Antique Lure and Reel Ads

//Antique Lure and Reel Ads

Antique Lure and Reel Ads

Seeing through the Ice Louis Rhead Ice Fishing

March 21st, 2017|Categories: Antique Lure and Reel Ads, Antique Lures, Collectible Fishing Empherma (Books, Catalogs, Photos, Etc)|Tags: , , , , , , , , |

Seeing Through the Ice Louis Rhead Ice Fishing Seeing Through the Ice Louis Rhead Ice Fishing is my meager attempt to assimilate the last two weeks of my life to fishing theme. Some who follow this blog know me and our families tribulations over the last decade. Weve had the rug pulled out from underneath [...]

Shakespeare Bait Company Baseball Team

February 24th, 2017|Categories: Antique Lure and Reel Ads, Antique Lures, Miscellaneous Lure Makers, Shakespeare Lures|Tags: , , , , , , , , , |

Shakespeare Bait Company Baseball Team Many people are not aware of a Shakespeare Bait Company Baseball Team and a Antique Fishing Lure company relationship. Well its true, there is a tie in between Americas Favorite Past Times, Baseball and Fishing. Many years ago in doing my research for the Old Fishing Lure website I came [...]

Wright McGill Eagle Claw History

December 30th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Collectible Fishing Empherma (Books, Catalogs, Photos, Etc), Fly Fishing, Miscellaneous Lure Makers|Tags: , , , , , , , |

Wright McGill Eagle Claw History This Wright McGill Eagle Claw History tale was taken from an excerpt from the Company in 1974. Stories like these breath life into the companies that we as collectors seek out. Being able to bring the different pieces of the puzzle to the table and recreate history with lore. Wright [...]

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Bomber Bait Company Press Release

December 29th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Collectible Fishing Empherma (Books, Catalogs, Photos, Etc), Miscellaneous Lure Makers|Tags: , , , , , , , |

Bomber Bait Company Press Release This Bomber Bait Company Press Release and accompanying letter from one of the founders is a neat breadcrumb that I came across in sizable pile of research docs, catalogs, and salesman brochures I had amassed over time. It was hidden behind some papers I had looked at many many times [...]

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Sam the Black Bass Man Part I Sunday Sounds

December 16th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures, Collectible Fishing Empherma (Books, Catalogs, Photos, Etc), Fly Fishing|Tags: , , , , , , , , |

Sam Sam the Black Bass Man Part I In introducing Sam the Black Bass Man, I must digress back a bit, and say thanks for all the views , likes comments, emails and texts I've received. The last 12 Months with Fin and Flame has been fun. I have even bigger expectations and plans for [...]

Skinner Turkey Wing Ad 1884

November 24th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures, Miscellaneous Lure Makers|Tags: , , , , |

Skinner Turkey Wing Ad Since today's motif is Turkey, I found  this apropos. This Skinner Turkey Wing Ad came from 1884. The Hibbard Spencer and Bartlett Company was a large seller of many items fishing tackle included. GM Skinner Clayton NY Silver Plated Oval and Kidney Pattern. These Baits are noted for superior workmanship and [...]

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Enterprise Manufacturing Pflueger Fishing Tackle Plant

November 23rd, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures, Pflueger Lures|Tags: , , , , , , |

Enterprise Manufacturing Pflueger Fishing Tackle Plant This great Enterprise Manufacturing Pflueger Fishing Tackle Plant article comes to us from November 10th, 1900. The article found in the trade rag, Hardware; A Review of the American Hardware Market. The article discusses the growth and transition through acquisition of the Enterprise Manufacturing Company, Pflueger. Enterprise Manufacturing [...]

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Antique Lure History Whence The Plug American Angler

November 20th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures|Tags: , , , , , , , , |

Antique Lure History Whence The Plug American Angler 1918 In this Antique Lure History Whence The Plug American Angler article you will find an amazing read. I was truly excited when I ran across this gem. If you love antique lures and you love the history bind them, you will love the article from the May [...]

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Antique Fishing Attire 1875

November 19th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: , , , , , , , |

Antique Fishing Attire 1875 There have been may discussion over Antique Fishing attire in as much as the ability of the common layman to be able to afford to fish as a leisure or pleasure hobby. Simply put many people in early 19th Century America fished for food not for pleasure. In the span of [...]

