A trusted name in fishing gets a first class facelift

Fishing Tackle Retailer was one of the first media sites to come into the Potato Family. In 2014, we helped deliver a revolutionary website for the leading voice of business news in the American fishing industry.

CASE STUDY:#165COMPANY:Fishing Tackle RetailerDATE:2018DELIVERABLES:Design, Development, Support & Maintenance

Fishing Tackle Retailer Web Design

Even Ferrari’s need a tune-up after a few years on the road

The original FTR website was a pioneer in the industry—one of the first to feature a fully mobile-friendly design, integrated native advertising and an image rich experience. Readers compared the update to transitioning from a Ford to a Ferrari, and the new website quickly grew from tens of thousands to hundreds of thousands of readers per year.

Fishing Tackle Retailer needed a website that continued to deliver native advertising, but also captured users from social media and increased engagement. Rather than clicking on one story and being directed to a homepage, we created an infinitely-scrollable newsfeed for FTR. While a user reads one story, another is quickly loaded to allow readers to theoretically read forever without having to click on the next story.

FTR editors asked for a less-is-more approach to the layout, which meant lots of white space and integrated advertising that supports HTML5 ads, in-depth analytics and custom ad placement within the content of stories.

We’re proud to say we’ve delivered—all in a package that’s not just one of the most beautiful news websites in the fishing industry, but one of the most fluid designs in all of online media, and built in just 10 days.


The team went above and beyond during our new site launch. True to their word, Metal Potato delivered a cutting-edge site on time, even when that involved cutting a staff holiday short to do so.
Joe Sills — Editor, Fishing Tackle Retailer