Angling media outlets join fishery management agencies, tourism promoters, and the fishing tackle industry in having a vested interest in maintaining or increasing angling participation. Media outlets, including print, television, videotape, radio, and the Internet, need an audience to buy their services, and the market is increasingly competitive. To promote angling, and at the same time succeed financially, various media must simultaneously appeal to specialized groups of anglers by providing up-to-date and technically accurate information, recruit non-anglers to the sport of fishing, and encourage increased participation and specialization among anglers. One role of the angling media is to act as an intermediary between anglers and fisheries management agencies, angling experts, and the fishing tackle industry. Communication, coordination, and mutual understanding of roles will enhance this process and keep angling among the foremost outdoor experiences.