shot business -- february / march 2014

VOLUME 22, NUMBER 2 FEBRUARY/MARCH 2014

FIRING LINE:Smith & Wessons rim re version of its popular M&P is right on target PG. 26

This year retailers will see well-designed products at both ends of the price spectrum. Thats called a win-win. PG. 32

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FEBRUARY/MARCH 2014SHOT BUSINESS1

CONTENTSSHOT BUS INESS FEBRUARY/MARCH 2014 VOL . 22 , I SSUE 2COVER PHOTO BY TOM THULEN FOR W

INDIGOIM

AGES.COM

Departments

2 EDITORS NOTE Staying ahead of the pack is absolutely necessary

5 NEWS BRIEFS Lipseys gets new building, logo; Crimson Traces testing regime; Federal sponsors Pass it On; Muck Boots social media mastery

24 FYI How a gun shop in the middle of nowhere sells nationwide

26 FIRING LINE Smith & Wessons new rimfire M&P .22

28 UNDERCOVER SHOPPER Seeking a shotgun for turkeys and home defense in Virginia

46 WHATS SELLING WHERE 52 NEW PRODUCTS SOLs Origin survival kit;

Brownings Summit Shooting Vest; ProGrades simplified ammunition; and more

Features

NSSF Update 18 FROM THE NSSF Promoting Project ChildSafe 19 RETAILER TOOLBOX FFL Compliance Consultants

can help protect your shop

20 AMMO IMPASSE NSSF urges sporting purposes exemption

20 GUN-CONTROL LAWSUITS NSSF sues Calif. cities

21 FIVE STARS Two ranges receive Five Star ratings 21 A&D BOOKS NSSF offers free A&D books to members 21 SHOT SHOW Member exhibitors benefit in 2015 22 NSSF DELIVERS VALUE 23 YOU SHOULD KNOW Log on to the new NSSF website

32 OPTICS 2014 The big challenge for retailers these days is matching the right optic to the right firearm at the right price. Fortunately, this year retailers will see well-designed products at both ends of the price spectrum. BY ROBERT SADOWSKI

42 A LEGACY OF KNOWLEDGE Mail-order giant Brownells is celebrating 75 years of dispensing parts and professional know-how. And the best is yet to come. BY ROBERT F. STAEGER

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52

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2SHOT BUSINESSFEBRUARY/MARCH 2014

EDITOR S NOTE

Out FrontStaying ahead of the pack

M y first job out of college surely wasnt anything to write home about. I worked for a roofing warehouse, delivering shingles and 100-pound containers of asphalt. The job itself really wasnt all that awful, but having to deal with the owners son made it feel like I had descended into purgatory.

He believed he was to the manor born and viewed the family enter-prise as his personal ATM. The par-ents wisely set him up in a separate business, one walled off from the cash cow they had worked all their lives to build. True to his nature, he promptly ran the business into the ground and, later, after the passing of his parents, managed to do the same to his inheritance.

These long-ago events came to mind while I was reading a pair of articles on two incredibly success-ful and long-lived businesses in this

months issue of SHOT Business, both by contributing editor Robert F. Staeger. The subjects of his pro-files are Brownells, which is cele-brating its 75th year, and Lipseys, which is marking its 60th anniver-sary. Both are household names in the shooting sports industry and need no further introduction from me. Each has thrived through the years because they offer unbeliev-able levels of customer service. They have also benefited from entrepreneurial leadership that has never forgotten their humble beginnings.

But something else is at work as well. These remain family

enterprises, ones in which the succeeding generations never took success for granted.

According to Staeger, Frank Brownell told him, The first gen-eration finds a blank spot, creates an idea, puts a wall around it, and calls it a business. The second gen-erations responsibility is to put in a management team and grow it at a pace they can manage. But its still under the management and brain of that second-generation leader. It puts together a treasurya cash pile. The third

generation immediately fires the second genera-tionbecause with any luck, youve outgrown their abilitiesand spends the cash pile growing the company. We basically did that.

