"Outdoor sports is one of the fastest-growing categories in entertainment, a fact that is not lost on the smart people who plan the programming at ESPN. In 2004 , for the first time ever, ESPN devoted an entire weekend to continuous coverage of the world bass fishing championship on their flagship stations. This print ad, part of a larger integrated effort including television and radio, aims to speak to viewers who are unfamiliar to the sport. In some of the TV and print work, we sought to teach people about the finer points of bass fishing," said creative director Marc Gallucci. "Here we just wanted to communicate that this was going to be fun to watch. The Classic event was such a resounding success that ESPN has already begun plans to apportion even more promotional and programming weight for 2005."