^ he First Choice” Bait Group 
by 30,000 Anglers 
f M i\ and Heddons Quarter Century 
V# of Scientific Experiment 
Game Fisher Semi - Dee p- F iexibi e ,triple C om. 
pound movement gives this the 
greatest range, most sensitive response and truest swim- 
’erimnartpH Mon 
° ocuaiuve response and truest swim* 
ming motion ever imparted to an action bait. * oc • 
At your dealer’s in four most popular finishes each 
Basser ^ear-surface. Erratic side-darting, and sud- 
den swerving action. Wonderful 0 i- 
lunng and hooking qualities for all fish. 9 finishes OOC each. 
Baby 
Crab 
Vamp S t mi ‘ Deep ‘. The . swimming image of a baby 
pike. Attractivediving,swimming ^ + nn 
Six finishes including pike scale 5 1 * uu each- 
movements. 
T 
'HIS group of First Choice baits, we believe has 
been picked by the soundest and most scien¬ 
tific process ever applied to bait selection. 
All five gamed their approved place as the com¬ 
posite result of the records of the Heddon Ex¬ 
perimental Department’s own research of more 
than twenty years, plus the carefully compared 
and tabulated reports of more than 30,000 
anglers who have written us with results and 
constructive suggestions in that long period. 
All lures were put on an equal footing, the re¬ 
ports for each type being mathematically rated 
against the total number of that particular bait 
sold. It is an interesting tribute to Heddon science 
m bait development that on this system of choice 
some of the newest lures quickl/ asserted their 
right to first place consideration. 
As the mainstays of your bait equipment for all 
round game fish results, you may safely rely on 
the first choices” here made, confident that they 
have earned their position solely by their proved 
attractiveness, superior casting qualities and 
water-action and scientific hooking and holding 
qualities in the supreme test of getting the fish! 
James Heddon’s 
Semi-Deep. Imitates the back¬ 
ward scurry of a live crab — 
the natural food of the bass. 
Fourteen finishes. 
Imitation pork strip *P 1 *UU 
each. 
Uses genuine 
Pork Strip 
Sons, 
ich. 
DowagiacTh 
Fishing i— 
Tackle ’ 
Heddon Made — Well Made” 
Heddon-Stanley 
Weedless Pork Rind Minnow 
Deadly single hook, fully open to every strike but 100 % 
weedless. Spinner, and Heddon-decorated casting body 
now combined for the first time with pork strip 1 o e 
luring quality. 3 Plain and 3 scale finishes, 
Look for Dealers Dis¬ 
playing this Scientific 
Chart of Game Fish 
and First Choice Baits 
See large size color illustrations 
of fish, approved tackle and 
authentic fishing data displayed 
in leading tackle windows with 
Heddon goods. 
Hc^don't Sons 
Dowagiac, Mich. 
Wm. Croft CSI. Sons, Ltd.. Toronto. Canada -Sole Canadian Representatives 
FREE k:i J coupon for your free copy of Heddon 1923 literature describing Bait 
to Tarllo tin S lackle and embodying the most informative contribution ever made 
in a^lrnl ~u e H u edd ° n Char S ° f Qame Fish and Scienti fi c Selection, all 
n actual colors, with authoritative information on game fish and the way to get them. 
| S«d litctu™ d^cribin, H.idon Good, with fr« chart of Goi? 
| Fuh «d Scientific Bait Selection - 
I 
Name..___ 
f Address___ 
I Town and 
j^^Ute_ 
Isaac Goldraann Company, Printers. New York 
