Online magazine hooks fly fishing world

A lone angler stands atop a derelict sailboat, casting a swirling loop of line into the azure waters of the Bahamas. This striking image graces the current cover of Catch Magazine, a new online fishing magazine devoted to both fresh and saltwater fly fishing. The site was started in September 2008 by local outdoor enthusiasts, Todd Moen and Brian O'Keefe.

"That's a great shot from an amateur photographer in Bend. He's just a hobbyist but he's got a fantastic eye and good equipment," said O'Keefe. "Like a lot of contributors, it's hard to get your work published. We want to provide a launching pad for new and emerging talent."

Moen and O'Keefe designed and created the online periodical as an electronic gallery and forum dedicated to the art and passion of fly fishing. It features breathtaking digital photography, travel essays and slideshows from exotic fishing holes around the globe, all in a convenient web format.

Catchmagazine.net seeks to catch angling enthusiasts of all persuasions, anyone whose pulse quickens with the lure of the line, filled with intoxicating images by amateur and professional photographers. The site is published every two months, offers a free online subscription, and is quickly closing in on the 50,000 member mark.

"We call it 'The Official Journal of Fly Fishing Photography and Film,'" O'Keefe said. "We've had overwhelming response so far, with inquiries for ad content from Sunset Magazine, Oregon Department of Tourism and Oakley Sunglasses."

The president of the Outdoor Writers of America called Catch Magazine the "Magazine of the Future," and Wired magazine recently commented that the Web site was an "interesting blend of technology and art."

O'Keefe is proud of their fledgling magazine's online numbers.

"We're available free in 123 countries. We just added another one today! We have hits from almost every country in the world, even Iraq, Iran and Afghanistan, not just the obvious "trout countries" like New Zealand, Canada and Japan.

"Duration on the site averages 15 minutes per visit which is really good," O'Keefe said. "There are 17 states that ring in with 20 minutes or more on average. As of the current issue we will surpass a total of two million page views. That's incredible for a new Web site."

"Two great things happened this first full year. First, we showed ourselves we could uphold the high standards we set for Catch Magazine," said co-creator, Todd Moen. "Second, we've heard from many new and seasoned photographers telling us that we are motivating them to produce better work, pushing them to shoot with a more artistic eye."

A clean, straightforward visual experience is important to the designers.

The site offers easy navigation and uncomplicated links to outfitters and lodges. It's designed just like a physical magazine with a cover, table of contents, and each mouse click approximating the page-turning duties.

"Our goal was to provide a 'good-to-great' visual experience on every page," said O'Keefe. "We are devoted to delivering the best fly fishing photography on the planet. It's an online art gallery and informative travelogue in a relaxing, uncluttered Web environment. We didn't want a noisy page to detract from the artwork."

Moen explained the origins of the idea for the magazine.

"I'd shot a lot of video all over Montana and did work for Outdoor Life Network, CBS, and ESPN. I was traveling all the time. Too much TV equipment in a small Cessna can be hazardous to your health," Moen said. "Brian and I tried to produce a fishing Web site for one or two companies but that fell through. So we said let's just do this ourselves since I have a lot of experience in Web design. The hardest part was coming up with the name. This is a beast of a project and has kinda taken over my life."

"This Web site was tailor-made for Todd and my expertise," said O'Keefe, a Powell Butte resident. "We both wanted a change and thought we could bring something different to the site. My experience in the photography world, and Todd's work with video production and editing. We wanted it to fulfill itself in the areas of art and entertainment. With big, dynamic visuals that would be thought provoking as well. We hope we have achieved that."

Moen and O'Keefe invite everyone to sample the online gallery at http://www.catchmagazine.net. For more information on content or submissions visit them online or call 350-5135.