To order from this page just make your selections and click on the "Add to Cart" button or the  "Buy" link. If you run into difficulties please make use of our toll-free line and give us a call. Our phone numbers, fax and email addresses are posted  at the bottom of this page.  

Upon placing  your order you'll receive an immediate confirmation via email. You are not billed at that time. We process orders manually, preferring to have a human actually check things over and contact you should there be questions. Within 24 hours of placing your order you will receive a follow-up email confirmation and final invoice reflecting your total charges (Monday-Friday). You are not billed until we actually send you your final invoice.  Orders shipped to CA addresses will have California Sales Taxes applied, out of state orders are tax free. Orders over $100 are shipped FREE!* Orders less than $100 are billed $8.50 for shipping. During the ordering process you can select expedited shipping if required. (Within the USA via UPS ground. International, and oversize/weight items will be billed for shipping and you will be sent an emailed invoice reflecting total charges prior to actual billing. We will not ship without you having had a chance to review the invoice).

WHAT'S NEW FROM ProFIsh Co. / AREA RULE ENGINEERING

Area Rule lures are now made by the nice folks at ProFish.  Since taking over this well regarded series of lures.  They've done some refining of their offerings we're very pleased to introduce to our clients.  First off they've come out with a new lure similar to an old East Coast standby (Green Machine).  The ProFish refinement comes in the form of better skirt materials (FishSkin Skirts) and more colors. These new Bullet-Nobs will be great lures to drag anywhere there are fish to catch. ProFish also added a jet head to their popular Doornob lures.  As a result of head refinement we now stock their Silhouette lures instead of their GranderSlam series.  The new Silhouette's have a beautiful head color to match their design, while the GranderSlams went back to a clear head.  We'll stock the upgrade. The other unique characteristic of the Silhouette series is their counter shading of the colors. 

Here's a little about the products and their history.  After that you can enjoy reading about and seeing their fine products:

About Area Rule Engineering Inc.

Area Rule Engineering Inc. began in a garage in California in 1984.

Brooks Morris, a former Air Force fighter pilot, test pilot and avid Marlin Fisherman had an idea. Create a lure that could be trolled at higher speeds while traveling to reach a desired fishing area.

Most lures cannot be trolled at speeds above 12 knots. They fly out of the water and tangle in the leaders because they create too much drag. Consequently they are not placed in the trolling pattern until the boat reaches the desired area and slows down to normal trolling speed. As a result, many opportunities for fish are missed while traveling. Doornobs can effectively troll at up to 18 knots, and even more with the larger lures!

Brooks applied an aeronautical engineering principle known as "Area Ruling" to design his lures, hence the company name.

"Area Ruling" is used in the design of supersonic aircraft to help transition the shock wave past the fuselage and airfoils as it accelerates from subsonic to supersonic flight. This same principle was applied to the design of the patented "Doornob Lures" and provides some distinct benefits over conventional lures.

·         Higher Trolling Speeds - because the lure is self compensating up to 18 knots.

·         Better Tracking in Turns, Crosswinds and Following Seas.

·         Lower Drag - as the acceleration area provides a self propelling effect on the lure.

·         Increased Bubble Stream - as air bubbles mix with water and are accelerated over the skirts.

·         Ability to use Lighter Test Line - with less drag, the lures can use lighter line than conventional lures of the same weight.

Over the years "Doornobs" have continued to rack up impressive records, internationally as well as locally.

Doornobs have set I.G.F.A. records for marlin, tuna and spearfish, including the first "Grander" blue marlin to be caught during the Hawaiian International Billfish Tournament. A 1,062_1/2 lb. blue on 50lb. test which put Angler Gil Kraemer into the I.G.F.A. record book.

Testimonials from charter captains and professionals probably say it best.

"Overall, I'd rate the lure as exceptional. The skirts are flashy and bright, and you can use the lures at any speed. Doornob and Lip-Latches are a good choice for Charter Fisherman and their clients"

-Capt. Mike Lewis, Key West, Fla.

"The most advanced technological change in lure construction in 40 years Doorman lures have not only taken lure fishing a quantum leap into the future performance-wise, but they also catch fish - quite handily."

-Capt. Rick Gaffney, Kona Hawaii

"In a tournament or with a client only interested in a Marlin over 500 lbs., I use the Doornob lures. While I have caught smaller Marlin using the Doornob, the percentage of Marlin over 500 lbs. is higher with fast trolled Doornobs than any of the other lures or combination of lures and speed. This statement is a fact on my catch report."

