, my friends and I would meet to discuss fishing reports and new pond discoveries. There was one pond in particular that had not been fished, so off we went. After parking down the road and jumping a fence or two, we were soon catching bass after bass using a black shore Heddon Chugger Jr. As the sun was setting, I made one last cast over a submerged tree….chug, chug, chug...SPLASHHHH!!!! RRRRR!!!!! POP!!!!!! My favorite (and last) chugger was history as a huge black bass took it under the log.


Losing that last chugger didn’t bother me so much until I learned how scarce they had become. My search soon turned into frustration as I drove from tackle store to store, looking for replacement chuggers. The shop owners informed me that whatever left on the rack was it, as chuggers were discontinued…This prompted me to STOP casting my favorite topwater and start saving them for what is now my prized collection.

One year later while visiting Shreveport, Louisiana I was visiting an antique store when I noticed a display of lures hanging over my head. As I looked closer, I was amazed that the display was full of chuggers, and black shore chuggers at that! I quickly paid $3 each and got in touch with the owners, NFLCC members Ed and Toni Moore. They were the nicest tackle collectors I had ever met and soon they were inviting me to their home where they’d share volumes of information about old lures and lure collecting in general.


I thought my collection was becoming quite mature as I piled up multiple colors that I now know are common: white shore, yellow shore, silver shore, black shore, and bullfrog-colored chuggers. I had no idea that Heddon made a gazillion other chugger colors! With the Moore’s help, I soon realized there were so many more colors out there than anybody knew existed.

My First “Tough” Chugger
I couldn’t sleep the night after I forked-out what I thought was a TREMENDOUS price of $20 for a white snakeline (WSL) chugger. I thought that had to be the tops that anybody or any fool must have paid for a plastic lure…I remember calling another chugger collector here in Texas soon afterwards who was liquidating his collection. I heard him mention the fact that he had about 2-300 colors to sell and was getting $20 each for them. As I was gasping for air, I just could not believe or justify such outrageously high prices----but later realized how outrageously LOW that was! I later met with other “veteran” Heddon plastic collectors who were paying 10 times that amount for the tougher colors, so I had to quickly reconsider what I would give if I was to move forth in my collection. Looking back, I shake my head at all of the dozens of rare $20 chuggers I laughed at—nowadays a steal!

People constantly ask me what chugger or what color I am hunting for. Well, I am not sure I or anybody else will ever know how many colors were produced, or if it’s even possible to find them all – so many colors were special or custom ordered…However, there are two (2) pictured above that have eluded me over and over: The Pikescale (M) White Belly and the 2) Spotted Orange (SO). I know they’re out there, I’ve just been a minute late or in the right place at the wrong time! But that’s lure collecting…the search is half the fun!


Since becoming an official NFLCC member, we attend as many NFLCC shows our schedules allow and still excited to find our favorite Cordell Spots and chuggers. I’ve also put together a website (www.heddonspooks.com) to share with our friends and other collectors our lures for sale and trade. It’s been a rewarding experience meeting all of the old tackle fanatics like me and learning more about other lures. I’ve even taken a part-time gig selling lures and bait at a local tackle shop on Galveston’s West Bay-- one of the perks includes free bait and tackle!

If you can’t find me on the water chasing redfish and trout I’m probably somewhere hunting for old tackle. Hopefully we can make more shows in the coming months and share with others our stories and collections. If not, you’ll know that I’ve finally gotten accepted into the Texas Parks and Wildlife Game Warden Academy this fall and will be patrolling the water and woods around Texas real soon!

Todd Long
www.heddonspooks.com
tlcuzin@aol.com

I am sure I speak for everyone when I wish Todd the best of luck in his new career as a Texas game warden!

-- Dr. Todd

A Testimonial Heddon Wanted No Part Of

I ran across this article in The St. Joseph Herald-Press, a small Michigan newspaper, and thought it was perhaps the single worst testimonial for Heddon lures since old man James Heddon got called a "game hog" by a national magazine back in 1902 for sending in a picture of a whole bunch of bass. This article is dated 30 September 1944 and probably is the single least sporting use of a Heddon lure I have ever run across. Here it is in its entirety:



-- Dr. Todd

1958 Heddon Sonar Comic Book

As a weekend bonus, I thought I'd post a neat Heddon piece I found in a 1958 Heddon catalog I recently picked up. What's cool about this is that it is a comic book--and a diminutive one at that. It measures 2 7/8" x 2 7/8" square, comes in at eight pages, is printed on stock rag comic paper, and is copyrighted 1958. Its an introductory piece of advertisement for the Heddon Sonar, not the most collectable lure, I'll give you that, but a real revolution in fishing, especially for lake trout and other deep water freshwater species. Also, I believe it is one of the few 1950s Heddon lures still being manufactured today.

Does anyone know if there are any other of these little Heddon comic books out there dating from the 1950s or early 1960s?



-- Dr. Todd