There are two main categories:
1) Grubs
I like Kalin's lunker grubs and the Strike King rage tail grubs (4 inches in size)... favorite colors for the rivers I fish are smoke salt and pepper, watermelon red flake, blue pearl salt and pepper (blue glimmer flake for rage tail), and pearl. I usually rig them up on an 1/8 or 1/16 oz jig. I like football jigs for fishing the rivers just because I seem to get less snags but the round heads work great too. I like to buy jigs with a 1/0 or 2/0 hook. Check ebay for deals on jig heads man... don't waste your money at Cabelas. I just picked up 50 football head jigs with a 2/0 hook for 10 bucks. You'll probably pay between 3 and 5 bucks for a 3 pack at Cabelas. Rig them along the seam with the tail pointing away from the turn of the hook. Check out youtube for some good videos from the guys from Uncle Josh's baits (makers of Kalin)... they have some great tutorials on how to rig them and fish them. Basically all you want to do though is make a long cast and as soon as the jig hits the water start reeling nice and slow...
2) Hardbaits
Minnow stick baits
I can't tell you how many monster walleye and bass I have picked up on the Allegheny river using the Rapala original floaters. I usually use the F13 size for walleye... bass tend to like the F09 size. Really just depends on how big the river is that you are fishing. The Allegheny is a large river and thus has larger forage species. Good colors for me have been silver w/ black back, gold/black, blue/silver, and firetiger. I use a duo snap while fishing these so I don't have to tie a loop knot (Rapala knot) every time I want to change baits. Haven't lost a fish due to a snap failing. Just make a long cast and vary your retrieve speed until you develop a pattern.
I also recommend jerkbaits such as the rapala x-rap (pearl ghost), or the husky jerk (same colors as the original floater). There are hundreds of companies making jerkbaits, but these are the ones I have had the most success with and they are relatively affordable. Again, depending on the size of the river you plan to fish you're going to want to adjust size accordingly. I usually fish these exclusively on the Allegheny.
Craw style crankbaits
I have also caught a bunch of fish using the Rebel craw cranks. They have an assortment of colors but brown and orange bases seem to work best for me. They are really light baits so you'll need a spinning rod with a moderate action to cast them well. For the smaller rivers that I fish (Shenango, Youghiogheny) this bait has been a great producer.
Again there are plenty of options out there that will produce fish.. I didn't mention the senko, which is another great bait. So are tube jigs. If you are just getting into river fishing and don't want to break the bank, get yourself a nice medium action graphite rod (6 1/2 to 7 foot) with a 2500 size reel (don't care what line you use, but I prefer braid w/ flurocarbon leader) and pick up an assortment of grubs and jig heads. They are probably the most efficient smallmouth bait out there.