-Capt. Freddy Rice, Ihu Nui Sportfishing Inc., Kona, Hawaii

"Approximately two years ago I started using Doornob lures along with your Lip-Latch hooks. Since that time I have doubled, if not tripled, my hook-up and catches of a variety of billfish, large Tuna and Wahoo. I feel that your Doornob lure hook combination is the most successful bait in landing large fish on today's market."

Brian Phillips, 1989, Grand Champion, Port Aransas, Texas

Tournament proven "Doornobs" are quite simply the finest gamefish lures you can buy at any price.

While originally launched from a garage in 1985 Area Rule now manufactures its products in a state of the art facility in San Clemente, California.

Okay, that's the corporate pitch.  Here's why we brought in the line.  I do a lot of listening, and I heard a lot of positives about these products.  From the lures to the accessory items, Area Rule is first rate.  Their skirts are nothing short of fantastic.  The lures from this firm are dandy at all speeds, but really excel by allowing their use at higher trolling speeds.  That puts 'em in the water more for you, and will result in more fish on the boat.  Because of their high speed performance you'll use them more, under a wider set of water conditions all the way from snotty to calm.  How many times have you had to make a decision you'd rather not make on the water.  You know, you're running out to the banks and see some sign of life or some good looking water along the way and have to decide whether to fish it and risk getting beat up on the way home because of the delay, or not making it all the way out when you slow down to troll?  Area Rule lures allow you to troll all the way out, or fast troll for reaction strikes through water you'd generally miss.  These lures will add to your catch.  On a personal side, ever since two-speeding my International 20T I've longed for a meatier handle.  I've had my eye set on a T-Bar for over a year.  The time was right to add this great manufacturer, and the more I dug into the products the more I liked 'em.  So, like the rest of the gear on the site, this is something I firmly believe in, it's GREAT STUFF!

Area Rule has paid attention to a fishes visual senses in ways other manufacturers haven't even thought of.  Their skirts refract light in a manner that gets a marlins or tunas attention.  Add to this Area Rules new light line products, even fly fishermen will find things to get excited about.  As will the fish. I'm pleased as punch to be able to offer this line of lures to our clients. 

We're stocking a wide variety of products from this innovative firm. Given the breadth of offerings we'll break the line up a bit, with reel accessories on the Fishing Reel pages of CharkBait, and the lures right here.

BULLET-NOBS

Silhouette Series Soft Head Doornobs

The Doornobs are the bread and butter, tournament winners, producers.  These are the lures that established the reputation for Area Rule.  So. Cal. guys have dragged 'em for success.  Our striped marlin are suckers for the D4 size 'nobs, since they so often feed on the smaller baits here.  But, the big boys are strongly favored down south of the border and in waters where the prospects  justify.  For 2004/5 we've upgraded our stock and now offer the Silhouette series.  These lures are counter shaded to attract even more attention.  Couple the counter shading with the laminar flow lure head and you have a lure that will run straight at high trolling speeds and get noticed.

One of the more amazing features of this lure is it's attention to visibility to the fish.  Fish eyes are a bit different than our own.  They see things a bit differently.  The heads and skirts of these 'nobs fluoresce at 435 nanometers (wavelength) which is the optimum visual range for marlin and tuna eyesight.  This is pretty high tech thinking, not applied by other manufacturers. But, it's effective. 

How many times have you dropped an expensive resin lure on the deck of your boat only to have it crack or fracture, making the thing useless?  Not a worry here.  These lures feature a softer head material which will give this lure a longer life.  The skirts are also a bit thicker than most on the market, with a unique feel and texture.  They'll last a long time, which is their intention since you'll be running this lure often, more often than any other lure you probably own now. 

High speed trolling is the name of the game with these guys.  The SSD-30 and SSD-12 can be trolled at 18 knots plus!  The SSD-4 and SSD-8 are best trolled at under 18 knots (which is about 8+ knots faster than most folks can troll on their best day!  

We're stocking the right patterns, and can order additional colors to match your particular needs. But, I doubt you'll need reach further than what's below.  

Visit Page II
Area Rule Flyers, Jigs, Lures and Bugs

Looking for some terrific light line lures?  Want to tease up some action for your hook rigs?  Please follow the link to Area Rule's specialty lures for more innovative products and information.