Performance

On the water, does it work as advertised?
a. Compared to competitors' brands or even other lures that fill the same niche, how does it do?
b. Is it easy to use, or does it require special techniques and care?
c. Castability. (Is that a word?) Does it cast smoothly or tumble and flop around on the fly? How far does it cast? Does it drift in the wind or cut through it?
d. Retrievability. Does it track true? Execute well at all speeds... vibrate, spin, or operate as desired at ultra-slow retrieves or roll over when burned back? Does it require tuning, and if so how difficult is it to adjust?

Productivity

What will be my results?
a. Lure collectors measure value in terms of how many lures they can fit in their tackle boxes or display cases per "x" number of dollars spent.
b. Anglers place a higher value on catching fish, so the question becomes, how many fish per "x" number of casts does it produce.

Durability

How sturdy is it? No lure is indestructible. Depending on how tough you are on your tackle, usable lifespan of soft plastics is measured in casts, spinnerbaits and buzzbaits in months, and crankbaits in years.
a. Will it hold up under repeated use, abuse by mean-mouth bass, northern pike, musky, redfish, and snook? On spinnerbaits, how tough is the frame and how strong is the hook-to-frame attachment inside the lead head? How much flexing can the wire frame endure, especially at the three critical points: at the head, the line tie, and the end loop.
b. Does the paint job hold up after repeated poundings against riprap, bridge pilings, and dock timbers? Look for powder-coated paints for most durable finishes.
c. Are the hooks sharp, and is the hook point created in a way that holds up well? (Some honing methods and chemical treatments produce a sharp but flimsy point, while others have to be filed or lapped to achieve a sharp point out of the package.)
d. Are components up to your standards? Most blade finishes look good right out of the package, but how do they look after a few months use? That depends on how the surface was prepared for plating or painting and the quality of materials used. Are wires of sufficient thickness, flexibility, and shape?
e. Maintenance. Does it require special attention to stay in good shape? Feathers or hair need to be dried before storage? Rust-inhibitors? Lubrication? Sharpening?

Versatility

a. Is the lure able to be used in a wide range of presentations and situations? How many "looks" or applications can be achieved with a single lure?
b. Adaptability. Can it be modified quickly and simply for changing situations?

Price

a. What is the sticker price, and how does it rank compared to competitive brands, if any?
b. How much does it cost compared to other related expenditures (e.g., line, rods and reels, fuel, snacks, boat, clothing, licenses, transportation)?

ROI

What return on investment can one reasonably expect from using the lure? For tournament anglers, how much does the lure increase the odds of receiving a check? For anglers who are simply trying to squeeze the most out of their investment in time, money, and effort, which lure is most likely to yield the desired results? Whether I fish every week or have only three or four precious days a year to fish, am I throwing the best-producing lure on every cast? One that offers the greatest satisfaction in its handling, use, appearance, results…and any other criteria that contributes to my satisfaction?

Intended application

An angler once told me he loses five spinnerbaits per day because he throws them way back into places where he can't retrieve them. That's excessive. I had to admit, premium-priced lures made no sense for him. I recommended he carry a sack of one-dollar spinnerbaits, if he was going through them like popcorn.

If you need to reach deep fish, or fish suspending along bluffs, or bass under weed mats, or other special situations, then you need to select a lure that is well suited for those instances. Expect to pay a little more for specialized tools. If it's the best tool or lure for the intended use, then a higher price may be offset by increased utility.

Esthetics

This is highly subjective. Sometimes, the most powerful motivators are just some gut-level response. I own several rods and reels that are in good shape, well maintained, provide good service and could get the job done, but which I rarely pull from the rack. Why? I can't say for sure... I just don't much like the way they look or feel, maybe. All I know is, they don't give me as much enjoyment in use as others. Ditto for my fishing jeans, shirt, cap, and shades. And that also goes for lures. Some that just are fun to look at, hold, tie on, cast, and retrieve. Their use contributes more to my enjoyment of the experience than another lure might.

No matter what price you pay for a lure, if it doesn't get used, work right, produce well, hold up, or add to the enjoyment of your pursuits, then the price it too high, and it's not "worth it." Field tests and expert reviews can help you predict how a lure measures up in some categories, but ultimately, the judgment is yours and yours alone.

Bob Rickard -----------------------<=-    0')))><
Jan. 21, 2005