Deconstructing Old Ads with Bill Sonnett: Memorable Magazine Covers, Part three: Sports Afield

This is the final part of a three part column featuring not the best covers over the years but ones that stick in my memory as being different than the norm. Sports Afield magazine was considered one of the “Big Three” after the World War ll. In the 1930s it ran a distant third to Field & Stream and Outdoor Life in both quality and circulation. A little more on how it rose in the ranks later. As one who looks at old magazines on eBay regularly, I have noted that there occasionally appears a pre-1910 issue but I have never seen a copy of Sports Afield from the teens or the twenties. Not sure what the story is with that.

The first cover I would like to offer today is the April 1935 issue. You must admit it is different from the norm. I don't ever remember seeing a “double” (two fish on one cast) on the cover of another magazine. What to me really sets this cover apart are the bright red and green solid colors. Once you see this cover, you don't forget it.



The 1939 Sports Afield Fishing Annual featured this great fish painting which proved so popular it was also used as the cover of a monthly issue and was later made available to readers as an art print. I always enjoy looking at this one and it jumps off the table at me from a pile of outdoor magazines.



The next somewhat odd cover shown here is the August 1940 issue. Times must have gotten tough for Sports Afield during this period. It was a thin magazine with lots of forgettable photographs and not very much print. This issue stands out in my mind due to the amateur-like artwork on the cover. Reminds me of someone' s first drawing in High School art class. A look inside shows that it is the work of Earl Cornue who is also the magazine's “Art Editor” As I said, times must have been very tough.



In the late 1940s Sports Afield ran a series of “dog head” covers in the fall months. They were painted by John Albertson and were of such of high quality and presented in such a pure form that they have become classics and are sought after by collectors. This one is from September of 1949. The others are just as good. This jump in quality after World War ll was much the result of of a dynamic young editor, Ted Kesting, who tirelessly worked to improve the magazines' quality and hence build up circulation.



Let me state right up front that I hate this cover. But once seen it cannot be forgotten. I may even cause a few nightmares. There was a period in the early 1950s when this sort of cover appeared on all of the big three. Close ups of tiger's faces were most often used with phrases like “Striped Death” for shock value. This February 1952 cover I find the most hideous of the lot. This is one I would like to forget but can't…



The last cover I'd like to present may not appear that unusual to the casual observer. It appeared on the February 1958 issue. One needs to know WHO is on the cover. My friend Clyde Drury, author of Books of the Black Bass wrote about Jason Lucas, the fishing editor of Sports Afield from 1946 until 1968, that “he had a following which bordered on a cult and I was one of them”. Me too Clyde. After authoring a six part series on fishing in 1946, letters poured in and he was hired as the fishing editor. Ted Kesting knew a good thing when he saw it. Lucas' writing was so different than what was the norm in outdoor magazines, it is difficult to impress on today's reading anglers what a shock it was and how popular he became. When Sports Afield arrived in the mailbox the first thing read was Jason Lucas' column and then his answers to readers questions. The answers were ofter blunt. The one I will always remember was in reply to a reader asking what Lucas thought of the idea of taking one's wife fishing. His answer: “I suppose you could have her row the boat if you could train one thus” --- Try that in today's world. This picture was actually taken of Jason Lucas at Lake Mead in1948 --- ten years before it was used as this cover..



-- Wild Bill Sonnett

The (Black) Friday Funhouse

Video of the Week Joe Cermele shows us that big lures catch big fish -- even when they are walleyes.
12 Things I Would Buy If Only I Could Afford Them

This Cortland bamboo fly rod made by Sharpe's a rare find.



They don't come much rarer than this Clinton sidemount fly reel from 1889.



How about a Donaly Redfin?



The early Marhoffs are exceptional reels.



A Heddon Tadpolly in the intro box is a superb lure.



Spear collectors love this Louis Gustas 7 tine spear.



People love the Nichols Shrimp.



The Shakespeare Tarpalunge is pretty damn cool.



The Big O by Fred Young is a truly iconic lure.



Man, this Paul H. Young parabolic is something else…



The Talbot Special is an incredible reel.

7 Things to be Thankful For (Part VI)

For the Fifth consecutive year--2007's Missive is Here, 2008's Follow Up is Here, 2009's is here, 2010 is here and 2011 is Here.

7 Things to be Thankful For (Part VI)

1) Patient Wives: To start my list of things to be thankful for, I have to begin with my wife, who has put up with more than anyone should have to for over two decades. She has allowed our well-kept house to be invaded by more fishing tackle than most people can imagine, even in her living room. She's supported me the entire way, even when I am busy working, which seems to be all the time of late. She is the light of my life and I am deeply appreciative of all she does for me.

