CELEBRATION, Fla. — B.A.S.S. today introduced Joe Higgins, a veteran sales executive for several major media organizations, as its Senior Director/Sales, effective Dec. 6.
Higgins of Jupiter, Fla., has spent more than 30 years in outdoor sports media, beginning his career in sales and sales management for Field & Stream Magazine. He later was publisher of Western Outdoors Publications before launching his own magazine, Florida Fishing Weekly.
Most recently, he was U.S. Sales Director for World Fishing Network. "Joe brings a world of experience in the sales arena to B.A.S.S., and he has a tremendous relationship with our existing advertisers and sponsors," said Don Logan, one of three partners who purchased B.A.S.S. from ESPN Nov. 2. "We look forward to his building on those relationships while offering new opportunities that our multimedia platforms provide to companies in the sportfishing industry."
Logan's partners also credited Higgins' knowledge and experience in outdoor media sales. "He has a lot of stars on his helmet," added Jerry McKinnis. "Everyone I talked to about Joe was just over the top in praising him." Copeland said Higgins "will provide great leadership in the sales organization. With his strong background in our industry, he'll be a catalyst for doing great things with B.A.S.S."
Higgins believes B.A.S.S., with its industry leading media, including Bassmaster Magazine, Bassmaster.com website and The Bassmasters television show on ESPN2, is positioned to offer sportfishing industry advertisers creative solutions beneficial to their marketing strategies.
In addition, the Bassmaster Classic, Bassmaster Elite Series and other tournament circuits afford manufacturers an opportunity to interact with their customers one-on-one. "We're in a unique time," Higgins said, referring to the current economic climate.
"You need a spark to get a fire going, and our industry needs that spark. B.A.S.S. is the biggest brand, so we should provide that spark."