For over a century, businesses and organizations have used calendars featuring fishing — particularly fly fishing — to promote their products and ideas. In the late 19^th century, with the advent of color litho-graphy, mass production widened an advertiser’s audience. Marketing staff hoped that the use of an attractive image of a popular pastime paired with a calendar would encourage their audience to keep their marketing materials throughout the year. Throughout the 20^th century, as new styles of consumer advertising flourished and fly fishing grew as a sport and leisure activity, angling themed calendar art grew in popularity despite lack of connection to the marketed product. These selections are part of a collection researched, compiled and donated by Trustee Emeritus, James D. Heckman, MD.