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Gary Yamamoto Custom Baits keeps raising the bar higher and higher with each entry into the artificial lure manufacturing industry.

For example, owner Gary Yamamoto is proud of the fairly new Heart Tail Swimbait.

Rapala, one of the most-recognizable and respected brands in the artificial lure manufacturing business, introduced a jerkbait at the 2015 Bassmaster Classiic.

This spring, the company followed up with another jerkbait in the series that stands out from any others: Bass haven’t seen an artificial lure move like the Shadow Rap Shad.

LaPlace is the home of Delta Lures and the Thunder Jig, among other artificial lures being made by two serious bass fishermen.

Apparently startled, certainly rattled, a small, injured bream swam to the surface, zigged and zagged in the scattered grass, jumped a little and landed sideways before continuing to move erratically until it settled back into the water to meet its fate.

Chas Champagne wishes it would have been as simple as pointing a futuristic-looking device at one of the most-popular speckled trout soft plastics on the market and reducing the size significantly, like in the 1989 movie “Honey, I Shrunk the Kids.”

The Johnson Beetlespin, Mepps Aglia, and Betts Spin are some of the lures many of us used when we were kids, and many of us still use those same lures today. They are inexpensive and simply get the job done.

Make no mistake about it, the Monster Reel’N’Shad is a monstrous swim bait — one Mann’s Bait Co. proudly introduced to the market in January.

The latest in the artificial lure manufacturer’s Reel’N’Shad series provides just more than 9 inches of pulsating, swimming action from a durable soft plastic that doesn’t have a paddletail or extra hardware to make it swim realistically.

Its patent-pending design is unique and triggers bites from bass, redfish, stripers, lemonfish and even tarpon.

The importance of realistic, crawfish patterns is well known to Bassmaster Elite pro, and Brandon Palaniuk proved it on his way to finishing second in the 2013 Bassmaster Classic on Grand Lake in Oklahoma.

When Cowboy Outdoors decided to make a big, wedge-tailed soft-plastic artificial lure strictly a saltwater bait, speckled trout fishermen along the country’s coast benefitted big time.

Mister Twister’s BUZZ Bug, which the Louisiana company plans to introduce at the beginning of 2016, was in the right place at the right time to make a name for itself before it ever hit the market.

Saltwater fishermen who love to fish coastal and inshore waters for speckled trout and redfish soon will have a new weapon: the DeepJerk Minnow from Mann’s Bait Company in Eufala, Ala.

If you’ve seen one soft plastic creature bait and you’ve seen them all. Right?

Ann Thomasson Wilson knows a good artificial lure when she sees one.

A Kansas bass angler is doing more than holding his own on the Bassmaster Elite Series circuit.

When Live Target Lures decided it was time for fishermen and fish to fall in love with a soft-plastic shrimp imitation, it turned to R&D dream team leader Victor Cook.

Success, as usual in the artificial lure manufacturing business — or anything else, for that matter —  begats success.