HUMMINBIRD 360 wins Popular Science Award

Bucks Falcon Mercury

Eufaula, AL (April 16, 2013) – Dial back to August of 1967 when the academic fortunetellers at Popular Science laid out in words and illustrations what a ‘future’ manned mission to the moon would look like; feel like; even sound like in the dead of space. From the first person account of astronauts to tumbling rocket stages to the lunar ‘bug’ touching the moon’s surface – the prophecy was all there in ink. (Now preserved as a living PDF on the Popular Science website.) Fiction became truth. And then truth became reality, when on July 20, 1969 Neil Armstrong left that iconic boot-print.

Since 1872, the legacy publication has been divining the future and earned space on countless coffee tables around the globe. The world has relied on Popular Science to preview the future – to trumpet whenever a fanciful idea comes together in the form of nuts and bolts, engines and wings, circuit boards and transducers.

Annually, now in its 25th consecutive year, Popular Science recognizes the ingenious ideas and technologies that become consumer products, and then cull out the best of them. And in 2012, the prestigious ‘Best of What’s New’ in recreation honor was given to Humminbird. After cleaning up ‘Best New Electronics’ at fishing’s homecoming bash, ICAST, Humminbird’s 360 Imaging shared techno limelight with household names like Google, Yahoo, Microsoft and the golf giant TaylorMade.

As the tech-forward organization looks out in the headlights – even the high beams – Popular Science took notice of Humminbird’s ability to also see the future. Not only is Humminbird’s 360 Imaging virtually ahead of its time when compared to other sonar brands, the technology literally identifies things to come.

Humminbird Brand Manager Jeff Kolodzinski describes the sonar breakthrough. “360 Imaging is the first of its kind. It looks not only forward but in a full circle around the boat updating constantly, giving anglers up to the second information on bottom contour, structure and even fish.

“While on the boat, anglers look at a readout that resembles a radar screen. It’s really like ‘underwater radar’ when you think of it.”

360 Imaging also lets the user place GPS waypoints on the screen to mark points of interest so those spots can be revisited later. The detail is incredible, too. Brush, rocks, baitfish, weeds, even that storied sunken car are pixilated to perfection.

To win the award, says Popular Science’s guidelines, a product or technology must represent a significant step forward in its category. Humminbird 360 Imaging is the most progressive sonar technology fishing has seen since, well, the Eufaula, Alabama headquartered company introduced Side Imaging – the last time Humminbird redefined sonar.

Kolodzinski concluded his interview with Popular Science by relaying a recent living example. “I was on a reservoir and watched a school of bass swim across the screen. That’s never been possible before. It made my hair stand on end. Lighting fast I made a cast and reeled in a 4-pound bass. They don’t always bite like that, but I know I’m much more likely to catch a fish if I’m fishing where they are versus where they aren’t.”

Beside Armstrong’s footprints are innumerable craters and ravines where whimsical armchair scientists once imagined water, perhaps even fish. You can bet if fish ever swim the stars and planets, Humminbird will be the first to find them.

About Johnson Outdoors, Inc.
Johnson Outdoors Marine Electronics, Inc. consists of the Humminbird, LakeMaster, Minn Kota and Cannon brands. Humminbird® is a leading innovator and manufacturer of fishfinders, fishfinder/GPS combo units, ice flashers and digital depth gauges. LakeMaster® is the premier brand of high-definition electronic fishing charts. Minn Kota® is the world’s leading manufacturer of electric trolling motors, as well as offers a complete line of shallow water anchors, battery chargers and marine accessories. Cannon® is the leader in controlled-depth fishing and includes a full line of downrigger products and accessories.

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