/04938-Big + ‘National Sportsman; more FPIKE on Heddor How to Catch More Fish: Heddon's RIVER-RUNT etek! Siz Models, Au Colors: =x 10 Series 30 Series new "60-0 a cetTO TTS © : : The Most Democratic, Restful Fishing, - - Natural and Univenal Seen! By CHARLES HEDDON. President ol the Haddon Cetpany since it has eliminated the prosaic,—the old. fashioned “sit-in-the- sun-and-wait” methods, Col. Charles A. Lind bergh’s father is quted as having said: From Washington to Roosevelt, many of our Presidents and other prominent men have been ardent fishermen, For youth and adult there is nothing more Beneficial, than to’com: mune with Nature in her woods and on her waters. The refined angling spirit cannot sin against lellow mortals, “The Seat time I really be. came acquainted wilt my Son wos whes I took Bim on eEshing ein ‘The most prized bene- diction that T received rom my own father — “fim” Heddon, as he was aliectionately ‘genlle of of Ushing. It allords @ relteshing leisure. este tho! y "aman so te bedy and e Benedicion te the Soi. ll. There ie. something natural. homely, whole me and unspoiled about the ftherman which we best cntidete fer tl al ell do well to cultivate sins of m choldren te the e beset woods and mysi Some sage or philosos do not know, has truly said. whose name ie lle sre ber we it in Biehing. inere ! Modern angling methods fire the imagination, And ¢=*! nd challenge the skill. They also appeal to the sense of good sportsmanship. Fishing is now intensely pleasurable and engaging, “Allah does not deduct trom the allotted «lime of man those hours bid fashioned hishing fee hear! k “FISHING!” . . . An Appreciation by IRVIN S. COBB I, for one, am proud to call myself a fisher and with the fishermen stand. Ours is @ venerable and @ noble and a healthful sport. To practice it is good for our minds and our bodies. To lie about our lishing afterwards, makes the imagination more llexible. But to get the maximum of enjoyment out of this favored pursuit f* of ours, the fishermen must have the right sort of tackle, rightly and # iivit §CO88 honestly built. The concern called James Heddon's Sons makes such magic ®4 tackle as lam glad to testify of my own tree will Because of the uniform excellence which I have found in Heddon wares. it affords me pleasure to tender to the present members of the firm this voluntary —and unpaid: for ~-tribute, May they live long and may they prosper and may they go on making fishing tackle for this nation of fishermen and lisherwomen! B SERED OY SORTER nS oie oc wap Lhe te U.K Copyright 19 Jam = “Makers of Heddontfishing Dowagiac, Michigan To Dealers and Jobbers. Why Heddon Tackle is Profitable for You Because Heddon Tackle sells QUICKLY and at a FAIR price, it is PROFITABLE for you to push. Fishermen prefer it because it is so well made and well known. You can "cash~in” on this vast goodwill when you feature "Heddon", because Heddon Tackle brings customers to your store. Again "The River-Runt Does the Stunt" — in Sales, in Profite and in Fish Breaking all records, the "River-Runt-Spook" family has sold by the hundreds of thousands everywhere, — fresh-water and salt -- and again will be "the-bait-of-the-year" for 1940. The new "Go-Deeper Run fills a need of a bait that goes deep and stays deep for the entire retrieve. (Note the new Display Boxes for it and other Spook Baits.) SPECIAL WARNING: The name “River-Runt" is Registered in Patent Office by Heddon and must not be used to designate any imitations under penalty of law. Infringers are being prosecuted. and loyal Dealers are asked to reject imitations and insist on the genuine “Spook” Baits are covered by mechanical and design patents, and Heddon's well known policy of aggressively defending their patents is being vigorously enforced. Both Dealer and Jobber who handle Baits that infringe, are liable for damages under patent law. Push Quality Tackle! That means "Heddon's" of course. Cheap tackle is unprofitable for you to handle, and unsatisfactory for fishermen to use. Millions of anglers will buy good tackle if you will only show it to them 1940 will be another big Heddon Tackle Year. Don't be get your order in early. Please be sure to order the Free Advertising Helps shown in "Dealer Supplement Cordially yours JAMES HEDDON'S SONS. Tackle Terms, Etc. TERMS — All goods ore 1. 0. b. Dowasiac. 