2) Democracy: Following a contentious election in which both sides claimed the end of the world was here if the other side won, I am happy to relay to you the information that no, the world is not coming to an end, and yes, we are still in the business of being America--the greatest country in the world. And nothing changes that; not the political affiliation of the president or congress, not the arbitrary attempts of our foes, and not the incessant political whining from all sides of the political spectrum. These pundits of all stripes spend their days blowing hot air while the vast majority of Americans get up in the morning and go about their day building a better future and a better America. And for that I'm thankful.

3) Glass Fly Rods: I do not try to hide my deep and abiding love for split cane fly rods, but over the past decade I have developed an interest and love for fiberglass fly rods and their history. In fact, it's the subject of my next book, and I've helped to organize the First International Glass Rod Expo held this coming May 2013 at the Catskill Fly Fishing Museum. I grew up with glass and find that they are very, very underrated rods.

4) Fathers: I am blessed that my octogenarian father is still with us, and still collecting tackle and fishing it as well. It's very hard to be a father, a fact I'm discovering on a daily basis, and I have a deep appreciation for what my father did for me, considering all the crap I put him through in my younger days. So to all the fathers out there, here and gone, I salute you.

5) Collector Friends: Nothing I could do -- the blog, the articles, the books -- could be possible without a large, helpful, intelligent, and loyal network of collecting friends. Some of these folks I've known for twenty years of more and never met, but have spent hundreds of hours on the phone and on the internet with. To all my collecting friends, some of whom have passed, I owe you more than you will ever know. I hope I've been a good friend in return.

6) Smallmouth Bass: Dr. Henshall once called it the fightingest fish, pound for pound, in the world. While that may have been hyperbolic, the fact is a five pound clearwater smallmouth on a fly rod or ultralight spinning rod gives an angler the very real sense of the power in these fish. They are tough, wary, and beautiful -- everything you look for in a finny prey.

7) Trout Streams: Recently I've come to know the Mad River near Urbana, Ohio -- a classic trout stream. It's reminded me of how much I love these meandering, shallow water trout streams that can be found across America. I am very appreciative of the individuals and groups who have worked so hard to keep them clean and thriving. If you get a chance, make sure to volunteer helping with your local Rivers or Trout Unlimited chapter.

Here on our sixth Thanksgiving on the Fishing for History Blog, we are thankful for everything, but especially for the many readers of our blog.

Have a safe and happy Thanksgiving, and as always, be good to each other -- and most of all, be good to yourself.

-- Dr. Todd

An Angling Miscellany with Gary L. Miller: Art Winnie's Countdown Trout

I've enjoyed seeing the nostalgic magazine covers posted by Bill Sonnett.  This one in particular brings to mind a great tradition that existed in Traverse City, Michigan in the first half of the 20th century.

Courtesy Bill Sonnett.

The Winnie brothers who ran a barbershop downtown on Front Street, like the fellow on the cover of the April, 1934 issue of Outdoor Life, also yearned for the return of trout fishing in the spring.  Opening day of the trout season was a big deal in Northern Michigan.  To help pass the time and build anticipation they got the idea to count down the days left until opening day.  At first they took an old trade sign from Bert's fish decoy manufacturing enterprise and hung it in the barbershop window with the number of days left until opening day taped below it.  Each day they decreased the number by one.  After awhile they apparently grew tired of comments about how the fish didn't look like a trout (it didn't as the sign was for decoys used to spear Lake Herring in nearby Grand Traverse Bay).  So, someone made a new sign that was a silhouette of a Brook Trout cut out of a 1" board and realistically painted in Brook Trout livery.  It was appropriately dubbed, "The Countdown Trout".  

Thereafter, for nearly half a century, beginning on Groundhog Day, the trout with the requisite number of days was placed in the Winnie barbershop window.  When Art Winnie, the last of the barber brothers, finally retired in the 1960s, the tradition was passed to another local Front Street business which dutifully hung the Countdown Trout in their window.  When finally that business was sold along with it's contents and inventory the Countdown Trout disappeared.  The good citizens of Traverse City have been looking for this piece of local fishing history ever since, but to no avail.  Has anyone seen the Countdown Trout?

-- Gary L. Miller

Voices from the Past: Kewell-Stewart Spoon (1904)

The following article from The Western Field magazine dates from August, 1904 gives a nice bit of history on the Kewell-Stewart spoon. The Kewell-Stewart spoon was patented in 1903 and was a staple for many decades.

