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NZ TROUT FISHER MAGAZINE
100% Kiwi
Owned & Produced
AIM: To promote New Zealand trout fishing in the spirit of public
ownership
This is a magazine with a
difference. Its owner,
publisher and editor describes himself as "a classic fly fisher but
atypical magazine purchaser", meaning that he fly fishes impulsively
but only buys magazines deliberately, and very few at that. Typically, he feels, magazines are
66% advertising and 33% reading, offering little value to the reader. Although advertising is always
welcomed then, it’s fair to say Trout Fisher remains a deliberate
attempt to achieve the reverse.
This means NZ TROUT FISHER is largely driven by sales, of course,
and that’s precisely why the online version costs $3.00.
The magazine began in 1991,
when the publisher contracted rheumatoid arthritis and was forced to create
new work. He had never
published anything other than reports before, but a trout fishing magazine
looked a fully viable (not to mention highly attractive) solution. The initial intention was simply to
produce a retirement fund but as the magazine’s scope expanded and
publishing knowledge grew, that intent rapidly became something much
larger. Originally a single
folded black-and-white A4 newsletter, NZ TROUT FISHER has steadily
progressed to the 48-page full colour print and digital magazine it is now;
firstly entirely through direct sales and currently, a combination of
direct and distributor sales.
We believe it’s now reasonable to claim there is no other NZ
publication in its market offering superior content and few in any market
that surpass it in terms of production quality.
 Maybe one day the publisher will retire then, but it’s hard to
see that happening when producing the magazine has become such an integral
part of our lives; not to mention, so much fun. So for now the intention is to keep
going until either old age dictates or, if he wishes, Todd takes over.
Trout Fisher’s editor, publisher and owner, Peter Storey,
lives with his son, Todd, on the shores of Lake Tarawera, near Rotorua in
the Bay of Plenty. Here’s
he’s clearing Te Wairoa Trap on the lake, in May 2011 – fish
over 60cm like these are used in the breeding programme that supports most
of Rotorua’s Te Arawa Lakes and many other locations. Like most of his writers,
Peter’s main interest in trout fishing is close quarter
sight-fishing. (Except when
hooked into fish like these, of course!)
 
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