2% lor cash 10 days E. O.M (2% 10th prox) or net 60 days Gosh discount 1s @ premium earned by payment within the discount pariod. and will not be allowed clfer the 10-day period hae expired RETURNED GOODS — No goods will be azcepted lor credit of exchange without our permission for the! felurn and such goods must be in stock condition. in sevepting goods tor credil we feserve the fight to ‘deduct (rom the credit memo a percentage sulicient fo cover cost of handling thi ranging irom 5% to 10%, Goods made special are never subject fo return. We sland ready at all hes fo Teeuly ony mtates Gr sake carreciions without cos! fo our customers, [SHIPPING — I instructions ate not given, we will ship by the cheap judgment EXPORT DEPT. — Address 4313 DuBois Sled Congress Park (Chicago), Il In charge sl Me Edward Tones, Export Manageswho ie equipped lo render expenenced service “Coble address, “HledoncoChieage (CANADIAN REPRESENTATIVE — Sport Goode Agencies. Lid. 60 From St. W. Toronto, Canada, 61 method or use our bes! voWhy Heddon Baits? Because they do catch more Prize Bass and Wall-Eyed Pike, as proven by their outstanding Leadership in “Field and Stream’s” National Fish Contest for 1938, and many years previous Beon-There” Fishermen preler Heddon Bails because they are the etiginal “wooden minnow” and ol recognized highest quality. They are now improved aed wooden models duplicated in tamspareat material lound in the famous Heddon Spook” Baits on pages 4, §.6,7 and 8 Furthermore, the experienced fisherman knows tht every Heddon ‘bait must be a proven lish-getter or Heddon would not make il, ond each model tested under bahing conditions, Heddon Baits cot slightly more than numerous imitations « dillerence that is mote ‘han justihed by the dillerence in'quality, their serviceability, and. tsh-gelting bility. Nothing but the best goes into them: The choices! ol seasoned codar ond ‘Gumwood, and transparent melded bodies, the fastest colors and the highest grades I paints and enamels, and the best grades of hooks, imported and mage especially ‘9 rigid specifications Heddon hooks are now cadmium-plated to make Inem Os too! ds possible ~ not just niekeled oF pointed. Why Heddon Anglers DON'T LOSE Prize-Winners Heddon "Fishaaver” Hooklasteners are held by TWO Screws ine Hooks will not zevolve er twist ol or pull out becouse they are doubly secured with nse Heddcn patented hoot fastener, ye! con easily be removed fo replace o broke Sk “Hooks are held in best position o insure heaking the fish: ond seldom touch sage the bait Upon request any Heddon bat! will be iurnished with single oeks, of fo otherwise comply with special Slate low ad of one Fe Read this Remarkable Record:— : ae In neatly all the 28 years of Field & Joy <> Stow Nall Heh cones None Ps FH Rete ol lures, Also many: Pre Muskies mma Waleyes ond Great Herter Pike verzot ute ond real bah getting ability Im Seattle and Portland “Salmon Derbies” many Prize'Salmon are taken on Heddon Boils. Also a! Port Angeles. Wath, Salmon Derby. the firs! prise for two years on Heddon “Basser Par More Prize Winners (sec phos 2 se In Field & Siroam's Contest for 1996 4 © of 1938 Biggest Bass of 1938 7 . A 18ij:Pounder by Fred Glander Biggest Wall-Eye A 16-Pounder at Horns Lake by OP sorts of Clinton, peu perme Tale Le ‘Token ot Lake Traferd, Fle, on Heddon River Runt g IID Prise, Wailfyes in 1896 contest on | Spock. At the some time he landed 2 boss totaling é don Batts, mostly on River Rune, 120 be, all on @ Heddon “River-Pun'-Spock The Heddon Guarantee Heddon Tackle is mode to give “Value received — plus.” and to meet the demande of quality ond service. It is made as neor 100%, perlect oe skill, knowledge, and ingenuity will permit Every oticle ig made ol the best materials obtainable, and suitable for the purpose. and should opy fackle prove dalsclive in momulocture, or fail to tender ihe. seraice which thould reasonably be ‘expected, Heddon agrees (0 teplace oF fepair i. or adjust it stislatorily, or refund its priceHeddon “RIVER-RUNT” Baits Trade Maine 1d. 5. Fo. OW Several models: Floaters and Divers Regular and Jointed — and Sinking Underwater Lures, To-both “Fiat "Spook" materlal, end wood conattuction. Lr literally millions of anglers say abou! this “snooty” litte runt of @ bait And c million anglers just can’t be wrong in demanding this lure. It’has attained national