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Antique Lure History Collage

November 4th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures, Collectible Fishing Empherma (Books, Catalogs, Photos, Etc)|Tags: , , , , |

Antique Lure History Collage While this Antique Lure History Collage isn't very old all being published in 1986, the author took great care in inserting some wonderful "Easter Eggs" to find. This photo was taken from an article in 1986, from "The Florida Today" newspaper. How many can you find? The Heddon Slope Nose or [...]

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Grover Cleveland Fisherman President

November 1st, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: , , , , , , , |

Grover Cleveland Fisherman President What do Grover Cleveland Fisherman President and Joseph Decatur, Dr Kassen Gibson and the small town I grew up in in Upstate NY have in common? Grover Cleveland, who in my opinion was one of our best presidents was arguably one of the better fisherman and outdoors sportsmen presidents of all time. [...]

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1888 Thomas Conroy Billhead

October 31st, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: , , , , |

1888 Thomas Conroy Billhead This 1888 Thomas Conroy Billhead is a great piece of Ephemera. Paper goods from the previous century provide us large cookie crumbs along our way to finding out some of the riddles. If for nothing else the Bill head, and envelope provide a picture or window into business names during certain [...]

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Andrew Clerk Company

October 24th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: , , , , |

Andrew Clerk Company This Andrew Clerk Company ad comes out of book published in 1885. One of the benefits of insomnia is I get to stay up reading and get rewarded by running across great early ads such as below. Through mergers, acquisitions name changes, and more the Andrew Clerk Company was around for more [...]

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Chapman Combination Minnow Lure Ad

October 24th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: , , , , , , , , |

Chapman Combination Minnow Lure Ad This Chapman Combination Minnow Lure Ad is out of Forrest and Stream from January 25th, 1885. Chapman's Bait Still Ahead The "New Combination," Just Out. See Cut In Three Sizes for Pike, Pickerel, Bass, Trout & Muskellunge Read the Testimonials: W.D. Chapman and Son, Theresa, New York: As an old [...]

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Brush Trolling Spoon 1880 Ad

October 18th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: , , , , |

Brush Trolling Spoon 1880 Ad Here is a great Brush Trolling Spoon 1880 Ad. Taken from Forest and Stream the May 20th 1880 weekly edition. The ad actually uses the patent drawing in its advertisement illustration. Don't Catch Weeds and Logs But Catch Fish Brush's Patent Trolling Spoons entirely overcome the defects heretofore found in [...]

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Pflueger Antique Lure 1893 Sportsman Directory

October 11th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures, Pflueger Lures|Tags: , , , , , |

Pflueger Antique Lure 1893 Sportsman Directory In this Pflueger Antique Lure 1893 Sportsman Directory advertisement we see the Enterprise Manufacturing Company, Pflueger advertise its luminous lures. The Enterprise Manufacturing Co., out of Akron, Ohio had just a year earlier come out with the Success Spinner. The advertisement recants an anglers success and experiences with one of [...]

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Shakespeare Antique Lure Ad 1906

October 10th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Shakespeare Lures|Tags: , , , , , , , |

Shakespeare Antique Lure Ad 1906 This Shakespeare Antique lure Ad 1906 was taken from "The Evening Star" newspaper and shows us the New addition of the Rhodes Mechanical Swimming Frog to its Artificial bait arsenal. The ad illustrates the Shakespeare Revolution, The Shakespeare Wooden Minnow and the Rhodes Mechanical Swimming Frog. Shakespeare Antique Lure Ad 1906 [...]

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WD Chapman Minnow Propeller Definition

September 21st, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: , , , , |

WD Chapman Minnow Propeller Definition This WD Chapman Minnow Propeller Definition proves that life was simpler back then. In a day and age where everything seems to be complicated from our fishing bots to the equipment installed upon them we have come a long way. These two ads from 1884 are amusing, as they use [...]

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Hawks Ogilvy 1889 Fishing Tackle Catalog

August 8th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: |

Hawks Ogilvy 1889 Fishing Tackle Catalog Here we have a Hawks Ogilvy 1889 Fishing Tackle Catalog cover. I had posted another early Henry Loftie Catalog cover and I thought you might enjoy seeing some of the others. I've always enjoyed being able to look back in time, to see the American Fishing Industries roots being [...]