Ill bet theres a host of Ivy League MBAs who have never figured that out.

In Lipseys case, it was adapting the mantra You

cant become complacent. Second-generation president Laurie Aronson told Staeger, I hate the phrase Just keep doing what youre doing. Thats a sure way to close your business. Something may have been a hit, but now what? Whats the next thing?

Questions like that propel a business forward, helping it to keep ahead of the pack. And if you value success, thats exactly where you need to be.

Slaton L. White, Editor

SLATON L. WHITE, EditorMargaret M. Nussey, Managing EditorDavid E. Petzal, Shooting EditorMaribel Martin, Senior Administrative AssistantJames A. Walsh, Art DirectorJudith Weber, Production Manager

CONTRIBUTING EDITORS Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, David Draper, Jock Elliott, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Peter Suciu, Wayne Van Zwoll

ERIC ZINCZENKO, Executive Vice PresidentADVERTISING: 212-779-5316Gregory D. Gatto, PublisherPaula Iwanski, National Sporting Goods DirectorBrian Peterson, West Katie Logan, Sporting Goods SalesJohn Driscoll, Vice President, Corporate SalesElizabeth A. Burnham, Chief Marketing OfficerIngrid Reslmaier, Marketing Design Director

BUSINESS OPERATIONSTara Bisciello, Business Manager

CONSUMER MARKETINGRobert M. Cohn, Consumer Marketing DirectorBarbara Brooker, Fulfillment Manager

MANUFACTURINGLaurel Kurnides, Group Production DirectorStefanie La Bella, Associate Production Director

BONNIERChairman, Jonas BonnierChief Executive Officer, Dave FreygangExecutive Vice President, Eric ZinczenkoChief Content Officer, David RitchieChief Financial Officer, Nancy CoalterChief Operating Officer, Lisa EarlywineChief Marketing Officer, Elizabeth Burnham MurphyChief Human Resource Officer, Leslie GlennChief Brand Development Officer, Sean HolzmanVice President, Consumer Marketing, John ReeseVice President, Corporate Communications, Dean TurcolGeneral Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published 7 times a year in January, Feb ruary/March, April/May, June/July, August/September, October/November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 22, issue 2. Copyright 2014 by the National Shooting Sports Foundation. All rights reserved. Editorial, circula-tion, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no respon-sibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at New York, NY, and at additional mailing offices.

Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness .com/cs. You can also email shotbusiness@emailcustomer service.com, in the U.S. call toll-free 866-615-4345, outside the U.S. call 386-246-0188, or write to SHOT Business, 2 Park Ave., New York, NY 10016. For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016REPRINTS: E-mail [email protected]. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 422494, Palm Coast, FL 32142-2494.

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NEWS BR IEFSNEWS PROMOTIONS AWARDS OUTREACH

Lipseys New LookT en years ago, Lipseys was celebrat-ing its 50-year anniversary. Thats the sort of occasion that prompts some looking back, and can spur a look forward as well. In this case, Lipseys decided to retire its long-standing tagline, Same Day Shipping, in favor of some-thing more expansive and aspirational: Aim Higher. The company incorporated the tagline into its old logo, and it served them well for another 10 years. But as the company reaches 60, company president Laurie Aronson recognizes its time for another change.

Were a progressive, forward-moving company, and our company has changed so much over the years, says Aronson. Aronson is a third- generation Lipsey and has been with her familys company for more than two decades. Technology was really a very big part of this whole branding thing for us. We wanted our brand mark to show velocity and speednot just to reflect our website, but also the other technology that we offer to our customers, and to our sales-people internally.

The new logo, a sleek capital L in a styl-ized gun sight, speaks to not just the com-panys trade partners, but also the end consumer. I think overall we have, as an industry, really started to come to the

here and the now, says Aronson. Thats what it reflected. We wanted something fresh and fun. We decided on something in that gunmetal gray, reflective of the products that we carry.

