Editorial

Andrew Allman’s article in this issue, “No run of the Mill” refers to the importance of doing the right thing in the context of a fishing destination that has constantly done the right thing both in managing the Millstream resort and in contributing to the FOSAF and the trout value chain.

His call for a common-sense approach in doing the right thing, both in matters environmental and in the broader scope of building South Africa’s future, resonated with me as did his enjoyment of the superb fishery that is Millstream. It is an approach that is echoed in Tod Collins’ ‘sense of the moment’, articulated in his must-read new book “The art of being an awful angler” that is reviewed later in this edition.

We at Southern African Flyfishing were recently confronted with the sharp end of doing the right thing. You see advertising revenue has been slow in coming. This does not just affect us. It is a worldwide phenomenon. Retailers around the world are increasingly cutting out the marketing middlemen they perceive magazines to be, in the belief that they can use electronic media to effectively communicate directly with their customers.

So, we were faced with the choice; do we call it quits or do we find a way to keep the magazine going in a way that does not constitute a constant drain on the editors’ personal incomes? Common sense dictates that one shuts the magazine down but the right thing to do is something else entirely. There are a lot of people who want to write for magazines such as Southern African Flyfishing. We have readers that enjoy reading what they write. It is very good stuff. We also enjoy producing the magazine. There are also a small but hopefully increasing group of advertisers that see benefit in using the magazine to reach the demographic we converse with.

So, we have decided to press on. Our limited revenue stream requires that we part ways with Angler Publications. They have done a superb job in the presentation of the first three editions. we thank them for the sterling work they have done.

This edition is our first attempt at going it alone. We are pleased with the result though there is room for improvement. We hope you like it as well.

It is not all doom and gloom on the advertising front. The number of advertisers is growing as more advertisers outside the tackle industry recognize the unique reach of the magazine. So, if you like the magazine and the role it plays in promoting and informing members of the flyfishing community, pay heed to our advertisers and support them if you can. It is the right thing to do.