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Nifty Minnie Minnow Tube Lure Ads

August 4th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Miscellaneous Lure Makers|Tags: |

Nifty Minnie Minnow Tube Lure Ads These Nifty Minnie Minnow Tube Lure Ads, come from both 1914, and 1915. These ads reveale the lures intended appeal. To try and keep the minnow alive longer. Combining both the qualities of a minnow tube and a 5 hook underwater minnow the Nifty Minne claimed to do both. I [...]

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1794 Fishing Tackle Ad

August 2nd, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Fly Fishing|Tags: , , , , , |

1794 Fishing Tackle Ad This a 1794 Fishing Tackle Ad. It proves that sometimes while we believe the roots of the American Fly Fishing or Fishing Tackle industry started in the early to mid 19th Century, it did not. While names such as TH Bate, JT Buel, WD Chapman and others like Bradford and Anthony [...]

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Pflueger Flying Helgramite Vs Chapman Buel

July 28th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures, Collectible Fishing Empherma (Books, Catalogs, Photos, Etc), Pflueger Lures|Tags: , , , , , , |

Pflueger Flying Helgramite Vs Chapman Buel This great little ad discusses the Pflueger Flying Helgramite Vs Chapman Buel. This comes to us from 1884, 137 years ago. Early advertising for lures mentioned in here such as the Crystal Minnow, and the Flying Helgramite are hard to come by so enjoy. Pflueger Flying Helramite [...]

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Izaak Walton Colored Print

July 27th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures, Collectible Fishing Empherma (Books, Catalogs, Photos, Etc)|Tags: , , |

Izaak Walton Colored Print This Izaak Walton Colored Print is one of my favorites. I posted the other week a Currier and Ives Colored Trout photo and got good reception, so I thought another piece of art was apropos. This dates to the mid 1800's and was published by Dean and Company. There are as [...]

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Syracuse Split Bamboo Fish Rod Company

July 26th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: , , , , , , |

Syracuse Split Bamboo Fish Rod Company This Syracuse Split Bamboo Fish Rod Company, Henry Loftie catalog is a great early pre 1900's Catalog. Circa 1889, this cover has made it over a century protected for it to be enjoyed by collectors and American Fishing Historians a century later. I've always been fond of Antique Paper [...]

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Pflueger Antique Fly Lure 1888

July 25th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures, Pflueger Lures|Tags: , , , |

Pflueger Antique Fly Lure 1888 This Pflueger Antique Fly Lure 1888 ad is one of those that I found off the beaten path. Recording media has been done since the beginning of time, its just the mode, methods and the medium for transmission have change. I found this great old Pflueger Antique Fly Fishing lure [...]

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Wilson Six in One Wobbler Lure Ad FS 1916

July 7th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures|Tags: , |

Wilson Six in One Wobbler Lure Ad This Wilson Six in One Wobbler Lure Ad comes from a Field and Stream January 1916. The article title the Plugger's of 1916 give an over view of a half dozen or so lures new to market. Wilson That's all Yes sir; here you are son a plug [...]

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John Mann Trolling Spoons

June 23rd, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: , , |

John Mann Trolling Spoons This John Mann Trolling Spoons Ad dates to 1883. American Angler magazine gives us some great ads and stories. Im pretty partial to John Mann as I've collected his lures and miscellaneous items like tea tins from his general store, personal artifacts, and business items such as trade cards for over [...]

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Pflueger Fish Scaler

June 21st, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: |

Pflueger Fish Scaler This Pflueger Fish Scaler ad comes from 1892. The Chicago Journal of Commerce printed or show cased this new to market Pflueger Enterprise Manufacturing Company item. Many people think Pflueger's reach ended at lures and reels, however Pflueger was trying to create a end to end fishing tackle company that could provide [...]

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Spalding Pneumatic Sporting Boat

June 18th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: , |

Spalding Pneumatic Sporting Boat This A.G. Spalding Pneumatic Sporting Boat is a classic example of a early float tube. I've always really enjoyed the old ads and find many of them amusing when your pursuing through an old catalog and you stumble upon certain one that make you wonder what the artist print block maker [...]

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WD Chapman Brockville Ontario Lure Ad 1883

June 16th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: , , |

WD Chapman Brockville Ontario Lure Ad This great WD Chapman Brockville Ontario Lure Ad comes to us from 1883. While this antique lure ad shows the WD Chapman Allure bait it also gives us some other clues to putting together the Antique Fishing Lure Puzzle. We see that it uses the name WD Chapman & [...]

