Target Communications Outdoor Books

Target Communications Outdoor Books We produce and sell books on archery shooting form, bow tuning, deer hunting, bear hunting, wild game

TARGET COMMUNICATIONS is the creation of husband-and-wife team Glenn and Judy Helgeland. Glenn is from a hunting family and has hunted all his life. Judy is the friendly voice on the phone who will take and process your book and DVD orders. Several years ago, they began publishing tightly-focused outdoor books and wild game cookbooks – the “On Target” series – as a labor or love and because they s

aw the need for such books on several topics within archery, bowhunting, deer/bear hunting, wild game handling and cooking, and other outdoor topics. They both enjoy design and publishing work, so it was a good way to work together for a common goal on the outdoor topics they enjoy and are a significant part of their life.

11/06/2025

She ran out of baking chocolate, so she chopped up a candy bar instead.
She accidentally invented the chocolate chip cookie.

1938. The Toll House Inn, Whitman, Massachusetts. Ruth Wakefield was preparing dessert for her guests—the travelers who stopped at her cozy roadside inn for home-cooked meals and warm hospitality.

Ruth wasn't just a good cook. She was a perfectionist. Trained in household arts, with a degree in education, she approached recipes like science experiments—precise measurements, careful technique, consistent results.
That afternoon, precision failed her.
Ruth was making Butter Drop Do cookies—a classic recipe that called for baker's chocolate melted into the batter. Rich, dark, evenly chocolatey.
She reached for her baker's chocolate. The cupboard was empty.
Most people would have stopped. Driven to the store. Made something else.
Ruth Wakefield improvised.
She grabbed a bar of Nestlé semi-sweet chocolate—the kind you'd eat as candy, not bake with. She broke it into small chunks with a knife and stirred them into the cookie dough.
Her thinking: The chocolate will melt and distribute evenly through the batter as it bakes, just like baker's chocolate would.
It didn't.
When Ruth pulled the cookies from the oven, they looked... wrong.
Not smooth and uniformly brown like Butter Drop Do cookies should be. Instead: golden cookies dotted with soft, gooey pockets of chocolate.
The chocolate hadn't melted. It had softened into little pools—distinct, visible, studded throughout each cookie.
This was a mistake. A failed recipe. A kitchen error.
Ruth tasted one anyway.
And everything changed.
The texture was perfect—crispy edges, soft centers. The flavor was a revelation—buttery sweetness punctuated by bursts of rich chocolate.
This wasn't a failed Butter Drop Do cookie. This was something entirely new.
Ruth served them to her guests that evening. They disappeared before they cooled.
Travelers asked for the recipe. Neighbors begged for more. Word spread.
Ruth named them "Toll House Chocolate Crunch Cookies" after her inn, and added them to the menu permanently.
Within months, they became the reason people stopped at the Toll House Inn. Not just for a meal—specifically for those cookies.
Then something unexpected happened.
Sales of Nestlé semi-sweet chocolate bars in the Massachusetts region suddenly spiked. Dramatically. Nestlé executives noticed and investigated.
Turns out, home bakers were buying Nestlé chocolate bars specifically to make Ruth's cookie recipe.
People were visiting the Toll House Inn, getting the recipe, going home, and baking batch after batch. They were sharing the recipe with friends. Mailing it to relatives. Publishing it in local newsletters.
Ruth Wakefield's accidental invention was spreading organically, cookie by cookie, across New England.
In 1939—just one year after Ruth's kitchen experiment—Nestlé executives visited the Toll House Inn with a proposal.
They wanted to print Ruth's recipe on the back of every Nestlé chocolate bar package. Give her national exposure. Turn her regional phenomenon into an American staple.
Ruth agreed. But not for money.