We really just wanted it to reflect our new customer, says Aronson. Our business was built on the hunting busi-ness; its part of our heritage. Were still in the hunting market, of course, but the product mix of what we sell has changed so much. Pistols have become a very big part of our business. Our new logo shows that were a forward-moving company. I mean that in terms of our product knowledge, our product offer-ing, our exclusives, and our technology.

We came up with Aim Higher 10 years ago, and that is probably as impor-tant as the mark is itself, says Aronson. Aim Higher is something that we strive for personally and professionally. We love that it has so many meanings; we use that term internally all the tie. And who knows? In the future, we may have other plans for Aim Higher.

Aiming higher certainly applies to the companys personnel decisions. Aronson maintains that putting the right people in the right positions is key to the com-panys success. Theres no doubt that what Im most proud of, in looking around, is the team weve built here, she says.

When we bring people into our com-munity, we really do screen them carefully to make sure that theyre a good fit with our Lipseys culturethat desire to do things as we do, and to serve our cus-

Lipseys new 83,000-square-foot distribution centeralso in Baton Rouge, but more than triple the companys

current spaceis scheduled to begin operation in April.

Bits & Pieces

Gearhog.com Is Up and Running

Gearhog recently announced the official launch of its web-site, Gearhog.com. The site offers daily deals on hunting, shooting and other outdoor- related products. After signing up as a member

on the website, users will be e-mailed daily about new deals.The popularity of daily deal

sites has really taken the world by storm, and were absolutely thrilled to now have a site catering to shooting, hunting, and the outdoor world, said Clayton Whipple of Brownells. Virtually all daily deal web-

sites work within the same everybody wins framework. In this case, Gearhog.com gets the user traffic, brands get their products to the masses, and consumers get the discount.

Winchester Improves Ballistics

Calculator App Two years ago, Winchester introduced its Ballistics Calculator at Winchester.com, following with apps for iPhone and iPod Touch. Now app has been updated to make the cal-culations more comprehensive. The original app allowed

users to choose centerfire rifle ammunition and compare dif-ferent cartridges with charts and graphs. The updated ver-sion now helps users discover aiming points, impact points, and trajectories for rimfire, shotgun, slug, and handgun hunting ammunition.We listened to the great

feedback, and now the Ballistics Calculator is improved, said Brett Flaugher, Winchester Ammunitions vice president of marketing and sales.

SHB0314_BRF02.indd 5 1/14/14 6:32 PM


NEWS BR IEFS

WINCHESTER AMMUNITION NAMES AHERN GROUP SALES AGENCY OF THE YEARThe Ahern Groupwhich represents sales of quality hunting, shooting, and law enforcement products in Texas, Oklahoma, Louisiana, and Arkansashas been named Winchester Ammunitions 2013 Commercial Sales Agency of the Year. The prestigious award was presented to the Ahern Group at the companys recent national sales meeting in Collinsville, Illinois.Its an honor to pres-

ent the Ahern Group with this award, said Brett Flaugher, Winchester Ammunition vice presi-dent of marketing, sales, and strategy. The award is a tribute to the hard work of Ahern Group in reaching key retailers and distributors with new Winchester Ammunition products.Winchester Ammunition

presents the Commercial Sales Agency of the Year award annually to an agency that shows an out-

standing body of work in helping all Winchester Ammunition customers be successful.We are very honored

and excited to be receiving

this award from Winchester, said David Puckett, Ahern Group president. Our customers have grown accustomed to the consistent innova-tion and the legendary excellence of the Winchester brand. This years demand has been exciting, and we are com-mitted to investing in our future in order to meet the respect and satisfaction that Winchester Ammunition and our customers deserve.

tomer the way they should be served. Weve really built a team with a skill set that I think doesnt even compare to oth-ers in the industry, says Aronson. I think were really good at building relationships. Not just with our customers, but with our vendors and other industry professionals. I feel like you can say the name Lipseys to anyone in the industry, and theyre not going to have just heard of us, but theyll know someone at the company.