popularity on merit alone, and is universally used for ALL game-tish in both fresh water and salt water It is “Standard equipment” with ex: perienced anglers, because they have pao found that there is something about its ey rane size and shape and lively awinming = Arie action which is simply irresistible A ~ gifeention, small, light lure, yet an excellent caster, a ‘deal for light whippy rods in both steel and bamboo You can now gel the “Runt” in different models as shown on the following pages. The “River-Runt’s” popularity has resulted in many imitations. Therefore. be sure you get @ genuine “River-Runt” by seeing “Heddon” stencilled on the bait. Uniess made by Heddon, is not @ genuine “River-Runt” — trade name registered in U.S. Patent Ollice A true sportsman resents having imitations foisted upon him, and rejects them in the interest of fair play, and for his own protection against wasting precious lishing hours Unsolicited testimonials by the hundreds come to us with piclures of remarkable catches by River-Runts” on Bass, Wall-eyes, Pickerel, average Muskies, etc. also all kinds of Salt water Fish. Just give these little baits @ try and you will say what other anglers say “A marvel” —™ —"Better than live minnows” — etc. Famous “Shore-Minnow’ Colors (X-ray Design) This “See-the-Ribs” Decoration originated by Heddon 8 “Shore-Minnow" Finishes. "These opgizal Heddon Cove spliene. the Saul spsaracr tote tint ake ealsaee Sk! ANDRE | New Glow. Wore Finish apron & A. ny, rang bot wh N00 sim -— Rese — - TWO NEW ONES: oa RIVER-RUNT-SPOOK Catches ALL Kinds & eratHeddon River-Runt-Spooks i" Newest of the “Runts”—The GO-DEEPER Model (2 Sizes) No. D9010 Series “Midget GO-DEEPER River-Runt” ‘Small Site lor Light Rods Gon Tills @ longtelt need of « bait that gars, big’ ones, ideal lor Wall Eyes when in deep water The ext lax ‘spoon lip i . maker it dive Io the botlorh evan in 15 to 26 leet at Water and slay there for entire relnieve. ond ot te some time. imporis to the bei! on occasionel lively Gort and natural swimming wiggle. Combines the Sate, MeAcwa ‘ring qualities of a metal spoon Grd minnow body . pear ASE Length overall including large lip. 3 inches, Weight + after Two Trebies BBP kes SOE erties . ssp minaw Bet wate soe Redo abet SERRE Subhtortisy Pe ech pate : ee No, D8110 “Standard Size GO-DEEPER River-Runt” Same os abore excep g litle lorger. Length overal in Weight 2/5 ot ll col i fey, BU Feta Seu Bok : Green cle 7° Balled Slvr Seis Med Baga Sew Roveanoe wt BRIBE Gicen Shore imate” ech $1.00 t oe BRP Ge Ss: ‘ Bibs Sess wee i Smallest Size of the “Runts” ! No. 9010 Series “Midget River-Runt-Spook” i Ideal for @ VERY light Rod and Li ie ryan @ ref amlyieenty ni ay ' " | TBR. BT kia : ‘ oe Saw Bi ae ‘tosmx ERPES the oe No, 9110 Series “River-Runt-Spook” Original Sinking Model See alas “Riveront” Wood Model page 16 : The original model, a slow-sinker and the most popular bait in America. ESNet rede eee Rhy URED ecto iMore River-Runt-Spooks sissche Tis No, 9400 “Floating River-Runt-Spoo! ‘Semi-traneparent, Indestructible Fiaish fashy Length ih nehes, wong /8° since. Twa tebles Each 3050, TWO JOINTED MODELS: No. 9490 “Floating Jointed River-Runt-Spook” ptructble Finish Blloe SESE sng No. 9930 Series “Jointed-Sinking River-Runt-Spook” For all game lish, everywhere A very Ielike and ntural swim Ww Fe SB vely ide Lette tail Sis slowly and ovat Geer at Ww Bille Site song at ints Length 24 inches. Weight 477 ounce SBE BRN Bate’ Scale re ORIGINAL WOOD MODEL (Sinking) “River-Runt” No. 110 Series. Lite. —but what a Fish-Getter! {A small, compact, lively ture for tight fede “Oniginally made ler ond very Uliecive lof ves ishing patteutaly lor Sinall Mouth Baas national wiggling, mon | rT [ALL KINDS — Boss, Muskie, Great Northern Pike, Trout, ete, 7 Ne oO did as MRSS hel HeaiaHeddon “SPOOK” or “FISH-FLESH” Baits Net made of Wood. SemicTrangparont, Indestructible Finish. Marvelous Fiah-gellers because amatingly Ialike in Colet, Shape ead Action, Now you can get ta! vital thing sm boits, thot true “Wah-fleh” appearance of live minnows! It is simply iresisuble to ALL kinds af game-ish. and i predeed ky ike fiahy. sealy ond sidesceat material of which hese "SPOOKS" coe meee Feed Heddon feature’ Those new “Share-Minnow colors (see page 4) cre nowt obaintie all models. and were originated by Heddon. They show