She negotiated a deal that seems almost quaint by modern standards: Nestlé could use her recipe in perpetuity. In exchange, Ruth received a lifetime supply of Nestlé chocolate.
No royalties. No licensing fees. No trademark protection.
Just chocolate. For life.
To Ruth, that was enough. She wasn't trying to build an empire. She was trying to share something that made people happy.
And it worked.
By 1940, the recipe was on millions of chocolate bar packages across America. The name was shortened to "Toll House Cookies"—and then, more commonly, "chocolate chip cookies."
Home bakers everywhere started making them. They were easy—no fancy equipment, no complicated techniques. Just butter, sugar, eggs, flour, and chopped chocolate.
Anyone could make them. Everyone did.
Then World War II arrived, and chocolate chip cookies became something more than dessert.
They became comfort. Connection. Home.
Mothers baked them and sent them in care packages to soldiers overseas. The cookies traveled well—they didn't crumble like cake, didn't melt like fudge.
Soldiers wrote letters home specifically requesting "those chocolate chip cookies"—not just any cookies, but Ruth Wakefield's recipe.
In foxholes and barracks across Europe and the Pacific, American soldiers ate chocolate chip cookies and tasted home.
Church groups baked them for fundraisers. Neighbors baked them for each other during rationing. Children baked them to learn cooking.
The chocolate chip cookie became woven into the fabric of American life.
And it all traced back to one woman in a Massachusetts inn who ran out of baking chocolate one afternoon and decided to improvise.
Ruth never sought fame.
She continued running the Toll House Inn with her husband Kenneth until 1967. She published a cookbook. She gave interviews occasionally, always gracious, always humble.
When asked about inventing the chocolate chip cookie, she'd smile and say:
"I thought I'd made a mistake—but I was wrong. People seemed to love it."
"I thought I'd made a mistake."
That single sentence contains a profound truth about innovation.
The chocolate chip cookie—now one of the most popular desserts in the world, baked billions of times a year—was a mistake.
Not planned. Not researched. Not the result of years of experimentation.
An accident. Born from an empty cupboard and a willingness to try something different.
Ruth could have thrown out that first batch. Could have called them failures. Could have apologized to her guests for serving "ruined" cookies.
Instead, she tasted them with an open mind.
And recognized that sometimes "wrong" is actually "new."
That's the heart of innovation.
Not perfection. Not planning. But curiosity about what happens when things don't go according to plan.
Ruth's mistake became the most beloved cookie in American history because she didn't immediately dismiss it as failure.
She asked: "What if this is actually good?"
And it was.
Today, Americans consume over 7 billion chocolate chip cookies annually. They're sold in every grocery store, every bakery, every coffee shop.
They're the default cookie—the baseline, the classic, the one everyone knows.
All because Ruth Wakefield ran out of baker's chocolate one afternoon in 1938.
Ruth Wakefield died in 1977, at age 81. She lived long enough to see her accidental invention become an American icon.
But she never trademarked it. Never copyrighted it. Never tried to profit beyond that lifetime supply of chocolate.
She could have become wealthy. Could have built a cookie empire. Could have licensed the name and recipe.
She chose to let it belong to everyone.
Because for Ruth, the joy wasn't in owning the recipe.
It was in knowing that people everywhere were baking her cookies, sharing them, making memories around them.
That's legacy.
Not control. Not profit. But widespread joy.
Ruth's chocolate chip cookies have been present at:

Millions of children's first baking experiences
Countless school bake sales and fundraisers
Care packages sent to soldiers in every war since WWII
Late-night study sessions and hospital waiting rooms
First dates and funeral receptions