And with a venerable family-owned company like Lipseys, those relationships sometimes go back generations. If you look at the manufacturers, there are sever-al family businesses in the firearms manu-facturing business. Then I look at my cus-tomer base, and again, there are some customers that have been doing business with me for 30 or 40 years, and some of them are on their second or third genera-tions. So what you see is a nice trend of family sticking together, and younger gen-erations stepping in where either their fathers or grandfathers left off. Weve got several generations of people who started out here all those years ago, and thats something wed like to continue.

But while relationships keep the door open, its important to open the door to new business as well. Obviously there are other people in the industry who are selling the exact same products as we are, says Aronson. So we can only dif-ferentiate ourselves either by exclusives or in service.

Service, hands down, weve got that, she says. I dont feel like theres a lot of

competition in that area, because our salespeople really do form relationships. Our customers have become our friends over the years, and no doubt we take care of our customers very well.

The right product mix is crucial, how-ever, and Lipseys spices it up by offering a number of appealing exclusives. Were one of the few distributors that actually puts out several exclusives during the year,

and theyve just been gangbusters, says Aronson. Weve had pistols on the cover of magazines before, and theyll say Lipseys new exclusive. Not Rugers New Flattop, but Lipseys New Flattop. So the consumer is starting to get to know the Lipseys name.

You cant become complacent, says Aronson. We have to keep thinking of ways to improve the service we provide to customers, find a different product mix to offer them. Weve got to be thinking all the time, even when times are really good. I hate the phrase, Just keep doing what youre doing. Thats a sure way to close your business. Something may have been a hit, but now what? Whats the next thing?

One new thing this year is bringing is a change to the companys home location. Lipseys is building a new, 83,000-square-foot distribution centermore than triple its current spacewith plans to occupy it in April. Its been a long time coming, says Aronson. Our office space right now has been really good, but its getting cramped. We keep hiring people and we have nowhere to put them. I think weve pushed ourselves as much as we can.

The warehouse is also jam-packed, making getting to the right products more difficult. We are so looking forward to this move, says Aronson. I think we run efficiently now, but were going to be able to do things we havent been able to before, with the luxury of space. (225-755-1333; lipseys.com) Robert F. Staeger

Winchester honored the Ahern Group at its annual sales meeting.

Weve got to be thinking all the time, even when times are really good. I hate the

phrase, Just keep doing what youre doing. Thats a sure way to close your business.

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Crimson Trace Testing Is UnequaledEver wonder how much product testing goes into Crimson

Trace laser sights and light products before they are pro-duced, packaged, and shipped? The short answer is: lots.

After Crimson Trace prod-ucts are created by in-house engineers and designers, the prototypes are tested for fit to their intended gun frames. Electrical systems, battery pockets, and many other details are also checked. But thats just for starters.

Engineers next install batter-ies, install the Lasergrip onto a working firearm, and then the product and a tester head to the companys on-site test fir-ing range. Once inside, the Beta-testers lock and loadand start shooting. When the smoke clears, thousands of

rounds have landed downrange in the bullet trap. Its the on-the-firearm and in-the-hand tests that determine if a prod-uct performs as planned.

On a recent in-range Beta test at Crimson Traces head-quarters, 15 shooters shot more than 12,000 rounds while test-ing two new products. Thats a lot of time in-hand, on the range, and in test mode. The average shooter spent about

one hour pulling the trigger before hand fatigue set in. Then, the next shooters stepped up to the firing line and contin-ued the test process. Product testing consumes up to 120,000 cartridges per year. Beta testers also examine product packag-ing, battery-installation guide-lines, and sighting standards.

Product details are re-exam-ined and complex notes are written and reviewed. Then the

test grip or product is removed, thoroughly examined, re- tested, reinstalled, and tested once again on the firing line for recoil resistance and fit. Any product flaw discovered along this grueling process can result in a possible redesign or modi-fication. If that happens, the entire process can begin again. Only the best products survive.

