The Iowa DNR's Communications Bureau is in charge of marketing fishing licenses and would like to acquire a better understanding of the factors which affect the fishing license renewal decision so they can execute efficient marketing campaigns with their limited resources. The research that the DNR has conducted with regard to angler preferences and demographics is relatively sparse and outdated. lowan anglers were surveyed in studies funded by the DNR in 1986 (IMR Systems 1987) and 1994 (Center for Social and Behavioral Research 1995) but more recently the DNR has relied on third-party sources such as the U.S. Department of the Interior's National Survey of Fishing, Hunting, and Wildlife Associated Recreation (2003) for angler data. While national studies, research done by consulting firms for fishing lobbyists, and academic recreational fishing literature all have value and can be generalized to the Iowa angling experience, a detailed new study of lowan anglers is badly needed. Identification of Possible Solutions There are a number of immediate actions the DNR could take to stabilize revenue including: [1] changing the price of the resident annual fishing license, [2] lobbying for alternative sources of government funding, or [3] expanding the range of marketing communications to the entire state. Unfortunately, the first two options are not viable in the short-term given political constraints. Tack believes a price increase on fishing licenses [1] would be difficult to execute given that fishing license prices were last increased in 2003 and changes in license prices must be approved by the state legislature. However, in May 2006 the
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