A Famous Spoon

The Kewell's Stewart spoon -- one of the many indispensable fishing requisites carried in stock by the Charles H. Kewell Co., 1582 Market Street, San Francisco, is among the acknowledged leaders for striped bass and salmon fishing in Pacific waters. The appended illustration shows a Christmas (1903) catch of striped bass made by James M. Thompson on a No. 6 Stewart brass spoon, the eleven fish weighing 112 pounds, the largest scaling sixteen pounds. For trout, black and striped bass, steelheads, salmon and yellow tails it has proven a most successful lure, most particularly so for black bass in the Sierra lakes around Cisco, and for trout in the Truckee, Lake Tahoe, etc., and is well and favorably known from Puget Sound to Monterey as a salmon spoon, especially at Capitola, and at Eureka, Ferndale and Fortuna in Humboldt county, being used extensively at the mouth of the Eel river, taking large numbers of the "silver sides," etc.

We have it endorsed by a Chicago angler as a good lure for the lakes of Northern Wisconsin. Try one in any water of the world, and for any fish that will take a spoon of fish, and we will guarantee success. It has also taken many fish that usually can be taken only on bait--rockcod, cod, etc., and is said to possess a most distinct advantage over any spoon, spinner or artificial bait in existence. Possessing as it does more attracting power, about one-half the regular speed is all that is necessary. Although a high-speed is in no way detrimental, it merely works the faster and does not lose in the least its deadly alluring qualities.

The Kewell Co., manufacturing here in San Francisco, is at the services of anglers wishing to carry out their own ideas of flies. They have one of the largest stocks in the United States of materials for fly-making, leader-tying, etc., and have an unending stock of trout flies for you to select from. In addition, they carry all kinds of sporting goods and it will repay any sportsman to carefully examine their big assortment.

-- Dr. Todd

The News of the Week: Nov. 19, 2012

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THE MONDAY 10: The Ten Fishing Stories of the Week You Need to Know

The Big Lead: A nifty piece on lure and decoy carver Bill Grossman.



A retrospective on the NFLCC Twin Lakes tackle show.



Do you have the wrong fishing lure profile?



A troubling look at Wal-Mart's views on fishing.

How Scottish fishing writer Bruce Sandison landed a wife.



Ugh. Deadly sea snake caught in Australia.



Glenn Dickerson, son of legendary rod maker Lyle Dickerson, gets feted for his WWII deeds.

Sharing advice for young fly tiers.



50 Years of Fly Fishing with John Merwin.



Finishing with a Flourish: The last fish hook maker in Redditch has hung up his forms.



-- Dr. Todd

1000 Words

Our friend Doug Bucha sent in this lovely photo for this week's 1000 Words. Here is his description:



Just wanted to send you a picture of a collection of Creek Chub Vipers that you do not see every day.  Just got the Yellow Flash at the small Ft. Wayne show last month.  Also included are some other very rare Creek Chub colors.  Hope your readers will enjoy the picture.  PS, Input from your readers would be appreciated!

Thanks, Doug! Please contact him at: dbucha@att.net if you have any questions/comments.

-- Dr. Todd

Deconstructing Old Ads: Magazine Covers as Advertising – Part Two: Outdoor Life

Magazine Covers as Advertising – Part Two: Outdoor Life

After looking through a mountain of old Outdoor Lifes I have come to the conclusion that over the years they have had a lot more covers that fall into the category of ones that I don't forget than Field & Stream. There are not only plenty examples of striking art work covers, but also some covers featuring photos that have branded themselves into the far recesses of my mind.

I'll start off with the December 1947 issue. Most duck hunting covers feature lots of ducks coming into the blind or already in the bag with happy looking duck hunters. This cover captures that feeling that I have had many times over the years and that anyone who hunts ducks in the northern part of the country knows all too well: “What the heck am I doing here freezing my ### off on a day like this?” Winter weather duck hunting can be very productive but often test ones intestinal fortitude. As I have gotten older its appeal has faded. LOL



This August 1933 cover features a subject seldom seen on outdoor magazine covers, taxidermy. I have always had a soft spot for J.F. Kernan covers, but this one strikes me as very different. One does not hear much about “home taxidermy” as a hobby anymore. There was a time when it was quite popular among hunters and fishermen, especially as a winter adjunct to more popular mild weather sports.



This April 1956 cover by artist Charles Dye has always been a standout with its plain white back ground. As one scrolls quickly down through the hundreds of Outdoor Life issues available on eBay these days, this cover always seems to jump off the screen as something special. Contrast this with any of today's cluttered and forgettable covers.