ine'wanstcrons bode ai se shofe-minnow whose ribs and backbone show when held to the light, You stes wears lish sees underwater” The mes! popular Heddon wooden bails, ach oo “Vann tah Indestructible Finish and Construction. Hocks will net pull out. Trou g see chemical proces, he clots ond ball nish have becans por ‘ onl ot wel. and heer snd i ee Wena siete “Vamp-Spook.” No. 9750 Series. (3-Hook Model) Stes’ ony. we er Langin tip inane, Sight — —- BED Ee RUE: aoe av " Soe Ces. Bey Eee a j wie No. 9730 Jointed “Vamp-Spook” Transparent, Inde: ann etiam ora Lia es ous Ue y ! Hie ELE! BRE ear fo arn a BRIERE Ree : No. 9900 “Crab-Spook” (Floater) fu i ncaae ERE Ic,More Heddon “Spook” or “Fish-flesh” Baits No. 9540 Serie: hugger-Spook.” A tep-water tentalier. ‘except when “jerked: spol b ori” “hooig” outing” He ean a : : Wn TreshiWeter and Salt Wr Fab con be S renege by lover smputoton “ an (Pox, f bait on the eulace This new modo! ie mode solely for this use Wis very Buoyant and sits io the water at © slant with cupped mouth and head slicking Up. When line is jerked lightly, the “Chuggee Giver under, catching © big bubble and ebbing quickly to the surlace, Parc fective in quiet wale's and in Smong thé pads. Length 904 inches Weight % ox Each, $1.00 es 9512, Whe ond Hoe exne Gigen Shere Minnow Eee Rese The Original © ‘Dowagiae: Spook” No. 9100 Series (Sinker) A sinking underwater lure — Transparent —Indesteuctible rN "A dondy Pike end Loke Trou! lure ERT Ecc ER GSS. EIR Geis sroresionow RESIRBE' Whe StoreMaaor estoy GSE Speck Rea eat ‘All Kinds of Fish are taken on “Spooks,” in both fresh and salt waterTwo “Wounded-Spooks” (Wounded-Minnow Type) 2 Sizes Sino egal Hoddon "8.0, 8. Wevnded Minnow” Swins on side Ike « hat menos. Semen fetes cosy ot slow spend ad a lan apc Hck np a al tga Dent es Pama, Sinners Bete oct: Aiow thom fone sill then move ver sight akeacd'h, O20 beso hur No. 9149 "Wounded-Spook” 2Hesk Set Sse See gossas” of Florida —Fish-getters everywhere ent "Spook" Bodien—9 Models. (Ales wi No.0 Ne. ea Sables ‘Bitinc . $240 Series “Zara-Spook Jr.” ‘Ww ounce, Two tables. ‘Each $1.00 No. 6600 Series “Darting Zara” (Wood Body) icon ae sirdise» New! No. 2100 Series “CRAZY-CRAWLER” Liveliest and most thrilling Surface Bait ever made. (Two Sizes) 1 you are easily startled by il x fs amashea of hat More ond more anglers have come to realize the extra ‘ buoyant body, equipped with two metal armo or hp ers. Ie i door North “weak heart.” DONT use this Bat! thrill of sutlace lures The “Crazy-Crowle ich give in'that crowlavoke. swimming ection stall cracture splashing ond. sw i ig Boss juet cant resiat st neither can Grea) form Pike. Muskies, ele. olso Soll Water. Trou Snook. Small Tarpon. etc Casts easily. Operaies auto. rally slow or gu apeeds-anyene can operate Tongih Bik inches. Weight % ounce 2 Treble Hooks sisas 12150 Muskie Site—3¥; inches Weigh: } ounce $1.25 iiwam Grey. Meuse nisscm HBWH Blase, Wise Leo! What Anglers say about “Crazy-Crawler’ © A Leitich, Chelsea, Mich “It's o killer and sure handles awell. — and I know my bails ett — Fe ane Sneeee Ny tea arab clay sede BoE Onan ame AL ot PO No Lapidot le acon. the anneer to the fhemon's dren : 1 SEP toaeneebaanara i aie Cour gta Wats tart red some ence” | BIG ones, especialy, go for "Craty-Crawier - | No. 740 Series "PUNKINSEED" (Floating and Diving) See Colr Chat Page 3 der FipRod "Pein | and clos het hve o's! oppesl fa ke @ | ce ee ae oat tates Shee fl under Fool wise big ons thot have ses ondardahaped es (Colors natural as ‘Gon b jek sagih 2h inches. We JER Yeliow Shore Minnow ‘Great for Gny Hh that feeds near surface ‘operated with slow relsleve. ot ccoasional “W8 ounce Two 1 rae ees tno S100 No. 730 “PUNKINSEED” (sisting) Same ae No. 740 except weighled slightly to make it sink slowly. Weight % ounce $1.0 Shed RGU Sunteh Becas RES RES'Sns wane Shore MinnowHeddon “FLAPTAIL” Baits @ size Liveliest of Surface-action Tantalizers brings up the big ones with a rush Here is @ sutloce lure with the most entrancing aclion, More end mote fishermen realize the greater ttvil that con be ‘obisined when they both SEE and HEAR the suite, o¢ well ax FEEL tt The Fiopiail” vavels well out of the water. The large spoon makes one oF Iwo sputtering revolutions one way. hall out ol the water, then reverses Then st flops rom side fo side ond creates @ great commotion. This