Lucas On Bass Fishing – The Advertisement

You'll be hearing more from us about "Lucas on Bass Fishing."

You’ll be hearing more from us about “Lucas on Bass Fishing.”

One thing is certain if you do much writing for this site, and that is the fact that you pretty much have to have one big pile of material to search through. I prefer to think of it as having one heck of a nice library of fishing material, both books and magazines. As you saw on Wednesday with Terry’s post on the book “Lunkers Love Nightcrawlers,” we’ll be delving into quite a few book reviews on the site since combined, we probably own most all of the good ones that have been written.

One that I know Terry and I both have on our shelves is Jason Lucas’, “Lucas on Bass Fishing.” We’ve briefly touched on Jason before in pieces (HERE and HERE). There is also the great piece written by Ken Duke over at Bassmaster on Jason. The byline in that story is, “Between Henshall and Scott, there was Lucas.” That gives you an idea for how important Jason was in the history of the sport. We’ll be talking more about his book (a review) and his techniques (pre-tourney tactics) in the future, but for today, I just wanted to post an old ad that was used to sell this book nearly 50 years ago.

It’s not that often that you see such advertising now, but it was somewhat popular back in the early days. You needed to grab the readers attention, and a full page ad was one such way of doing so. Maybe copy was just really cheap back then. No overlooking it though. Beside, who wouldn’t want to “Catch More Bass and Bigger Bass?” And don’t forget that amazing 6 month trial offer (send NO money now) where you only pay $1 per month until the price of the book ($5.98) plus shipping charges are covered. Come to think of it, that’s almost as good as a late night info-mercial offer. Maybe things really haven’t changed after all these years.

April 1967 full page ad for Jason Lucas' book.

April 1967 full page ad for Jason Lucas’ book.