That's How It Happened

Golf has Golf Punk, and now fly fishing has This is fly. It's a very well put together online magazine. Nice graphic design (from someone who clearly went to design school in the 90's, rather than the 50's for most fly fishing magazines), good fishing travel articles, minimal focus on commercial "product", and a slightly self-consciously hip attitude, set this apart from anything available in the newsagent. It also takes advantage of being online, with trailers, working links, and a music player. Aged 30, I didn't expect to be the target demographic for fishing ads, but I love it.