gives & rolling wiggling action, ond every oppectance ol some creature swimining lor dear ile Oecosionally t noses into. wave @ lew inches Intended prnamly lor Bass, it ie very ellective for Pickerel, Grea! Pice Musics. ele. ‘The Masky size in Wisconsin ond Lae. watecs proved o tlle lor big Muskies when nothing else would Toe “lurhnished” Mouse-shapes would fool even a wise old cat Here is How it Looks and Acts: . > oer 0 GG Con be ihe tanked” goon gu ta SS ng re No, 7110 “Flap-Tail, Jr.” (“Minnow and “Mouse” Shapes) ie ach shan eK Thatch Me I, Yu. nad toot pokey SRY SCONE, No. 7000 “Flap-Te Just like @ small creature swimming for dear Ile. A Surioce lure that Licks up a great com: motion that brings smashes that surprise end thei yeu. The Mouse is exceedingly leslie. with forlnish, Deady eyes, ears, ond whiskers A sure hecker Longin 4 inches, Sreight 4/8 ‘with wire leader, Two , treble. heats Each $1.00 Biren the No. 7050 “FLAPTAIL MUSKY” (Sturdy Built) AL foie speed, the Musky” creates the Gurlace commotion ond beings ste Irom big fa Muskies which lowed other hooking quattt ‘aly feporte come {rom every where on ts luring and Built gusta ston for heavy uty. No MSBP Sunes Scale Tes ote “Psutged ee Ue sCULrLLlr Me, f0sim Nowsst Seale” Ro. THR0BM Brown Mouse (Fur) nih, ‘Each $1.25 mi I” (Standard Size, 2 Treble Hooks)Famous Heddon “Vamps” tite shaped — wood Body) we x Hemet, Soars there ewe io 4 ISR dhe er atalacre Ba ee Pons Suge See olnce scegn' Bs I spect, Red Hood APRESS pone . | No. 7300 Series, The Swimming Vamp (Jointed) taish with Double Hock on Body 22 tumFen easier ae Heddon Stanley “Ace,” “King” and “Queen" Metal Lures Excellent also with Pork-Stip Wen E Stanley of Chicago, many times World's Champion Caster, worked jointly with Heddon in pro: ucirig this bets "spoon type" ol bait. The "head an" neck” leature of these bait gives them the curacive Swimming and diving geton lormerly found only in wooden baits. They have oll the lash of spoon bas Swihout test line twisting evil, will not turn over when Being retrieved Now equipped with New Double Wite-Hinged Weed.Guard which is very allective, “ACE” — 190 Series (Weedless) ‘This isthe smalles! size, body length 134 inches. weigh! Yt ounce. Casts like {bullet and ss weediess. The bright leather allacte the strike to the hook fi ie'minnow, ily, ond spoon, in one’ (Nickel, copper and gold —red leather regular, olher colors special) Bach, $030, HONS Sark 290 “KING” and 280 “QUEEN” ne, Cue er Se “anc now wih Dosh Wie Wond.Gud = BT Gon nthe No, 296 “Musky King” ‘Same os No 280 except equipped with large 6/0 single Siwash Hook se “QUEEN” — 200 Series (with Weed-Guard) Exactly the same action and consiuction aa No” 290 Sees, King except amaller for Lighter rads ‘Length 2% inches, weight ounce Each. $0.75 oe Sai FE? Bese ine ond hes Stanley Perfection Weedless Hooks 31Salmon, Striped Bass, and Musky Baits Extra Strong Hooks, end Sturdy Construction for Heavy Fish Heddon “Giant Jointed Vamp,” No. 7350 Series (wees) Extra Strong in Every Way. Cannot Pull Apart ot Joint or Line-Tie or Rect Hook pul Originally made lor Muskies. this big lure te now @ lavorte for large ‘Salmon en the Pasilc Coast, alzo lor Siiped Bose The specicl color illustrated hoe been developed ior Striped Bass snd colled "Bob Allens Sinpey.. @ design suggened by Mr Fob. H Allen. President of the Associated Sparsmen Kenn of California. ti is extremely populor for Striped Bass cod Seager... equally ellecive or athet large lish. A natural swimmer walk Iai ida it toto Maerenc tong cunt hicks Floss and len f'a pit ctabout tree las depeougeas speed Eulr Qa rg Gree Wevgh 4s sagsen Longs Sir inehen tat No. 7550 Series “Giant Vamp" 1 Piece) i Siri J consiucion and suze tc lente Model chown above Tiger ent . No. 7540 Series "Great-Vamp” (casing Sise) olted deny i tosiead Loar Sissies By ounces Behe A’ i ‘Sw feirer bul ean be rMR sone Seo sagen youome No. 7510 Series “Giant River-Runt” oS Peuesne Famous “River Run: octon mobs | Barto Must Loge il Bike | Eatnen ec Looks sicch bigger to itis the wer ond eames bot faten innde mouih by average tsk tietebyInusng hooting Few oul ws Siclegdee Dives on rors Gnd svine’ lively. Weight Tos over ioe Tons Di inches te tables Bul ete son sas Bib funjend Bi She Ee Bic RI'SSL M4 Wiha Sits etched ies"hciey eben ls erie able of Spoil ede BB Toney