Fly Rod & Reel's Slogans & Taglines

Fly Rod & Reel was one of the most respected and beloved publications in the world of fly fishing. Founded in 1979 by John Merwin and Len Codella in Camden, Maine, the magazine originally launched as Rod & Reel before being renamed Fly Rod & Reel to improve circulation—an astute move based on the Publisher's Clearing House alphabetical listing, where readers stopped at 'F' and never made it to 'R's. For nearly four decades, the magazine celebrated the art, culture, and conservation efforts of angling, publishing five issues annually and reaching a readership of more than 100,000 dedicated fly-fishers. Its core offerings encompassed in-depth feature articles, gear reviews, destination travel pieces, casting instruction, and conservation advocacy. The magazine was renowned for its high-quality writing and authoritative voice, featuring regular columns such as Joan Salvato Wulff's fly-casting series and recognising outstanding anglers like Tom Rosenbauer as its 2011 Angler of the Year. Fly Rod & Reel ceased publication around 2017, leaving a lasting legacy as a cornerstone of American fly-fishing journalism.