VEM Publishing: Looking Back
2009 Flytyers of the World Series
VEM Publishing was best known for their publishing of fly fishing books. This was their website for several years where it promoted the Flytyers of the World series. The Fly Tyers of the World series was a stunning new series of casebound, limited edition, numbered books designed and photographed by Steve Thornton. Broken up into 5 volumes, Fly Tyers of the World offered a unique and personal insight into 100 of the world’s best known flytyers and their fly tying techniques. Each book features 20 of the worlds best known flytyers with hundreds of high quality images of fly patterns and dressings.
The site also linked to fly fishing exhibitions and Steve Thornton's Photography site.
At some point the site's domain registration expired and VEM Publishing disappeared from the web. The new owners of the site, avid fly fishermen decided to resuscitate part of the original site's content (mainly the fly fishing books) from its archived pages.
Please note that none of the books presented below are no longer available via this site. We even checked on Amazon! However we were able to find a 2008 1st edition of FLYTYERS OF THE WORLD. VOLUME TWO on www.abebooks.com at a hefty 159.00 US! The seller is PAUL MORGAN, a leading dealer in scarce, out-of-print & new books on fishing and field sports.
The Flytyers of the World series were the ultimate multiple volume compendium of International flytyers. For those of us fly tying enthusiasts who have any or all five volumes, the books will always be cherished.
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From the Editor: I don't know if it was a practical joke or a malicious attempt to mislead, but sometime after we archived this site, we started seeing an inappropriate result in the Google search for the book's title. Right at the top of page 1 in Google's search results was content suggesting that "Flytyers of the World" was code for a fetishized sex act. I just happened on this problem and did some research into how we might remove this outrageous result. Turns out there really is no way we can request Google to do a review. I did find some reputation management services that would remove the problem search result for a fee. And there were some independent specialists who only did search removals, also for a fee. There is also a website, LocalSearchSummit.com that draws attention to this problem. But since we were not selling the books there was no incentive to act, and certainly no reason for us to spend money on this. But the idea that the book could be defamed with no recourse by Google's search results was both shocking and troubling. While researching possible solutions we came upon an organization, Regulate Google Now! that was focused on this exact issue - problem searches that created problems for individuals and businesses, so we donated to their cause. The problem search result recently vanished so fortunately there is no longer any issue in Google's results, but this experience proves to us that Google is indeed too powerful and unaccountable. Searchers beware!
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Circa 2009
NEWS UPDATE – NEWS UPDATE – NEWS UPDATE – NEWS UPDATE
Flytyers of the World – Volume 3. The latest volume in this stunning series of limited editions.
ORDER YOUR COPY AND ENSURE THAT YOU ARE ONE OF THE FIRST TO RECEIVE COPIES
Flytyers of the World is now being cleared for final printing. As the books are hand finished we will be receiving batches of around 100 copies at a time, for final numbering, and hand embossing. These will be shipped in the same sequence as the orders are received – i.e. first come, first served.
IF YOU ALREADY HAVE VOLUME 1 & VOLUME 2 – ORDER NOW TO ENSURE YOU RECEIVE THE SAME LIMITED EDITION NUMBER.
View vol.1 sample pages.
View vol.2 sample pages.
View vol.3 sample pages.>
A Flytying encyclopedia ….. a unique publishing first. Limited editions of 1000 casebound copies. Each individually numbered and hand embossed.
This five volume compendium features a hundred of the world’s best known flytyers. Volume's 1 & 2 are already published and on sale now. And volume 3 is shipping this August 09. Reserve your copy of volume 3 now. Please visit our Free Downloads page to view extracts from Volume 1. (You have to register or login to view this page). Buy volume's 1, 2 and 3 now and you will automatically be included in the reservation list for volumes 4 and 5.
VEM Publishing are specialists in Flytying & Flyfishing Books and Fine Art Angling Prints . VEM Publishing also organise The Spring Flyfishing Show, Newark, UK. The largest and most successful Flyfishing & Flytying show in Great Britain. The show that launches Britain's new flyfishing season. Next show - 7th & 8th March 2010.
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Flytyers of the World; Volume 1.
On sale now. £59.95 plus shipping.
Volume 1 is the first part of a 5 volume set. A Flytying Publishing First! A unique personal insight into 20 of the world’s best known flytyers and their flytying techniques. in the first volume of this stunning new series of casebound books. This series will grow into a 5 volume compendium over the next 18 months. The full series will include 100 of the worlds best known flytyers.
144 pages of easy to read step by step tying instructions for making realistic fishing flies that catch fish world wide. Including Tools selections, Nymph Skin colour swatches and new tying techniques.