Green, Back wa its Wins Say 1 Atal Sie my. Salmon, Striped Bass, and Musky Baits ccouinea New and Improved Salmon “ZIG-WAGS" and “BASSERS” with Twine hooking arrangements, Rubber Flippers and “Shore-Minnow” Colors Remerkable catches on Heddon "Bassers” and “Zig Wags" are made in the Salmon Derbiew at Seattle, Belinghom, Vitoria. Porland and Port Angeles, (Other “Buasers” on page 16) No. 8350 Series and 8360 Series “King-Zig-wag” very strongly Jointed ROSS En be ERAS AA Ben Heddon “KING-BASSER” Nos, 8540, 8550 and 8560 Series 4/2 Inch — 5 Inch — 6 Inch Respectively — Meat: tgrishing and very serviceable Length bl 1a Weight 11/9 ce T-Single. With swivel Bach $080 SHWINP Nickel Plott SENOSP ale, SHEE” Wave ond hes EMSs Alls'sbigey soote us) ee SeSpecial Underwater Baits When tizh ore in deep water and will not rite to°"top-water” tures, those baits should be used. No weighla are needed os they will snk of their es ‘sccord Record coiches have bean made on Boss, Pike elc. when ol! cine lures lasted Especilly wllective in late rummer. and mighty goad ot cll acy Original “River-Runt” No. 110 Series ih Tap ince We No. 10 Series “Laguna Runt” . ie etal ade’ feel eal onc, fet" fe” MY MH so 7 Nass Original “Dowagiac” Minnow Heddon “Torpedo” wo. 100 Series 100 end 150 Seri Wo Faney Green Bock, : No, 1900 "Baby-Crab-Wiggler” (Old Origine! Model) | . 2 we = “A fe Wi iady: RedEye ona au te} HRP Buse Sie ia { Heddon “Tad Polly” No. 5000 Series and 5100 Series a : Says. cee ot MSGI SE Ny ist Seles MS Eel nan mes sie, a si sim = Pha ssc BE WRN ay ne as ona ta _ SESS: ie CS « : piste SS sie Mo. Sayan coor so00s eck. $1.8 eck ee eke aaHeddon ct seeing the 1 Resa Sine Prelerred by experienced anglers, who tell us “i's made" lor ithe stand-by the best oll “round ure av Maskiee, Prekesel eve Its thousgnds of Ishermen all over the counity. ‘The new. Mouse with beady eyes, ears ond tall Siursdiniah 9 dill”. Other colors have no tail ot wiiskers The 210 iz semrweediees, wih is Souble heats. ond can be used in surpra pris snags ‘ond weedy places 2 'dandy coster and 2 gteat boit for night Heddon *Countand Twit ‘ation Sue No 200 Seriew, 9 treba S. 0. S. Wound: aor tess Wo Saree SaaS, No. 220 “Weedless Widow” sa cute hooker ere Surface Baits Produce “Smashes” 3 Bt el vind pe in the luminous finish. Hos @ hydoplane action, ‘and when reltieved Iasi, maker @ big ewake ‘Boss with pls a ed rod, Nu 0 hing Hooks Same Gelors as No. 210 Series Each $1.00 (3 Sizes) Nos. 140, 160 and 170 Series ene one this" ba ing sound ond suiiate com Ye Bd toot Rees A Surlace Wiggler. & Po“Bassers” (2 Sizes) 8500 and 8400 Series Soe a eter bole a'tinat havoc Body Bs nas No, 2400 ‘Lucky 13. I 2-Hook Mode! Heddon “Zig-Wag" (lointed) 8340 and 8300 Series suinon site on Fase is ay alo won “Witching ‘andthe No BR EB edited” No, OWL iin. Wet Moe Bete, BLT, ped teas Bea aie se sy‘ Heddon Special Salt-Water Lures (ote: See cleo "Selmon ond Striped Bass Lures” pages M and 15) 1,9 realize tho! oll tinds ol Salt: Water Fish con be taken on “Plug ing Tour or Weothish Snook, Ladyiish, Crevatle. Channel Ba: ct fod .oh Kinghish of ‘King Mackerel Tarpon. el suitable for the purpose and very ellective. When used for the heavie: ‘ould be installed GE path Wiceerns Sa Striped Baws oF Rocktish Bary segulye lech water baits Sul Waves Fick, hearse hook 2howr on hls page. the following models are also recommended lor Sali: Water “i, bun $a 94090 and DANO "isddon Goon Rome 795 od Sa $10, 3h Sonne Heddon Zoranonga” aap and wus Suse Heseen Barina Soro fp ut The “Kingfish-Vamp-Spook” Or su hecied wilh “sings iter he ole ee Risk eat saddle to give, exira turing qualities, and cenigr the siike. Price $1.00 EEE inh EERE ES gitaaeesoos BUS EVES, Famous Light Tackle Salt-Water Specials (Ws. These ile uses have become very popular in Flaida ond ther Gull and al'tinds ot seo tah nomed cove’ he most etlective method of operating t Svth aon quick Jerk othe sods Coun th New 610 “Sea-Runt” ead at of AS" angle and st 2 swimming mingow It sould be Netnoved wilh shore ars aint anata ince : 1 Aes Flava Pals 23 woos een s050 Hae fev No. 10 Series Laguna Runt (See page 16) River Runt" (110 series! excep: has no metal calor, Should be reirieved by the Tefkcond-wing” octian which makes tse bail Gort and dive. Length 24" Weight iy ov. 2 trebles lore os River-Runt" 110 Senes, Price $0.60 “Old