Who in 1940, would ever have thought A.B.Urfabriken, ABU, ABU Garcia would rise to its prominant position in quality world fishing tackle?
Obviously first class product designs and a committed work force were primary requirements but a receptive, even demanding customer base were equally important.
This included an educated fishing public, which is comprised of both genders and all age groups as well as the disabled. ABU has a good history of involving women and children in developing an interest in fishing.
Look at this fascinating link below, to how they supported Uni education of future industrial designers.
I will initially look at Staff Training
Education and training of its staff, not only on the factory floor but also in the publicity department and staff of retail fishing stores were paramount to continued success.
One of the methods used in Sweden to initially achieve this was to produce these 6 volumes to 'educate' staff.
These 'letters' were internal documents and never for sale, rather given to staff to peruse as homework.
I am indebted to Uffe Edefuhr for sourcing these very desirable and expensive old papers for a nominal cost to me.
In time I will scan pages and comment on salient points from these.
They are written in Swedish, so will take some time to do.
Click to see the pages from individual 'papers' in more detail
Yet another form of written communication with ABU sales staff and fishermen were the small phamplets called 'fisken vid disken' which were offered in the early days, viz this one in 1952.
These are the covers of the magazine and more pages can be seen here. They were released during the same period as Napp och Nytt. It appears to more about fisherman's results.
My good friend Hans, who has written extensively on this site, has offered to share this information
I noticed the Fisken vid Disken brochure on your website today. I don't know if anyone has responded on your question about the purpose of this publication.
'Fisken vid Disken' means 'fishing at the counter'. It was a small magazine with news meant for the ABU/Record retailers, whereas Napp och Nytt was primarily a catalogue meant for the customers.
While Napp och Nytt appeared once a year, Fisken vid Disken appeared more frequently (my guess would be four times a year), in order to be able to keep the retailers up-to-date.
The brochure you show is nr. 1 from year (volume) nr. 3, being 1952. That would mean the brochures probably started in 1950. Yet a study from the Fishery Board of Sweden from 1962 refers in a note to two of these Fisken vid Disken brochures: year 1 nr. 2 being from 1949 and year 2 nr. 1 being from 1950. So probably the series started with nrs. 1 and 2 still in one year (say somewhere in summer and autumn) and nr. 3 early in the next year. If you're still with me.
The Danish angling publicist Steen Ulnits stated in 2002 that the Ambassadeur 5000 was first presented in the summer of 1952 in Fisken vid Disken, which he called 'ABU's own news letter to the retailers'.
Angling writer Mike Thrussell used almost the same words ten years later, in 2012: "It was the summer of 1952 when, what would then be called the Record Ambassadeur 5000, was launched to the retailers and distributors in ABU Garcia’s own newsletter Fisken vid Disken."
In the Fisken vid Disken brochure, 1952 nr. 1., the one on your website, the Ambassadeur 5000 isn't mentioned yet. So this brochure may well be from spring 1952, more so as on page 11 it reads "In the summer of 1952 we'll set out for a new exhibition" (viz. Sankt Eriksmässan 1952), which is still in the future.
All in all Fisken vid Disken is a very informative and interesting little magazine, especially for ABU collectors. It would be nice to see more editions available on your website!
Anyone who has more of these to sell or share would be most welcome to contact me.
So many other means of educating the users of ABU fine tackle, were achieved through their famous catalogs, Napp och Nytt or Tight Lines as English speaking people know them.
Some sample pages from the TL late 90's are below
Tight Lines were published in a dozen languages around the world and can be seen here.
Today internet and TV play a part in spreading the good word of ABU.
Look at ABU's recent Utube video
Other world wide older print advertizing from all around the world can be seen here
desperately searching for a loan of, purchase or scans from
the 1960 ABU Tight Lines Catalogs , for use on this site
if you can
share this information
Also can some kind person from Spain, Russia, Poland or Czech Rep. please help me find an ABU catalog from their country (any year)