An Essential step by step book for tying realistic fishing flies for flyfisher’s world-wide...
Steve Thornton's first book which demonstrated his unique and original approach to tying realistic fishing flies. First published in September 2003, the demand for this book has now far exceeded the original print run. Due to continuing demand and advances in printing technology we can now offer individual copies which will be digitaly printed using the same same high quality paper and finishing as the original books.
An Essential step by step book for tying realistic fishing flies for flyfisher’s world-wide.
Technical details; 144 pages - 185mm x 245mm format - High quality 150gsm art text pages - Over 400 detailed photographs. Limited edition.
Available in; Ringbound (working edition) only. £39.50
Steve Thornton. Angling photojournalist, advertising photographer, flytyer of realistic fishing flies and flyfisherman. Steve Thornton is well known for his realistic flytying demonstrations at exhibitions and symposiums around the world. This is his first book on flytying and is beautifully written and photographed. Listen to the River is a book that illustrates how to tie realistic patterns that ‘match the hatch’ from freestone streams in England, Scotland and Wales which catch fish the world over. Each chapter illustrates how to tie the pattern with very high quality photography and easy to read instructions.
Volume 1 features the following patterns;
Stoneflies and Heptagenia Nymphs, Hydropsyche and Rhycophila larva, Spent Ephemera, Freshwater Shrimp, Spent Caddis, Emerging Caddis, Cased Caddis, Egg laying Caddis and Adult Caddis. Beetles, Midge pupa, Baetis Nymph, Trico, Mayfly Nymph’s and Smut’s. Plus, searching patterns like the, CAM Emerger and the famous Ammonite Nymph.
All these patterns are original and have been designed with many new flytying techniques by Steve Thornton. This book is a must for all Flytyers and Flyfisherman and is sure to become a collectors item. Each book is beautifully bound and printed. All photographs are the work of the author and each chapter is beautifully illustrated by David Benson
Volume one includes the following world class fly tyers;
Hans Van Klinken, Dave Brandt, Steve Thornton, Mauro Raspini, Bob Mead, Mick Hall, Chuck Furimsky, Fabrizio Gajardoni, Roman Moser, Johan Klingberg, Phil White, Ted Patlen, Gigi Pironi, Harrison Steeves, Keith Wallington, Agostino Roncallo, Al & Gretchen Beatty, André Brun, Igor & Nadica Stancev and Paul Whillock.
Please visit our page to view extracts from Volume 1. (You have to register or login to view this page).
Buy volume 1, 2 and 3 now to ensure that you can collect the full set of this exquisite series. Price per volume £59.95. plus p+p.
Just some of the fantastic reviews for volume 1 of this superb series;
The book is spectacular!!! I class your book in the same status as Schmookler and Sils' From the quality of printing standpoint, and as far as I am concerned that is saying something special.
Ray Emerson
Outstandanding quality... Absolutely phenomenal book. The workload and effort that has gone into this book just goes to show the lengths people will go for their passion.
Steve Cullen - Editor, Total Flyfisher
This book is so beautiful... the pictures are fantastic! Everything about this book is high quality and very very interesting to read about the flytyers!.
Vidar Egilsson
Congratulations on your fantastic book. They are absolutely beautiful, a superb book for my library..
Alfred Nagy
Over 140 individual and unique patterns including photographs & descriptions. 208 pages, 303x216mm. 230 full colour photos. LIMITED EDITION; 1000 HAND EMBOSSED AND NUMBERED HARDBOUND COPIES ONLY.
Specification; Size - 208 pages - 303mm x 216mm format - High quality 150gsm coatedart text pages - over 230 full colour photographs. A Limited edition of 1000 Hardbound hand embossed and numbered copies.
The ultimate multiple volume compendium of International flytyers that will be cherished by all flytying enthusiasts. A unique series of high-quality hardback books that will grow into a beautiful collection with over a 1000 pages of information and over 1100 full colour photographs. Collect this magnificent 5 volume set. Volume 1 and volume 2 on sale now. Volumes 3 - 5 will be available at 4-5 month intervals thereafter
Flytyers of the World; Volume 2.
On sale now. £59.95 plus shipping.
Flytyers of the World; volume 2, features a further 20 of the worlds best know flytyers, see stunning patterns and read amazing biographies from the following contributors;
Mary Dette - Jens Pilgaard - Leon Links - Alberto Calzolari - Ronn Lucas - Thorsten Strüben - Masahito Sato - Bill Blackstone - Giulio Tasca - Edward Muzerloll - Herman Broers - Bill Heckel - Jackson Leong - Bob Frandsen - Ralph Graves - Stack Scoville - Leif Örtenholm - Gianluca Nocentini - Jukka Tapio - Fabio Federighi.