They've become the universal language of comfort.
When you don't know what to say, you bake cookies.
When you want to show you care, you bake cookies.
When you need to feel home, you bake cookies.
And more often than not, they're chocolate chip cookies—Ruth Wakefield's accidental gift to the world.
Here's what makes Ruth's story so powerful:
She wasn't trying to change the world. She was just trying to make dessert.
She didn't have grand ambitions. She wasn't chasing fame or fortune.
She was solving an immediate problem: no baker's chocolate, but guests expecting dessert.
And her practical, improvisational solution—chop up a candy bar and see what happens—accidentally became one of the most replicated recipes in human history.
That's the paradox of impact:
The people trying hardest to change the world often don't.
The people just trying to solve today's problem sometimes change everything.
Ruth wasn't thinking about legacy. She was thinking about tonight's guests.
She wasn't thinking about innovation. She was thinking about not wasting ingredients.
She was present. Practical. Willing to improvise.
And in that willingness—that openness to trying something different when the original plan failed—she created something timeless.
Sometimes history changes not with invention or war—but with a spoon, a smile, and a spark of curiosity.
Ruth Wakefield had all three.
She had the spoon—the tools of her craft, the kitchen she knew intimately.
She had the smile—the warmth and hospitality that made strangers feel like family.
And she had curiosity—the willingness to taste a "mistake" before throwing it away.
That curiosity changed baking forever.
She ran out of baking chocolate, so she chopped up a candy bar instead.
She accidentally invented the chocolate chip cookie.
And decades later, in kitchens around the world, people still follow her recipe.
Still make that same "mistake."
Still pull golden cookies studded with soft chocolate from their ovens.
Still taste joy.
Because that's what Ruth Wakefield created—not just a cookie, but a small, sweet moment of happiness that anyone can replicate.
No special equipment needed. No advanced skills required.
Just butter, sugar, flour, eggs, and chocolate.
And a willingness to try something different.
Ruth once said: "I thought I'd made a mistake—but I was wrong. People seemed to love it."
She was right.
People loved it in 1938.
People love it today.
And people will love it for generations to come.
Because chocolate chip cookies aren't just dessert.
They're connection. Comfort. Home.
They're the taste of someone caring enough to bake for you.
And they're proof that sometimes the sweetest legacies come from our mistakes, not our plans.
Ruth Wakefield didn't set out to make history.
She just wanted to make something good.
And in doing so, she reminded the world:
Sometimes the most important thing you can do is simply share what you've made.
Not for profit. Not for fame.
But because it might bring someone joy.
One bite at a time.

07/28/2025

2+ minutes of free entertainment

07/28/2025

Think this a mom and 2 babies, some say mom, dad, and babies

Look who’s strutting on the garage roof!
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Look who’s strutting on the garage roof!

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Happy St. Patrick's Day

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Couple of pictures we took here of what?
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09/09/2024

