Keep costs reasonable

A campaign intended to lure more anglers to rivers and lakes in the state is probably a necessary effort to maintain funding for resource management. However, the costs of such a campaign must be reasonable.
Nationally, and across the state, people are less and less connected to and interested in nature, according to studies and surveys. In Minnesota, a smaller share of Minnesotans is buying fishing licenses and that translates into less money for natural resources management.
Fees generated by licenses and taxes on equipment provides money for fisheries management.
Researchers say a lack of data about what drives people to fish from 10-20 years ago makes it difficult to pinpoint why a smaller percentage of residents fish now in Minnesota. Some speculate that families have less time for outdoor recreation because more time is spent at work, school and in organized activities. And, some note, electronic items, such as computers, home gaming, TVs, and home theaters are taking up the small amount of leisure time left in people's lives.
Regardless of the cause, it makes sense for Minnesota to launch a marketing campaign in an effort to maintain the percentage of Minnesotans who fish. Minnesotans now rely on the license fees to help ensure that one of the state's most precious resources remain healthy.
The Minnesota Department of Natural Resources has combined direct mail, electronic billboard and radio advertising along with other promotional efforts in its three-year blitz. Its promotional campaign began last year with billboards and mail ads. This spring it added radio spots and promos with the St. Paul Saints baseball team.
The campaign sounds ambitious. And it sounds expensive, however we’ve not seen numbers to back up our concerns.
The idea of hooking new anglers and maintaining current ones is a logical way to ensure a healthy level of funding for resource management. But spending too much of the state's money on that effort may not be a wise use of that resource.