A comprehensive step by step illustrated book for tying a further 16 unique patterns. All tied and photographed by Steve Thornton...
Technical details; 144 pages - 165mm x 245mm format - High quality 150gsm art text pages - Over 400 detailed photographs.
Available in; Ringbound (working edition) Clothbound edition and Leather edition.
After 2 years of intensive research and testing of realistic flyfishing patterns on rivers throughout America, Europe and the UK, Listen to the River Volume 2 is now shipping.
Steve Thornton is known around the world as one of the foremost innovators of realistic style flyfishing patterns and tying techniques. This new exciting volume contains 16 new patterns which employ some unique tying techniques developed by Steve Thornton.
Listen to the River Volume 2 is available in 3 editions. A working edition which is ring bound. A signed clothbound edition a signed limited edition leather collectors edition, bound in high quality goat skin with hand printed marbled end papers and slip case. (Limited to only 50 copies).
Working Edition; £29.50. Left.
Clothbound Edition; £57.00. (Few remaining copies left) Centre.
Leather Edition. £155.00. (Few remaining copies left) Right.
“Listen to the River” Volume 2.“ A new book of 16 new innovative patterns from Steve Thornton”. This new volume is packed with new un-published tying techniques not yet seen by the flytyer, including new detached abdomen tying techniques, new legging techniques and "Hair Rig" abdomens. "Hair Rig" abdomens make small insects like hatching olives, duns and spinners, realistic. These new "hair Rig" abdomens are easy to tie, yet very realistic and create a natural movement, just like the real insect.
Steve shows you in high quality step by step photography how to make these exciting new tying techniques and patterns and more.
After 2 years of intensive research and testing of realistic flyfishing patterns on rivers throughout America, Europe and the UK, Listen to the River Volume 2 is now available to order for a Christmas delivery. Steve Thornton is know around the world as one of the foremost innovators of new realistic style flyfishing patterns and tying techniques. This new exciting volume contains 16 new patterns which employ some unique tying techniques developed by Steve Thornton. Learn how to tie new legging techniques on patterns. “Legs where they should be, underneath the hook shank, not on top”. This new tying technique provides a footprint much closer to the natural insect as it hatches or floats on the surface film.
Steve has constantly made notes on his travels about new techniques he has learnt. One technique he learnt in British Columbia and on the storied rivers of the Catskills, New York is the art of fishing streamers. This highly effective technique really does search out the larger fish in the rivers. Another technique Steve has learnt is "speed fishing". This is an absolutely fantastic dry fly style of fishing. This and other techniques are all revealed all in this book.
New patterns for "Listen to the River" Volume 2 include;
Heptagenid Nymph - The (hair rig) Stonefly - Darting Nymph -The Ammonite Nymph - Hatching Heptagenid Nymph Hatching Caddis - Hatching Olive - Hatching Mayfly - CAM Emerger - Detached Bodied CAM Emerger - Needle Fly - Adult Stonefly - Cranefly - Spent Ephemera - The Baptizer.
Flytyers of the World; Volume 3.
The latest volume in this stunning series of limited editions. Flytyers of the World is now being cleared for final printing. As the books are hand finished we will be receiving batches of around 100 copies at a time, for final numbering, and hand embossing. These will be shipped in the same sequence as the orders are received – i.e. first come, first served.
ORDER YOUR COPY AND ENSURE THAT YOU ARE ONE OF THE FIRST TO RECEIVE COPIES
IF YOU ALREADY HAVE VOLUME 1 & VOLUME 2 – ORDER NOW TO ENSURE YOU RECEIVE THE SAME LIMITED EDITION NUMBER.
Flytyers of the World; volume 3, features a further 20 of the worlds best know flytyers, see stunning patterns and read amazing biographies from the following contributors;
Eric Leiser, Andrés Touceda, Chris Helm, Ed Berg, Malcolm Greenhalgh, Sacha Pütz, Bruce Marino, Claudio Ď Angelo, Danilo Lazzarini, Eric Austin, Alice Conba, Glenn R. Weisner, Ian Colin James, Lee Schechter, Massimo Masi, Wayne Samson, Robert H. Boyle, Federico Renzi, Wim Alphenaar, Sebastian Letelier.
Flytyers of the World; Volumes 4 & 5.
