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Trout Fisher has been Fresh Zealand's only dedicated trout fishing periodical since 1991. It's 100% Kiwi Owned & Produced. AIM: To promote Fresh Zealand trout fishing in the spirit of public ownership. Its owner, publisher and editor describes himself as "a classic fly fisher but atypical magazine purchaser", meaning that he fly fishes impulsively but only buys magazines deliberately, and very few at that. Typically, he feels, magazines are 66% advertising and 33% reading, offering tiny value to the reader. Although advertising is always welcomed then, it’s fair to say Trout Fisher remains a deliberate attempt to achieve the reverse. The magazine began when the publisher contracted rheumatoid arthritis and was forced to make fresh work. He had never published anything another than reports before, but a trout fishing magazine looked a fully viable (not to mention highly beautiful) solution. The initial intention was simply to produce a retirement fund but as the magazine’s scope expanded and publishing knowledge grew, that intent rapidly became something much larger. Originally a single folded black-and-white A4 newsletter, Fresh Zealand Trout Fisher has steadily progressed to the 48-page full colour magazine it is now; firstly entirely through direct sales and currently, a combination of direct and distributor sales. Subscriptions are handled in-house and are accessible in both print and digital form. Maybe one day the publisher will retire then, but it’s hard to see that event when producing the magazine has become such an integral part of our lives; not to mention, so much fun. So for now the intention is to hold going until either old age dictates or, if he wishes, his son takes over.