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Holzwarth Expert Minnow Lure Ad 1901

June 14th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures, Miscellaneous Lure Makers|Tags: |

Holzwarth Expert Minnow Lure This Holzwarth Expert Minnow Lure Ad dates to 1901 and was found in a Wisconsin Naturalist Magazine. Really a strange place to advertise the ad for his Expert Minnow lure so far away from Ohio. I say this as there is not much information out there about Holzwarth in general and [...]

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Pflueger Luminous Lure Ad 1885

June 13th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures, Pflueger Lures|Tags: , |

Pflueger Luminous Lure Ad 1885 This Pflueger Luminous Lure Ad came out in 1885. This makes it 131 years old and a treat to still be able to see. Finding advertising that is this old is certainly a high point for those out there like myself that love old paper that has to do with [...]

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KK Minnow Lure Ad 1909

June 12th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Miscellaneous Lure Makers|Tags: , , , |

KK Minnow Lure Ad This KK Minnow Lure Ad comes out of the year 1909 although the Minnow was patented in 1907. That makes this great antique lure 107 years old. The K&K Minnow is lure is always a treat and a delight to add to ones antique fishing lure collection. The Minnow [...]

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Moonlight Fish Spear Lure Ad 1916

June 11th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Paw Paw Moonlight Lures|Tags: , , , , |

Moonlight Fish Spear Lure Ad This Moonlight Fish Spear Lure Ad comes from a 1916 Shakespeare Lure catalog, yes that wasn't a mistype. The Fish Spear is a classic Moonlight bait we don't get to see advertised much due to the scarcity of early Moonlight antique fishing lure catalogs. I do find it amusing the [...]

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Shakespeare Kazoo Minnow Lure Ad 1907

June 10th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Shakespeare Lures|Tags: , , , |

Shakespeare Kazoo Minnow Lure Ad Here's is Shakespeare Kazoo Minnow Lure Ad from 1907. These ads were for the Shakespeare Kazoo Minnow, an economy minnow for their line up. Very similar to fellow lure make giant Pflueger's Competitor Minnows. Shakespeare advertises the different minnow quality variations in the 1907 catalog. The first version of the [...]

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Heddon Dowagiac Underwater Lure 1902 Ad

June 10th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Heddon Lures|Tags: , , , , , , |

Heddon Dowagiac Underwater Lure 1902 Ad This Heddon Dowagiac Underwater Lure 1902 Ad is one of the earliest lure articles and ads I've seen or have run across for Heddon and their antique fishing lures. You just wont find many items in 1902, the same year the Dowagiac Underwater Casting lure and the Dowagiac Expert [...]

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Country Living Facebook Cover Photo Antique Lures

June 10th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures|Tags: , , , |

Country Living Facebook Cover Photo Antique Lures Just a quick post to note the Country Living Facebook Cover Photo is now showing Fin and Flames Antique Lures They published the article on their Facebook Page here, but got a few of the details mixed up like Heddon being the first lure producer, but O well...Country [...]

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Pilot Spinner Antique Lure Ad 1903 Hardware Dealers

June 8th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures|

Pilot Spinner Antique Lure Ad This ad comes to us from the Hardware Dealers Magazine Vol.23 1905 and shows the Pilot Spinner Lure. The Pilot Spinner HR Stewart & Co 938 First National Bank Building Chicago Ill are offering the trade the Pilot Spinner illustrated. It is an adaptation of a spinner and a feathered [...]

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Donaly Redfin Lure Ad 1915

June 6th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Miscellaneous Lure Makers|Tags: |

Donaly Redfin Lure Ad This Donaly Redfin Lure Ad Comes to us from the magazine, Recreation, and was published in 1915. The short blurb describing the antique fishing lure properties and set up and how it relates to fish attacking it. Donaly Redfin Lure Weedless Casting Bait A weedless casting bait which seems destined to [...]

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Pflueger Trory Minnow Lure Ad

June 3rd, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures, Pflueger Lures|Tags: , , |

Pflueger Trory Minnow Lure Ad This Pflueger Trory Minnow Lure Ad comes to us from a 1904 catalog. The Pflueger Enterprise Manufacturing Company Claims to have created the first artificial minnow production with its Crystal Minnow then on to the Flying Helgramite then to the Trory. Its hard to argue with them. The Trory minnow [...]