Crimson Trace products undergo many levels of Beta testing and extensive range shooting sessions before the products are ever approved, says Michael Caulk, director of engineering. This testing means our customers can depend upon the product they select and install on their fire-arms. Customers have posi-tively weighed in by purchasing nearly three million Crimson Trace products since the com-pany was founded nearly 20 years ago. (800-442-2406; crimsontrace.com)

Test firing on Crimson Traces range reveal any problematic design elements before a product reaches the public.

SHB0314_BRF02.indd 7 1/15/14 11:33 AM

NEWS BR IEFS

Federal Ammunition Passes On the Outdoor ConnectionFederal Premium Ammunition and Pass It OnOutdoor Mentors have announced a new three-year sponsorship commitment to help expand and grow the Pass It On mentorship program. The

organization is currently working in several states to implement outdoor mentoring partnerships that provide more opportunities for kids to learn to hunt, shoot, and fish.

With our emphasis on reaching children with no connection to the outdoors, we depend on support from the outdoors industry, says Mike Christensen, president of Pass It On. Having Federal Ammunition on our team will greatly enhance our ability to get kids outdoors.

Research by a number of organizations confirms that new hunters and shooters are recruited by a mentor. Growing this model is good for the future of hunting and shoot-ing, says Federal Premium Ammunitions conservation manager Ryan Bronson. Pass It On bridges the gap between youth men-toring organizations and hunting organiza-tions, and thats why we chose to support it.

Pass It On partners with state fish and wildlife agencies, conservation organiza-tions, and youth organizations to give at-risk children opportunities to participate in outdoor sports and activities.

Too many children today dont ever get the chance to experience the great out-doors, Christensen says. Were working to change that. (800-322-2342; federalpremium.com)

Pass It OnOutdoor Mentors brings outdoor experiences to nature-deprived kids.

SIG SAUER AND HAVA JOIN FORCESSIG Sauer has joined forces with Honored American Veterans Afield (HAVA) to help wounded servicemen and women return to outdoor activi-ties. The manufacturer is com-mitting a portion of the pro-ceeds of sales from its new SB15 Pistol Stabilizing Brace, designed to help disabled shooters use the modern sport-ing rifle platform, to HAVA. HAVA has been at the for-

eront of helping veterans get back into the shooting sports, said Bud Fini, SIG Sauer vice president of marketing. Weve seen firsthand the positive impact from getting these veterans back to the activities they love.

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November Studios and Rusted Rooster Form Partnership

Two of the outdoor industrys leading video production agen-cies will now be working as one.

November Studios and Rusted Rooster Media, each of which produce a number of outdoor related television programs, recently announced a new strategic part-nership. The idea is to better serve their respective clients while also helping to develop new client relationships.

November Studios is the production company behind Whitetail Properties and Wallhanger TV while Rusted Rooster pro-duces Dropped: Project Alaska and Backcountry Quest. This new partnership will allow the two production compa-nies to share a common goal of show-casing the great outdoors in ways that havent been done before.

Rusted Rooster, led by Jason Brown, Chris Keefer, and Casey Keefer, has, since 2001, produced more than 400 original episodes, 150 TV commercials, and collected more than 40 national pro-duction awards. Boutique production company November Studios, run by a group of hunters that includes Paul Sawyer, provides client service work for

many of the industrys most recogniz-able brands, including Winchester Ammunition, Realtree, Tinks, and Scent-Lok.

Chris and Casey Keefer and I founded Rusted Rooster when we each realized we shared the same visionto bring the out-doors to viewers living rooms in new and innovative ways, says Jason Brown, Rusted Rooster co-owner and executive producer. Our partnership with November Studios allows us to take everything to the next level for our outdoor industry clients.

All client service projects for both com-panies, including the production of TV ads, short films, Web videos and custom proj-ects, will now be a collaboration between Rusted Rooster and November Studios.

