More than 1,100 color photos illustrating Heddon"s rise to prominence in the early years and domination of the American tackle market well into the 1950s. Complete photo reference of the most valuable Heddon lures, and an extensive section on advertising pieces and one of a kind lures and memorabilia. REVIEW: This in-depth, historical section of this book gives readers a flavor of what it was like to be a member of the Heddon family in the early years of the tackle industry. The reference and pictorial chapters cover the array of lures, reels, boxes, and paperwork made by Heddon. Also included are many wonderful photos of advertisements that lured anglers to the products that caught the fish.