How fishing marketers try to lure us to buy

Marketing.

What is it, exactly, and has the word become an overused expression?

Perhaps.

"The action or business of promoting and selling products or services, including market research and advertising."

That little piece of minutia comes from the sacred fifth book of fishing tackle proverbs, destined to be an all-time best-seller.

Well, actually, the statement came forth via Google.

This column will certainly not endear me to some of the fishing tackle representatives who pretend to work hard on the company's behalf. It's my firm belief the people in this sales platoon barely have a sense of humor, especially when it comes to my infrequent and sharply worded (but mostly barbless) jabs.

All of which leads me to the herd of fishing reels offered for sale or inspection with 2015 affixed to the sales invoices.

Without mentioning a manufacturer's name, and scrupulously withholding the identities of retail outlets, I offer the naming of fishing gear as evidence that there's much room for improvement in this part of the angling business.

There's one line of spinning and casting reels tagged with the brain-trust name "Prodigy."

For me, that implies a new "genius reel" was born and found in a basket of reeds, and then snatched from the perils and critters of the Kankakee River. This creation of plastic and some magical form of metal could possibly solve all of fishing's problems, whatever they might be.

I can imagine a group of market research folks sitting around a table. One by one, each person would get up and write an absurd name or word on a chalkboard. A few murmurs could be heard as they gazed upon the names "Tatula" and "Aird."

I know "Aird" is Gaelic for high place, but how does that relate to a casting reel? Or are we supposed to just drool when we fork over the dough for each style of fishing tool? Tatula could imply a marking, maybe.

And then we have the "Procyon" reel. The name itself is based on a star system, with the reel's price tag out of this world, so to speak.

I probably could use a couple "Legalis" reels for the new year. The name itself is intriguing because it somehow refers to legal matters.

The name of the game is to come up with new products every year, otherwise what's the sense of a company sticking around and operating on its past accomplishments?

I'm not immune, and I certainly enjoy getting a new reel, rod, and some new lures to help jumpstart the next fishing season. I just get a big kick out of the pathways taken by some reel companies in the naming of their various product lines.

The important thing to believe and understand is how well the reels function once you mate them to a rod and attempt to land a fish.

Please keep in mind that when a reel company comes up with a macho name for its product(s), I believe the intent is to convince the potential male buyers that the buyer's manliness depends on tackle that reflects their style, and their willingness to seek out glory through the world of angling for that big one.

I also attribute a similar philosophy to the various branded super lines offered to the public.

But even before the "supers" (braided lines) came to the sales counters, one company used famed Minnesota angler Ted Capra in a video commercial in which he was extracting his lure from the morass of brush and partially submerged remains of a dead tree stump.

The voice and video in the commercial noted the bearded and disheveled Capra had the right line for the job, because he demanded it. He jerked the line and lure free because he was Ted Capra, a no-nonsense guy who finds and catches fish under all kinds of conditions.

It's show time:

Here's a quick glance and some important links to the various outdoor sports shows now running or coming soon.

• Chicago Boat, RV and Strictly Sail Show: Open now and runs through Sunday in the South Hall at McCormick Place, 2301 S. Lake Shore Drive, Chicago. For hours, tickets and more information, visit chicagoboatshow.com.

• Musky Road Rules: This winter clinic, featuring advice from Gregg Thomas, Tony Grant and Jason Quintano, returns Saturday at Cabelas, 5225 Prairie Stone Parkway in Hoffman Estates. For tickets and more information, visit muskyroadrules.com.

• Chicago Outdoor Sports Show: Runs Jan. 21-25 at the Donald E. Stephens Convention Center, 5555 N. River Road, Rosemont. Billed as the largest show in the area. For hours, tickets and more information, visit chicagosportsmenshow.com.

• Chicagoland Gun Show: This event runs Jan. 23-25 at the Stephens Convention Center. A one-day ticket to the Gun Show is also good for admission to the Chicago Outdoor Sports Show. For hours, tickets and information, visit chicagolandgunshow.com.

• Chicagoland Fishing, Travel & Outdoor Expo: This event runs Jan. 29-Feb. 1 at the Renaissance Schaumburg Convention Center Hotel, 1551 N. Thoreau Drive, Schaumburg, and features more than 100 travel-related exhibitors. For hours, tickets and more information, visit sportshows.com/chicago.

Fishing update:

Fox Chain: Ice conditions excellent with 5-9 inches of ice. You'll also find cooperative walleye action on Lake Marie and Channel Lake.

Shabbona Lake: Crappie activity good in 10 feet of water with plenty of safe ice.

• Contact Mike Jackson at angler88@comcast.net, catch his radio show 7-9 a.m. Sundays on WGCO 1590-AM (live-streamed at www.1590WCGO.com) and get more content at mikejacksonoutdoors.com.