Marketing yesterday involved delivering products to customers. Today the world is changing rapidly and the way we market to consumers has changed dramatically as well. Now, we sell fun. Zebco and Quantum have begun marketing fishing as fun in order to compete with the many choices available for spending leisure time and money. Market survey information suggest the Baby Boomers are prime candidates for marketing fishing. We can be successful, not in selling the fish, but in selling the splash—fun of fishing.