Fishing is a great Minnesota tradition. DNR officials say introducing a new generation to that custom is a crucial part of maintaining Minnesota’s outdoors, its environment and economy. A national decline in outdoor recreation participation has prompted the DNR to take action. The states statistics show hunter and angler numbers have remained fairly steady, yet participation among youth and young adults shows signs of decline.

A new radio, digital billboard and direct mail campaign holds the slogan -The Fish Bites the Lure, and Yet, You Get Hooked, - developed by an advertising agency hired through Recreational Boating and Fishing Foundation (RBFF). The campaign is a collaborative effort of the Minnesota DNR, RBFF and Minnesota-based Wildlife Forever. RBFF is helping offset costs of the direct mail and billboard efforts. It is also investing $1 million in radio advertising in Minnesota and 29 other states to support its Take Me Fishing campaign.

The DNR says they recently mailed 40,000 reminder postcards to former anglers who did not purchase a 2007 fishing license last year (less than 1.4 million fishing licenses were purchased in 2007). The postcard’s message urges these “lapsed” anglers to rediscover fishing and boating and purchase their license. The postcard campaign is being complimented by billboard advertising across the Twin Cities metro area, including a daily countdown to the fishing opener on digital billboards. Radio advertising and promotions with the St. Paul Saints and the Minnesota Vikings sports teams are also in the offing.

“Fishing is incredibly popular in Minnesota,” said C.B. Bylander, DNR Fish and Wildlife Division outreach chief. “Yet the percent of Minnesotans who fish is declining. As a result, we are looking at proactive new ways to recruit anglers and retain those we have.”

Bylander said one of this year’s new slogans - The Fish Bites the Lure, and Yet, You Get Hooked - will be used by natural resources agencies in 30 states this spring. Nationally, angling participation is on a downward trend. In 1996, the U.S. Fish and Wildlife Service estimated the national angler population at 35.2 million. In 2006, the estimate had fallen to 30 million, a 12 percent decrease. In Minnesota, fishing license sales have remained relatively stable at 1.3 to 1.5 million each year. However, despite bucking the national trend in license sales, interest in angling has not kept pace with population growth. Said Bylander: “Years ago nearly 40 percent of Minnesotans age 16 and over purchased a fishing license. Today, it’s about 28 percent.”

The DNR offers a variety of ways to introduce kids and adults to fishing, including its MinnAqua fishing clinics, Becoming An Outdoors Woman fishing clinics, and Fishing In the Neighborhood local fishing opportunities. The agency recently hired Mike Kurre, formerly of Gander Mountain, to head-up an angling mentoring program. The DNR is developing a Web site of kid-friendly fishing locations. The DNR also supports Anglers’ Legacy, a RBFF program in which avid anglers make a commitment to introduce someone new to fishing.

Minnesota’s 2008 fishing licenses are now sale at more than 1,200 retail outlets.

Licenses can also be purchased by calling 1-888-665-4236

or

visiting the Minnesota DNR website

---Information Provided By The Minnesota DNR---