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March 17, 2015

DNR launches pilot advertising options for Wisconsin fishing regulations

MADISON - The Department of Natural Resources is inviting businesses, not-for-profits and others to take advantage of a "fintastic" offer.

The Bureau of Fisheries Management has launched a pilot, offering advertising options in the 2016-2017 Guide to Wisconsin Hook and Line Fishing Regulations pamphlet.

"It's an opportunity for partners to reach an audience clearly engaged in a beloved Wisconsin tradition, while recovering our costs for producing, printing and distributing the regulations," says DNR Secretary Cathy Stepp. "It's a win-win. Think about it. Almost 1.4 million anglers fish Wisconsin waters on average about 17 days a year, spending about $500 a trip. From those numbers, there should be a great opportunity to promote a product or distribute a message."

More than 800,000 copies of the fishing regulations are annually distributed directly to over 1,300 license vendors; to DNR central, regional, and service center offices; to the Wisconsin Department of Tourism; to major sporting goods retailers and at major regional sport shows.

For advertisers trying to reach the angling community, the timing is perfect. The regulations are available for the entire fishing season. Pamphlet distribution begins early in the year to capitalize on the angler's growing anticipation of the coming season. The regulation pamphlet is then kept and referred to throughout the year for season guidelines, bag and length limits.

"About three-quarters of the other states already offer advertising in their fishing regulations so it's nothing new," says fisheries biologist and pilot manager Karl Scheidegger. "Over the years, it's gotten more costly to print and distribute the publication. We've considered ideas that would help defray the costs of pamphlet development and advertising seemed to be a worthwhile approach. Plus the money that is collected from advertising reduces costs and allows more funds to go directly back into our fisheries program to make fishing better for Wisconsin anglers."

There will be a limited amount of space available for advertising in the regulation pamphlet. Advertising space will have a minimum price for a specific size, page, and/or location. Space will be awarded based on the highest offered price. All advertising copy will be subject to DNR approval.

Results from the pilot advertising project will be used by the department as it considers advertising opportunities in other state regulations and publications. People interested in the pilot program should contact Karl J. Scheidegger, fisheries biologist - outreach and marketing fisheries management, 608-267-9426 or

Last Revised: Tuesday, March 17, 2015

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