This April 1934 cover by J.F. Kernan features none of the usual cover art “action” but only a desk-bound office worker dreaming of the upcoming Trout season after a long winter. Who cannot identify with this fellow, yearning for the return of warm weather and a chance to once again cast a line. This painting, entitled “SPRING” is still popular among collectors as a print.



I still recall the day in 1957 when this October issue of Outdoor Life arrived in my mailbox. It is still (55 years later) one of the most striking and sought after issues of all time. This just goes to prove that a cover using a photograph can be just as much of a standout as one with a unique painting.



Finally I will end with a cover by famous illustrator Fred Everett. The June 1933 issue does not stand out in my mind because of its unique subject (a Bass chasing a minnow and spinner combination) but rather in its use of a beautiful blended orange background. To me this really sets it apart from most issues in the stacks. Hope you enjoyed this as much as I did. Tight Lines.



-- Bill Sonnett

The Friday Funhouse

Video of the Week

Damn this is one big catfish!



12 Things I Would Buy If Only I Could Afford Them

This is a cool monstrosity of a reel!



How about a Hosmer Mechanical Frog to start off your weekend?



Russo Saltwater baits are exceptional.



Who wouldn't like a Heddon River Runt Spook in goldfish shore minnow?



This nifty British spinning lure is a wonderful lure.



Love love love these Heddon Simson line spools.



Pop Dean was a legendary musky guide in Wisconsin and carved some cool lures.



A Pflueger Medalist 1492 in the box is attracting tremendous interest!



An Indy 500 Heddon Hi-Tail in checker finish is rare.



Paw Paw Croakers are neat lures.



A Winchester Landing Net is a cool find.



A Makilure 6 pack is wonderful.



As always, have a great weekend -- and be nice to each other, and yourself.

-- Dr. Todd

A Funny Thing Finding You Here...

I got an email from a friend of mine who remarked, "Hey, it was funny finding you on here! I didn't know you posted on the Fiberglass Fly Rod Board!" I had to chuckle at this. I am a (fairly) frequent posted on a lot of boards, depending on the time of year and how busy I am. I usually don't cross post them to the Fishing for History Blog because they are so specific, but it crossed my mind that two connected posts I did over on Tom Gould's Glass Fly Rod board on Hardy Fibatube Sceptre fly rods might interest a more general audience.

As my friend Buck Juhasz was intimately involved in the creation of these Hardy fly rods (sold by his Anglersmail in the 1960s and 1970s), I decided to create a post celebrating these rods. You can view the post and its replies by Clicking Here.



There was a great addendum to this post. Brilliant rodmaker Andy Manchester Jr. built me out a nine foot Hardy Sceptre, which I was able to take out with Buck on the Mad River before the season shut down. It was a good old time which you can read about by Clicking Here.

Best of all, I was able to made a video of Buckley casting a rod he helped design and spooling my Pflueger Medalist of 100 feet of Rio line. It's pretty impressive considering the weather and narrow stream we were fishing...



I love these Hardy Sceptre rods! I am only missing one size -- the elusive eight footer -- to have a complete set.

-- Dr. Todd

Voices from the Past: Tony Accetta's Film (1939)

One of my favorite fishing characters of the 20th century was Tony Accetta. Accetta started out as a tournament caster and ended up as a major force in the tackle business, but it is his early days that intrigue me. Here is an article from the January 1939 Sporting Goods Dealer about one of his earliest forays into fishing films.

Accetta Fishing Movie Star

Tony Accetta, U.S. professional all-around bait and fly casting champion, is the star of a new two-reel sound film entitled "Let's Go Fishing." The movie was previewed early in January at a New York City motion picture studio by conservation authorities and newspapermen, who were there as guests of the Fisher Body division of General Motors, the firm that produced and will distribute it. Arthur Flynn of The Dealer, on behalf of the Fisher Body division, extended thanks to the above group for attending and welcomed them to the "party," after which he introduced Tony Accetta to the group. Accetta staged a short bait-casting demonstration prior to the showing of the picture.



William S. McLean, director of advertising for the automobile body-building organization, and Frank Chance of Arthur Kudner, Inc., their advertising agency, were present.

The picture is a comprehensive 20-minute lesson in fishing and casting, with considerable emphasis placed upon the fishermen learning the fundamentals of the sports. Ted Husing does the narration as the demonstration proceeds.

Prints of the picture will be made available to those expressing a desire to exhibit it in either 16 or 35 mm. sizes as required, but both require the use of a sound projector. There is no fee for the loan of the picture, the only cost to the user being payment of express charges to and from the Detroit headquarters of General Motors' Fisher Body Division, according to McLean. Applications for the film should be made as early as possible.

-- Dr. Todd