I thank that's what tackle companies would like you to belive, but its not necessarily so.
There are many baits that have been around for more years than I have been alive. Mann's worms for 1. I've got a buddy that fishes black firetail a lot, and were not talking about a slouch of a fisherman either. He's the kind of guy you expect to be in the top 10 in a 300 boat tournament. Problem is, Mann's worms are hard to find today. They aren't marketing their old fliptail worms, but they still catch fish.
My favorite crank bait is a Rebel that hasn't been made since 1990. I have a stash of them put away in my taclkle center in the garage that I wouldn't take anything for. Over the years, I have caught in the thousands of bass on those baits. I just wish Rebel would re-run them. They do make a similar bait today, but its just not the same.
Another old crank bait that catches a lot of fish is a rattle trap. I got my first one in 1979 thanks to a friend of mine who happened to be guarding Rowland Martin's stash of promotional baits. Today, I never go without a box of traps. Yes there are some new tricks I have learned across the years, but you can bet your boots if you burn that thing just like the original box said to do, you will catch fish on it. Then there's Rapala's Fat Rap. Its been in production for decades, and it catches fish. They recently dropped some of the models of it in favor of the Risto Rap which I have yet to catch a fish on, and what about their Shad Rap? Its been around for what 15 years? Pop R's, torpedo's, AC Shiners, Jirtterbugs, and other topwaters have been around for 40 years or more.
Yes, everyonce in a while a new bait comes along that is hot, and its good to get some and experiment with them, but I never go anywhere without my trusty standbys. The first thing you have to do with a new bait is learn how to fish it. That's where many people make their misteak. It takes practice to know what you can make the bait do and how.
Skipper