Glenn thought everyone would get a chuckle out of this!!! -Jessie

The Ornery Grocery Store Door 1,032 words

by Glenn Helgeland

It was to be a pleasant mid-summer drive north to Hayward from our home near Barron, probably to look for deer and whatever else we saw of birds, whitetail deer and pretty country in the "Up North" outdoors.
Even Dad said, "This will be fun. You boys will see some fun things..." he glanced at Mom, to be sure he hadn't overdone the sales job ... "and we might even see a deer." It was, after all, near where he hunted each deer season. Even he was hoping to see a deer or two while driving.
Then, too, there were the blacktopped country roads with small ridges, on which we tried to talk our father into rolling over just a bit too fast so it would make our stomachs do flips on each little ridge he topped, which young boys, such as my two brothers and I, thought was great fun.
After each ridge, the chorused request was, "Do that again, Dad". He usually did, at the next small ridge, if no car was approaching. There seldom was, and the oncoming car was easy to avoid when in sight because no one drove fast there. We were not moving swiftly, just swiftly enough to please three young boys.
Mom never objected. She either enjoyed it too or enjoyed more listening to our giggling and “oohs”.
Mom had packed potato salad and ice in a cooler, and hot BBQed beans in a pot wrapped in newspapers and long towels to hold the heat. I'm sure there were sandwiches, too. They were part of any picnic. Plus a jug of homemade lemonade and ice cubes, and a small, clean peanut butter jar and screw-on lid with a damp washcloth to clean three young faces after lunch. Bottles of pop were more fluid than were allowed; maybe our parents didn't want multiple potty stops.
Halfway to Hayward, Mom said, "Oh, shoot. I forgot to peel and pack some carrots. Their crunch will go well with the potato salad and beans", then she gave my brothers and me the evil eye that told us we should agree even if we didn't, or at least not object. She didn't say anything about candy bars because she knew what our response would be. She may have packed candy bars and knew it would be foolhardy to mention them until after lunch.
"We can stop at a grocery store in Hayward and get them. I might find some bananas and ororanges, too," Mom said. "They always tase good ... and you boys like them."
We arrived in Hayward 30 minutes later. Dad pulled into the parking lot of a large grocery store on the edge of town, parking where he could see the front door and drive up to it to pick up Mom if she had her hands full when she left the store.
"Hey, it's open. Good," he said. "There even are cars in the parking lot. Some other folks must have forgotten something, too," he said, looking out the window instead of at Mom. He loved to verbally jab people lightly whenever he could.
Mom opened her door, stepped out and said, "I'll be back out soon."
Jon, my middle brother and two years younger than me, spoke up. "I want to come with you."
"Allright," Mom replied. She opened the back door for him.
He walked beside her to the door, glancing back at Dad behind the wheel in our car and never noticing that the grocery store door automatically opened as they neared it. He probably thought Mom had opened the door, as she usually did.
She and Jon reappeared in 10 minutes. Mom had a small shopping bag in one hand. Jon walked just head of her. They followed a man and his wife out the door. Jon did not notice that the exit door automatically opened ahead of the couple.
He had never seen an automatic door because Mom never took us into the store at home with her. If Dad had driven, we would have been along but would have remained in the car with him.
Mom walked to the car, began to open her door, then noticed that Jon was not beside her. Dad, behind the steering wheel, had already begun to chuckle.
"What's so funny?", she asked. "I have only one bag. I bought oranges and a few bananas, as I said I would."
Dad pointed through the windshield at the store's front door.
"Watch this," he said, chuckling more.
Jon had both hands on the outer door, trying to push it shut. He was trying to close the door after Mom exited but before the door was programmed to begin its automatic closure.
Jon braced his feet and pushed harder.
The door did not move.
Dad began laughing softly out loud. Mom, smiling, stood by her open car door, one hand on the open window and one on the door frame. She was quietly chuckling.
Jon gave up his struggle, dropped his hands, turned and took two steps toward our car.
The door quietly began closing slowly and automatically, as it was programmed to do because Jon was no longer standing on the door’s matt.
Jon heard the slight sound, stopped, turned around and watched the door silently and completely close.
He turned back to our car, casting a disgusted look back over his shoulder at the now unmoving and closed grocery store door. When he opened the car’s back door, he got in and silently sat down. He had nothing to say. However, the disgusted look remained on his face, possibly a bit more intensely than it had been. He stared out a side window at exiting cars, ignoring the door.
Dad laughed openly now.
He looked in the rear-view mirror at Jon. "Congratulations,” he said. “That was the dirtiest look I've ever seen anyone give anything."
Jon didn't reply. He was still upset.
On the ride home, Dad, between bursts of laughter, explained to Jon how automatic doors worked.
Jon didn't think it was funny then. He never really did.
But Dad laughed for years, reminiscing about the door that wouldn't close despite my brother’s best efforts.
# # # # #

Glenn Helgeland
Target Communications Outdoor Books
10459 N. Wauwatosa Rd.
Mequon, WI 53097
C: 262-402-7668
[email protected]

08/29/2024
Some pretty flowers.  What is the appropriate distance a practice target should be from house?Discuss?
08/27/2024

Some pretty flowers. What is the appropriate distance a practice target should be from house?
Discuss?

More pictures of the Wisconsin River
08/16/2024

More pictures of the Wisconsin River

Did the ducks in the dells and saw some deer. Floated on the Wisconsin River
08/01/2024

Did the ducks in the dells and saw some deer. Floated on the Wisconsin River

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10459 N Wauwatosa Road
Mequon, WI
53097

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