To be published late 2009. With Volume 5 (cover design yet to be finalised) being published for the summer 2010.To see the making of volume 3. Very interesting photo-blog by Steve Thornton Detailed content for Volumes 4 & 5 is currently being compiled.
Just some of the world class flytyers included in the 5 volumes of 'Flytyers of the World'.
Ted Patlen, Dave Brandt, Bob Mead, Al & Gretchen Beatty, Paul Whillock, Steve Thornton, Phil White, Hans van Klinken, Igor & Nadia Stancev, Johan Klingberg, Mick Hall, Keith Wallington, Gigi Pironi, Mauro Raspini, Roman Moser, Fabrizio Gajardoni, Chuck Furimsky, Harrison R. Steeves, Agostino Roncallo, Andre´Brun, Dave Klausmeyer, A K Best, Charlie Chute, Mark Petitjean, Chris Helm, Enrico Puglisi, Leon Links, Bob Boyle, Bill Heckle, Frederico Renzi, Ronn Lucas, Jukka Tapio, Al Caucci, Wim Alphenaar, Jens Pilgaard, Hans Weilenmann, Nancy Hopping, Charles Jardine, Ralph Graves, Hermon Broers, Stan Fudala, Peter Dunne, Mary Dette, Jackson Leong, Roger Plourde, Stack Scoville, Danilo Lazzarini, Fabio Federighi, Gianluca Nocentini, Giulio Tasca, Alberto Calzolari, Ted Niemeyer, Edward Muzeroll, Sebastian Letelier, Bill Blackstone, Leif Ortenholm, Thorsten Strüben, Utkin Sergei Andreevich, Sasha Putz, Paul Rossman, Tom Travis, Manel Torrecillas, Masahito Sato, Colin James, Dave McNeese and more...
More Background On VEMPublishing.com
VEMPublishing.com is the official website of VEM Publishing, a specialist publishing house best known for its high-quality flyfishing and flytying books and related products. While the site serves as both a catalog and an ecommerce hub, VEM Publishing itself occupies a distinct niche within the world of angling culture. This detailed article explores the company’s history, ownership, offerings, audience, cultural significance, reputation, events, goals, and more.
Origins and Ownership
VEM Publishing is a privately operated UK-based publisher whose primary focus is literature related to fly fishing and fly tying. The company’s roots and founding details are not widely publicized in mainstream business records, reflecting its position as a niche specialist rather than a mass-market publishing house.
The publisher has become known within angling and sporting communities for producing beautiful, collectible books that go beyond practical how-to guides and instead celebrate the artistry, tradition, and personalities of the flyfishing world. The company name and branding — VEM Publishing — consistently appear associated with titles that highlight craftsmanship and heritage in angling.
Headquarters and Geographic Focus
VEM Publishing is based in the United Kingdom, and most of its editorial, production, and distribution operations are centered there. The UK itself has a long tradition of fly fishing dating back centuries, and VEM Publishing’s subject matter closely aligns with that cultural legacy.
While based in the UK, the reach of VEMPublishing.com and the books it produces extends internationally through online sales and distribution channels. Flyfishing enthusiasts across Europe, North America, and other English-speaking countries often seek out VEM Publishing books both for their content and their collector appeal.
Core Publications and Product Range
Flytyers of the World Series
Perhaps the most iconic product associated with VEM Publishing is the “Flytyers of the World” series. This is a multi-volume compendium profiling individual fly tyers from across different countries and traditions. Each volume includes high-quality photography of flies, detailed biographies, and insights into each tyer’s approach.
These volumes are authored with a blend of technical detail and narrative context that appeals both to practitioners of the craft and to readers interested in the wider cultural world of fly fishing. The books are typically hardcover, richly illustrated, and designed to be collectible rather than disposable. They often command attention in flyfishing libraries and are referenced by sellers of used books.
The first volume of this series, Flytyers of the World: Vol 1 – Fly Fishing and Flytying Techniques, was published in 2007 and has been distributed internationally. The book’s ISBN and publishing details denote VEM Publishing as the publisher and signal its focus on high-end flytying literature.
Other Flyfishing Books
In addition to the Flytyers series, VEM Publishing’s catalog includes other specialized books that combine technical instruction with storytelling and visual richness. These publications often serve dual roles: they are practical resources for fly tying and fishing, and they are also works of visual art and tradition.
These books tend to be published in English and distributed through specialist bookstores, independent sellers, and online marketplaces that cater to the flyfishing community.
Art, Prints, and Other Offerings
Beyond books, VEM Publishing’s presence includes fine art prints and visual products that appeal to collectors and enthusiasts who value the aesthetics of outdoor life and sport. These prints showcase classic fly patterns, detailed renderings of fishing scenes, and artistic interpretations of angling culture.
