Fishing & Boating News

Fishing Brands Align with Trusted Marketing Group

Northland Fishing Tackle and Bagley Bait Company tap Traditions Media to bolster PR and influence marketing

by: Leslie Sundahl Vick, Traditions Media

Photo by Leslie Sundahl Vick
(Sep 15, 2020 - Bemidji, MN) Northland Fishing Tackle and the Bagley Bait Company announce the addition of outdoor-specific marketing group, Traditions Media, to its team, effective October 1, 2020.

“As fishing continues to reach new audiences and with license sales on the upswing, we look for every opportunity to communicate our brand messaging,” says Northland/Bagley President and CEO, Gregg Wollner. “I’ve known Noel Vick and the Traditions Media team for many years and admired their work. They are simply the best at what they do. I’m looking forward to the opportunity to work together.”

“We’re very excited,” adds Northland/Bagley Vice President of Sales and Marketing, Eric Naig. “Traditions Media is the PR leader in the fishing industry and it’s our standard operating procedure to surround ourselves with the best in the business. The Bagley acquisition gave us a little shot in the arm to finally come to Traditions for our PR needs, which is something we’ve wanted for some time. Joining forces with Traditions is going to be key in our rebranding of Northland Tackle, while also telling the Bagley story, which nobody’s told in a really long time. We’re excited to have Traditions Media onboard with all of its experience.”

“We are honored to be aligned with the originators of such innovative and time-tested tackle,” says Noel Vick, Traditions Media President and Cofounder. “We have a great deal of respect for Northland and what founder John Peterson established decades ago. The current team is continuing John’s legacy of progressive lure design, backed by energetic sales and marketing.”

Vick adds: “It’s kind of back to the future for Traditions Media. We established ourselves in the north over a decade ago and broke ice, pun intended, in ice fishing. While we’ve spent the last decade cementing our strength in the south and saltwater, as well as hunting and general outdoors, we’ve always had a solid handle on the northern states, Canada and ice fishing.

“It’s a natural fit given that the Traditions Media team is natively built of writers, marketers and anglers with expertise in the markets served by Northland and Bagley. That also extends into the world of ice fishing, which is one of Traditions’ original, core strengths. We’ve worked with many of their pro staff over the years and now is our chance to leverage their work and make those relationships even stronger.”

Wollner adds: “Brian ‘Bro’ Brosdahl has a unique way of bringing our products to consumers. Capturing the relationship between Bro and Traditions Media and bringing that to consumers is another great opportunity.”

“The timing couldn’t be more ideal,” offers Vick. “With industry expert Gregg Wollner taking the helm of the brands as President and CEO and the experienced team of Eric Naig and Kyle Waterman in Marketing, we look forward to collaborating on some exciting new product launches. The industry and anglers are about to see some really cool stuff.”


ABOUT Northland® Fishing Tackle
In 1975, a young Northwoods fishing guide named John Peterson started pouring jigs and tying tackle for his clients in a small remote cabin in northern Minnesota. The lures were innovative, made with high quality components, and most importantly, were catching fish when no other baits were working! Word spread like wildfire, the phone started ringing… and the Northland Fishing Tackle® brand was in hot demand! For 40 years now, John and the Northland® team have been designing, testing and perfecting an exclusive line of products that catch fish like no other brand on the market today. Manufactured in the heart of Minnesota's finest fishing waters, Northland® is one of the country's leading producers of premium quality jigs, live bait rigs, spinnerbaits and spoons for crappies, bluegills, perch, walleyes, bass, trout, northern pike and muskies.

ABOUT Bagley Bait Company
The personality of any company comes from its founder. Jim Bagley was an inventive, fun-loving, passionate fisherman who became one the most respected legends in the fishing tackle industry. In late 2010, Jarmo Rapala and a group of investors bought Bagley Bait Company. As an admirer of Jim Bagley for his attention to quality and of his product ingenuity and innovation, Jarmo initiated significant changes in operations, enhanced production processes and quality control. Now in 2020, Northland® Fishing Tackle, along with Jarmo as its Chief Lure Designer, maintain the legacy of creating premium balsa crankbaits and topwater lures, as well as jigs and spoons for both freshwater and saltwater anglers.