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Welch Graves Minnow Tube Lure Ad 1893

June 2nd, 2016|Categories: Antique Lure and Reel Ads, Antique Lures|Tags: , |

Welch Graves Minnow Tube Lure Ad 1893 This Welch Graves Minnow Tube Lure Ad is out of American Angler March Issue for the year 1893. Early American antique fishing lure ads like this are hard to source. If you read his ad its actually amusing as he says he doesn't have time to respond to [...]

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Pflueger Wizard Lure Ad 1904

May 31st, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Pflueger Lures|Tags: , , , |

Pflueger Wizard Lure Ad Here is a great early Pflueger Wizard Lure Ad. This clip is out of the 1904 Pfleuger Enterprise Manufacturing Company Catalog. The plate below touts it should the actual size. Model numbers 473 being Luminous, , Model 474 Non Luminous 1st Quality and 475 being of second quality. I'm not sure [...]

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Schoonies Skooter Lure Ad 1916

May 28th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Miscellaneous Lure Makers|Tags: , , , |

Schoonies Skooter Lure Ad This Schoonies Skooter Lure Ad was found in a 1916 Shakespeare antique lure catalog. The Skooter is a really neat antique lure. The lure itself is rather hard to come by so its neat we get to at see it in an ad. Schoonie's "Skooter" A Surface Bait and [...]

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W D Chapman Lure Article Closure 1893

May 21st, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures|Tags: , , |

W D Chapman Lure Article Closure 1893 In this W D Chapman Lure Article Closure 1893 we see WD Chapman say adieu to the fishing tackle industry in a Jewelers trade rag in 1893. Sorry for the blurry article. A lot of the older magazines and paper articles don't scan well. Fishing Tackle Proves a [...]

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Heddon Dowagiac Minnows Newspaper Ad 1919

May 20th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Heddon Lures|Tags: , , , |

Heddon Dowagiac Minnows Newspaper Ad This Heddon Dowagiac Minnows Newspaper Ad comes to us from 1919. Often we think only to look to magazines for ads, artwork and for information. This Ad is from the Arizona Republican Newspaper published in 1919. The Palace Hardware and Arms store provides us with this outside the box glimpse [...]

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Pflueger May Bug Lure Ad 1904

May 19th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures, Pflueger Lures|Tags: |

Pflueger May Bug Lure Ad This Pflueger May Bug Lure Ad comes to us from a vintage 1904 Enterprise Manufacturing Company; Pflueger Lure and Reel Catalog. The May Bug spoon itself dates back into the 1800's and can be fished bait casting as well as skittering. The May Bug has always been a favorite among [...]

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Pflueger Wooden Minnows Article 1918

May 18th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Pflueger Lures|Tags: , , , |

Pflueger Wooden Minnows Article This Pflueger Wooden Minnows Article was printed in 1918. The article proclaims and lays out in detail the evolution of its lures asserting it was the first, or the industry leader in the artificial minnow production. It lays out a time line for the production of the Pflueger Crystal Minnow, The [...]

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The Thrill of the Hunt Country Living June 2016

May 17th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Collectible Fishing Empherma (Books, Catalogs, Photos, Etc)|Tags: , , , , |

The Thrill of the Hunt Country Living June 2016 The Thrill of the Hunt speaks volumes to many of us collectors, either in spirit or in dedication. Whether its that crazed passion that wakes us up in the morning 4 hours early to get to be first in line at the estate sale or travel [...]

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Pflueger Muskellunge Minnow Ad 1904

May 14th, 2016|Categories: 19th Century Fishing Lures, Antique Lure and Reel Ads, Antique Lures, Pflueger Lures|Tags: , , , |

Pflueger Muskellunge Minnow Ad This Pflueger Muskellunge Minnow Ad is brought to you from 1904. The Ad itself is out of the 1904 Pflueger or Enterprise manufacturing Company from Akron Ohio. I've always loved this giant lure and had wished I had kept my example of this giant rubber minnow. The ad is a really [...]

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Heddon Dummy Double Ad 1917

May 13th, 2016|Categories: Antique Lure and Reel Ads, Antique Lures, Heddon Lures|Tags: |

Heddon Dummy Double Ad 1917 This ad is a Heddon Dummy Double Ad 1917 copy. Believe it of not this ad came out of a Shakespeare Lure Catalog. I've got a bunch of ads to share out of there and I've always found it funny that The Shakespeare lure company would advertise its direct competitors. [...]

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