This aspect of VEMPublishing.com allows the company to extend its reach to those who appreciate the visual beauty of the sport, not just the technical or instructional aspects.
Events and Community Engagement
VEM Publishing’s involvement in the flyfishing community goes beyond its publications. The company has been associated with angling events such as fly fishing shows in the UK that bring together manufacturers, authors, artists, and fishing enthusiasts.
These events underscore the company’s commitment to the larger flyfishing ecosystem — not just as a seller of books, but as a participant and contributor to live culture and community interaction. Events give readers the chance to meet authors, see products in person, and engage with fellow anglers in a shared space.
Audience and Community Standing
The audience for VEMPublishing.com is highly specialized. It primarily consists of:
- Experienced Fly Fishers who seek detailed, nuanced material on techniques and traditions.
- Fly Tying Enthusiasts who value both instruction and insights into the craft.
- Collectors of Angling Literature who prize high-quality books for their rarity, production value, and cultural documentation.
- Outdoor Sports Aficionados who appreciate the artistic and heritage dimensions of fly fishing.
Due to its focus on high-end art-and-craft publications rather than mass-market volumes, VEM Publishing does not generate the kind of general public readership associated with large trade publishers. However, within the flyfishing niche it holds respect and recognition for quality and depth.
Reputation and Reviews
VEM Publishing titles such as Flytyers of the World are referenced and sold by specialist book sellers, angling supply stores, and independent resellers.
Sales listings and collector forums confirm that these books are seen as significant contributions to the craft literature of fly tying, often appreciated for their photography, profiles of international tyers, and in-depth treatment of each subject.
Although mainstream literary reviews are rare due to the niche subject matter, within the flyfishing community this series and similar publications are frequently discussed, recommended, and catalogued. Their reputation among enthusiasts points to a strong and positive standing within their target market.
Goals and Mission
The underlying mission of VEM Publishing appears to revolve around preserving, documenting, and celebrating the craft and culture of fly fishing and fly tying. Instead of prioritizing volume sales or mass distribution, the company emphasizes quality, expertise, and community value.
Its books function as:
- Documentary records of influential practitioners in the flytying world.
- Instructional guides for advanced techniques.
- Artistic artifacts that reflect the beauty and tradition of angling.
This positioning aligns with the values of many traditional sport and craft communities where heritage and expertise are prized.
Cultural and Social Significance
Fly fishing has long been embedded in cultural traditions across the United Kingdom, Europe, and North America. It is associated with landscapes, ecology, patience, and craftsmanship. Within this milieu, VEM Publishing plays a role in bridging practice and culture.
By profiling individual tyers from around the world, their books highlight diversity in approaches, techniques, and regional styles. This approach promotes cross-cultural appreciation within the tight-knit world of fly tying and fishing.
The visual and narrative depth of the books contributes to the preservation of craft knowledge, ensuring that techniques and stories are passed on to future generations of flyfishers rather than lost to time.
Website Experience and Functionality
VEMPublishing.com is structured as a catalog and ecommerce portal rather than a high-traffic content site. It provides visitors with:
- Information about available books and prints.
- Ordering and purchase capabilities.
- Announcements about events and new releases.
The site’s simplicity and focus reflect the company’s commitment to its niche, offering content that is directly relevant to its core audience rather than broad casual visitors.
Challenges and Opportunities
Challenges
- Niche Market Constraints: The specialist nature of the subject limits general audience reach compared to mainstream publishers.
- Limited Mainstream Media Exposure: Coverage beyond fishing and outdoor sport circles is rare.
- Dependence on Specialist Channels: The company’s reputation and visibility depend largely on angling communities, forums, and independent sellers.
Opportunities
- Growing Outdoor Sports Interest: Fly fishing remains popular in many regions, offering opportunities for expanded readership.
- Digital and Multimedia Products: There is potential for digital editions or multimedia instructional content to reach broader audiences.
- Collector and Art Markets: Fine art prints and high-end volumes can appeal to collectors outside traditional fishing circles.
VEMPublishing.com and VEM Publishing represent a unique and influential presence within the global flyfishing community. Through high-quality, visually rich publications and active engagement in community events, the company has carved out a respected niche.
Whether documented through multi-volume series about fly tyers from around the world or artistic prints celebrating angling tradition, VEM Publishing’s work reflects a deep commitment to the craft, heritage, and culture of fly fishing. Enthusiasts and collectors alike value its contributions to preserving and promoting this distinctive sport and lifestyle.
