Gary Fisher, the first and last name in mountain biking, has always scoffed at convention. Planet did some scoffing of its own this past fall, tossing out catalog tradition in favor ofsomething new. The 2005 Fisher piece consists of two separate books: a large-format, image-intensive publication called FISH, and a digest-size bike line bound inside the larger pub. "The alternative format is right on for Fisher," says Planet president and Fisher brand manager Rob Sax. "FISH is packed with full-spread photos, conversational interviews, opinionated essays. The bike line insert balances the hard-core specs and product shots relied on by dealers and consumers with a strong Gary component. A true periodical, FISH will be published semi-annually."