MPM, I don't question the effectiveness of live bait or herring. I've caught plenty of fish on each and it is how I prefer to fish if I'm taking inexperienced people out. That said, I consider it a downgrade on the "fun" meter compare to swim baits or light jigs. I almost never fish more than 3 ounces. With swimbaits, braid, a decent rod, you can feel the inhale of the bite. I fish the giant (expensive
) 9" swimbaits vertically and fish 4 to 6 inch versions when casting. I tend not to cast fish if the water is much over 40 or 50 feet because they drop way slower than a heavy jig (but they also look absolutely alive as they swim on the drop). I've caught countless keeper lings in less than 30 feet of water so don't assume that you have to fish deep with uncomfortably heavy gear.
And if you are fishing live bait or herring, just remember to keep you lead off the bottom a couple feet so your bait doesn't get hung. If you are fishing areas where you can regularly grind the bottom and not lose gear, you're probably in the wrong spot.
Im also big on wire leaders or at least VERY heavy mono.
5 inch swimbaits along with contents puked up by keeper ling:
One of my favorite ling pics from years ago when the upper end of the slot limit was 40":