Although referred to by his current address in Jupiter, Florida, the new B.A.S.S. Senior Director of Sales is actually the former sales director/publisher for WON Bass (Western Outdoors Publications) Joe Higgins. While holding his position in the West during better economic times, Higgins reigned during the era of  boat sponsorships and was in part responsible for the strong national support of the WON Bass brand.

In a B.A.S.S. press release, new partner Don Hogan was quoted saying, “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. We look forward to his building on those relationships while offering new opportunities that our multimedia platforms provide to companies in the sportfishing industry.”

Continuing a trend of successful Westerners finding success in the fishing world on the other side of the country, even Jerry McKinnis had props for Higgins, a cancer survivor after starting his own publication in Florida. Said McKinnis, “He has a lot of stars on his helmet. Everyone I talked to about Joe was over the top in praising him.”

Higgins was quoted as well in the release. “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.”

Higgins will be on the job starting Dec. 6.