Reliable” Salt-Water Specials No, $00 SERIES — Body length 2% inches, weight or Each $0.75 S02 Whe Baty, a Hos No, 600 SERIES — Bory length 3% inches, weight 34 o Each $075 a2 Whe % SERIES — Body Igngih 3 inches. wet Na,850 Yh ounce 90 SERIES = Boy lagi 3 inches, weight ounce. (Coser stat) eek 50.25 %How to Make your Baits “perform” and. Catch MORE Fish! Try them! ose oT => — | “Stop-and-Go” Method ye - ta AES es et Me ~e iv ERAUE SPORE VAM B50R TEER Ia WE A! Heddon “Tear” of , Seen eet LNA er S AE ‘Ghagein' or Poop eS a : "Gis. Was? "The Wounded: Minnow" Act me i, Sa AAP a we ve Se ‘atientton.” Heddon s “EnB oti tt Meh ee 0 a eet St: liad d Soother casting one eight MSON—"Te ln that bo SSSR ati em cel tt ete Seerpions value for he money Bi cc pa SDDS Par apool 1S SEPP ra seyret ee as ae tyHeddon Color Chart (For Colors only. not body shape) + NO Bait ig mode in ALL colors below. Bails ore mo in th ed wnder each Series in the "below. but this model tg NOT sist Colon ering th Wend (Transparent Bai : Me. Sk eh = ey - 5H Ser Hering me Ak Yellow’ Perch 9M Pike Scale Sear Dace Seale Renton 9 Nature Grob ‘7 Shing Soa (RH Yellow —Red Hood RS aes — , er at en Spey 1 Blue Seale i y Y AI Rea 3 Frog Seale ‘Notre! Sole BM Brown Mouse Special “Spook” Colors applying only to ee Baits ‘Gisooe Pain ee to “Gre Sgenk” en “ > ; eee cee = dab ° NC Natural Crab 7 cr ~ LE Luminous Crab jore-Minnow” colors apply only to Transparent Baits. Other Colors Page 4.Improved “PAL” Steel Castin R aa i pe” XC Regs Lacking Tate Stength vers ———- Red Bun Cop ‘si ran ie contenvoes —SSS ===, ‘ A onmttnsnd Coin Caw CP ‘ i ight you with thei light. awn by the Heddon, No 51 —2y Polen Seat with Sting Hoe ()—~Non-Sticking Tapered Ferrule tocar 2 Veluat Fercule. Cree Scart (2) — Screw locking top Festures (3) —Screw-locking Resear U1 you want a tod that will add fo yout ening joys distance with lite iter, that wit handle & etki Sere Asie Hah! ond congue any ieshwater fish thet Swine thes, Fo Le? Sw Chrom gel a'Heddon “Pal” — the Hod of Tesch ne i No. 14 “Thorobred” Split a : Comme . _ HAGUE way, Made ol « superior grade at Tonkin cone, ieee Heddon's exclusive process, i hae thal ich Breet ine eh eee “fade Se so reehuhie snd 5 ; No. 20 “Bill Stanley's Favorite”, A a et 7 The Standard of Values in Fly Rods ai 7 Erith Wise Yor poten! von cong egies wip topw ged Sy rote ; Bien Sabin Gorse Teeter em tye EME iris pote hecper df caen atric Seger ten SEM tal! f icin Bea cocgen 8 eae sn | Sear ge aula al retin l Syyig Tensieee e's — feb P abet al pleonee Sal eicacicn” sag ba — Nem toe cur ype Selene ee ie - mena tor Radin WLR tomegcnhe thet pms a 380 etpeee cet Semtoencnts A tance RR tzRod “The Rod of Steel with Bamboo Feel” ee ee es EASE Nore + Tobe Wall Con ino, We EET cn 1 ot metal through Flenitity whore thats needea guy Few ofthe Meny Testimonials From Prominent Raglom Using “Pal” Rose tones Fearne Wy. eter eed Rag Aegis Oudeonmen ond Wier son incts sing, Red fe a l,am oraay “sated with the “lam tinply sary gree ey reining! Ugh kines: falanee ond aetcn ed wy 1 Saud say GieeYsGas" 2Y, Pat in Maen aod pote nd Bisel dole pinta io fe auice acta od cette Prsied Olfer Handle wih, Sclew-Locking Reel Ne SII Ugh) ii acd Seon Locking Tip wilh Nanvaticling Ne: SISIM— Medium } 42. 5 tt $1500 nt ior up wh Haracheckred Crewrson Ne aust yen) nr ped the soapel inish” Fp pndsomely Ne SUSE Light fy $1600 Gee asc" Tip prvtectes ia tobe in a water No. B1S1S--Siill action. § fk only. Perlecion ste! Seryieg © chromerplaied guides 2'in longer hors $1600 Chrome:plated Guides lumished i! ordered, Dasignated by le lit Bamboo Fly Rod “s! SUISIL, no extra charge, jn rad ilk immed with black. Th cloth bag in 1 SSrcstrout Boas Pe ond “Hear oat A eogsee $1800 re", Fly Rod 2°2.teay ie sient . ~<. a ne mem, eee ae =n —— _— in Oe ‘mon Eanes accesses MEAS cance I, stength. action, and costing power evules All’ metal nickelatver, gunmetal i hist guide Keeper sing. perlection plop and Tungsten nlermediate guides Wound in maton timed with geld Poplin bag in Ivpinch Aluminum Case See Chart page 28 for Linea: etc, 2 bah Tay re i ope apa tieel COS Ree didiie hs Ono ona 9. $2750 eae Rte Ba oaoe SB CITY) ‘ACHT BASING | The shows Amazing Catches on Heddon FLY Hi $4 Ib. Tarpon: 35-lb. and $6-Ib. Sailfish! Standard Salmonweight Heddon FLY Rods were used (act over 7! {22 with Saltwater