This is Fly

If you like trashy fonts, anarchistic layout, messy illustrations and gung-ho writing - and fly fishing - This is Fly is right up your alley.

This is Fly is an online-only magazine, and its issue 14 was just released today. It is all of the above and then some, following and expanding significantly on the tradition introduced by publications such as The Drake, DVD's such as the ones from AEG-media, and web pages such as Moldy Chum, focusing on experience more than facts and style more than substance. Some may object, but if you don't like the style, there is no way you are going to get anything sensible from the pages of this mag. Personally I love the change that fly fishing media is seeing these latest years, but certain people simply detest the punky and hellish style of this new fly fishing generation.

If you on the other hand enjoy The Stooges and Black Flag, and love neon colors, fuzzy fonts and images with silly smileys pasted over people's faces, you are go on all systems. This is Fly will be just your cuppa.

The current issue has articles on using sneakers in stead of wading boots, winter headwear (photographed on a gold skull) and an interview with an artist called Fish, but who apart from that seems to have very little to do with fishing. The magazine is as I said a little gung-ho, but very entertaining and well written with features, interviews, travel reports and gear talk. It has ads, but even they follow the style of the magazine. You can buy merchandise, subscribe to newsletters and get daily news as an RSS-feed if you want.

You read the magazine itself online in a Flash-thingamajig, where you can leaf through it by clicking and dragging virtual pages.
I personally hate these interfaces to the guts!
I have no way of linking you to the parts of the magazine that I find interesting and my usual back-button and the history in my browser is down Sh*t Lane. No way I can use them. Even the search stinks... looking for The Stooges gave no results even though they are mentioned several times.
But that and PDF is a preferred way of putting out hipster magazines on the web, probably because it allows for crazy layout, wild fonts and gives a lot more graphic freedom than the web usually does. Which is an OK argument... but I still hate it...

I almost forgive This is Fly for their extravagance because the magazine i so refreshingly different and very entertaining. And it comes with music! Yes, on page 15-16 (which I unfortunately can't link to) there's a link to a music player with the aforementioned Stooges, NY Dolls, The Clash, Buzzcocks and more great music. However This is Fly manages to get permission to embed this music in their magazine I don't know, but I'm listening now as I write this, and it certainly doesn't make my experience worse.