460,162 Total Print Audience
50,514 Average Monthly Unique Visitors

Fly Fisherman

From seasoned expert to enthusiastic novice, Fly Fisherman’s angling audience enjoys the most comprehensive and unbiased information on fresh and saltwater destinations, casting and presentation techniques, fly tying, conservation issues and more.

Quick facts:
• Fly Fisherman is the voice of fishery conservation activism
• FlyFisherman has the highest level of user engagement, with average time-on-site of over 15 minutes


  • Magazine Circulation76,597
  • Magazine FrequencyBi-monthly
  • Average Monthly Unique Visitors50,514
  • Annual Page Views2,331,393
  • Total Print Audience460,162
  • Men86%
  • Women14%
  • Median Age49
  • Married81.1%
  • Have Children in Household40.4%
  • Attended College44%
  • Management/Professional17%
  • Tradesmen/Craftsmen16.3%
  • Average Household Income$70,000

Digital Version

Editor & Publisher

Steve Hoffman



Steve Hoffman is Vice President and Group Publisher of InterMedia Outdoors Fishing Group including In-Fisherman, Florida Sportsman, Fly Fisherman, BassFan and Walleye Fan. Steve is responsible for the strategic planning and development of all operations including magazine publishing, television operations, radio syndication, online/digital network, and brand driven merchandising. His background in the fishing world has encompassed that of magazine editor, book author, radio personality, television host, and publisher.

Ross Purnell



Ross Purnell was born in Calgary, Alberta, and graduated from the University of Calgary (bachelor's degree) and later with a journalism diploma from Mount Royal College. After short stints as a fly-fishing guide, and as both a reporter and editor in the newspaper business, he was was hired in 1996 by Fly Fisherman. In 2009 he became the editor of the magazine and in his 18 years on staff has fished in far off places like Patagonia, New Zealand, and Kamchatka, and all across North America from Alaska to Key West.

Jeff Simpson

Digital Fishing Editorial Director


Jeff Simpson is the Digital Fishing Editorial Director for InterMedia Outdoors including In-Fisherman, Florida Sportsman, and Fly Fisherman. Having worked as an In-Fisherman editor and photographer for 17 years, he has written for all of In-Fisherman’s publications and is one of the most noteworthy field photographer’s in the fishing industry.

Outdoor Sportsman Group