handles Heddon—the Rod with the e Fighting Heart! When ¢ Fly Red will ight ond conauer giant fh ike these with the Fighling Hearts" Here Split — Not Sawed Strictly Hand-made with Painstaking Care, by Red Fine Rods or te ret ol igh dace, plus mony Years ol experince’ They conor be ulin yect and’ service with lighines iidden mics volver ‘obtainable in tly fined. Ferutesalip. Insure @ perlect At rode. Héddon Bamboo Fly Rods __ tmerishermen's Sweethearts ‘You will be proud to own ene in eny company and under all condition ‘A Heddon Fly Rod is a true lisherman’s pet his pride. his sweetheart. It is some. fing fo treaaure. Seldom will he Tend of sell iL and: even ater wears of ieahte) setvice be sill Keeps s lor the memorios el nny bottles wan nd lott just tone ane ond see is grace ond strength. and lor! ihe balance, hee Seek ete ee Suppleness, makes you reatirc thar Heddon Rods ere the Ina Gos cS B84 netruction. and truly “Reds with the Fighting Hearta” Fly Reds for Many Kinds of Fish. in Fresh Water and Salt jeusands upon thousands ot anglers have com: lo appreciote the sport that ean bead im ishing fer all binds of twits 9 ly re Resiorkable catehes ol lorge baz are made willy Heddon Bug: sehen high wil to fon Heddon Fly Rods ; no thes tate iol “balteasters who ward to laugh at fly'rods_are now being convusted to their wean hand Wen agiccile coon yo} then a. prolable ene Ho matter what typr of tly ro you want fom a light “Ioiry wand,” for smo! tout, lyse! up 10.0 powerlul soliton tad. Heddon’ mates toe shown on chien belo. ‘More Points of Superiority |n addilion to the testures, explained on page 2 iteddon ods havo been relined each yeor until we believe we have peilected tapers in allo the Votious actions to give maximum mower ond seria ine nr and srue balance Owing tthe Fainsioking care in making ani gluing the bamboo sections ol egch size of rod to exactly . fine ol lerule, iw not Recessary to Under cut” or tul down the bemboe, tape, cote Pel Ths makes lor additional strength ot the Terre junction, smooth ection ‘and serieer ten oe ely lew tease forules The spacing of guides has been cofellly studied and is designed to support the rod and give that much asked "progresive bend” which brings the: ene sol into Bley nel sehcvee seca Be thal much Weights and Actions of Rods, and Lines to Balance Them True Balapeo” in a ly rod,is the result of using the’ proper weight ol line fe At the aclion and length of ths fod and type ol hshing done’ The aciual weight el Ihe tod hes litle to de with eae teloeee Eee wis twa rode weighing the same one a short heavy Bull one ond the cine © ach eee ee ae Evident that ie ‘rier ane would have @ much silat ution ond wauld Gall Ise aetna one Kiss ‘dteren rel-seats allect the weight by cxe:hall cunce or more Heddon alandord composition rel S¢751 are cne-hall ounce heavier than plain wood ones or thoae of High! metal, bet alee soe oe ae eee : sight additional weight fe not nei cogs a ster sn'bull and mid-section, and have a quicker-acting fost tip “Welly” ere whippier + sche throughout At most anglers preler ‘dryly actor it will be lurnished wnlease werkge ny od Dryiy" aeton ir auitabe for both typee 3 Sesieg Heddon Fly-Rod Chart For 9-Piece Rods with Screw-Locking Reel-Seats 1s does eway with the misleading designation of weight olone as n guide, and gives ol the dilerent types ol tods and thei respective Lenigthe, Weights, and Lines roooes nesded The lettule ste is that el he lerrue on the butt aecon In doubt as to which of two lin the heavier, Heddon’ rods cam to use. f nearly the same weight, Heddon rect it" ston the "aligh mmends fie Weight which makes Tor pe use i crab Tipit Aivon FE eth sce HEL bigs: Trout 8 485cr DH Lge Tout yt Soe HOH Standard Trou Boh Sige HOH Standore Trout Smt Sane: HH Slendard Trout ein $Sce HoH Bow Trout ay $800 HCH Boer Trost 8h. 3a0er HCH boss Tost Sy Bes MDH At numbers ae sh baer {88 i nantes Power-Plus No.2% ‘Mt aden, | HOH aa eeaner No2% 10 f 980 eH No. 38 end up Nod" 3 ft Badox, GBH Ail numbers No? Sy Bison GG All numbers Nosh Suse: Ge No 38 ond up Heddon Reds are now marked on the bult to idenlly the Number, Length and Ferrule aise such aa °20:8-2)," aa @ No. 20 Grade, 9 fk long on a 2 Ferrale ' addition the Lines to balance —Double -Taper and Level—are written on the ‘are the result of accurate feats by a lactary exper, nd 125) fe ~