Like the Rooster guys, at November Studios, were always going to be tip-of-the-spear, said Paul Sawyer, November Studios owner. Rusted Rooster and November Studios think alike. We want to push the envelope. We want to lead the outdoor industry in video production and we want to continue producing amazing work for clients who are or want to be industry leaders. Peter Suciu

Video production agencies November Studios and Rusted Rooster have partnered to create video content for TV and outdoor industry clients.

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NEWS BR IEFS

JESSIE DUFF EARNS GRAND MASTER RANK WITH USPSA World-renowned champion shooter Jessie Duff recently broke a new barrier, becoming

the first woman to earn the title of Grand Master from the United States Practical Shooting Association (USPSA). In earning this prestigious classification, Duff had to maintain an average above 95 percent in shooting classification courses. Her per-formance in 2013 included top wins in USPSAs Open, Limited, and Single Stack National Championships, as well as multi-ple top wins in the Steel Challenge World Championships and earned top titles in the Arkansas Sectional Championships and Steel Challenge National Championships.

I am honored to have earned the designation of Grand Master with USPSA, says Duff. This is something I have been working toward my entire shooting career, and Ive come this far

thanks to a lot of hard work and a lot of support.

Duff is recognized as one of the most accomplished competition shooters in the world and is setting a new precedent for female shooters across the country. As female participation in shooting sports is on the rise, Duff s most recent accomplish-ments and continued success are contribut-ing to an increase in involvement of women in competitive shooting.

Jessie is one of the best shooters in the world, says USPSA executive director Kim Williams. USPSA is proud to announce her historic record as the first woman to ever reach this ranking in Practical Shooting.

Champion shooter Jessie Duff has become the first woman to earn USPSAs Grand Master title.

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LIBERTY SAFE MEETS GROWING DEMAND FOR U.S.-MADE PRODUCTSAs global economic con-ditions continue to change, the demand for U.S.-made products seems greater than ever. Last year, Liberty Safe took great strides to meet that demand by investing more than $15 million in capital equipment to increase its production capabilities. This has allowed Liberty to pro-duce as many as 550 safes a day, making the firm the largest high-capacity safe manufacturer in the world. The increase in capability has also created hundreds of U.S. jobs. Liberty currently employs more than 500 American

workers, most located in its Payson, Utah, facility.

Our goal as a compa-ny is to produce the best-built safes on the planet, says CEO Kim Waddoups. The only way to do that is by investing in the best technology and putting that technology into the hands of a skilled team. Our current production looks nothing like it did five years ago. We have made many changes to increase our capabilities while maintaining the quality for which Liberty is known.

Waddoups also notes that sales of all safes last year exceeded market

expectations. Liberty has been the

market leader, surpassing all other manufactures in production and volume, he says. The service, quality, selection, and value we offer has sepa-rated us from the pack in the safe industry. Liberty also offers a lifetime replacement warranty against fire and attempted theft for every safe. (866-537-0165; libertysafe.com)

Safe at home: Liberty Safes increased production capacity allows manufacture of 550 safes a day.

SHB0314_BRF02.indd 11 1/14/14 6:32 PM

NEWS BR IEFS

TestingTestingTestingTheres a reason Walther has a well-deserved reputation for performance and reliabilitythe manufacturer has earned it. If you have a customer who hangs upmaybe hes concerned about the price because Walther products command a premiumlet him know the price includes a rigorous testing program thats far more onerous than anything hell put the gun through.

Gun producers can only sell to the German police if their guns were tested to police specifications, says Peter Dallhammer, Walther law enforcement product manager. This is a state test, overseen by state employees, done in the Ulm Proof House.

In other words, its true third-party test-ing. The police want to make sure the fire-arm will work in hostile environments.

We hand over five test guns, Dallhammer says. Initial inspections include measuring spring loads and check-ing overall dimensions. Then state inspec-

tors select one gun for a drop test.Once the drop test has been concluded,

one of the guns will be dry-fired. The inspector loads dummy rounds and pulls the trigger for 5,000 cycles. After that, the three remaining guns will be endurancetested with 10,000 rounds each.

The last obstacle to certification is the barrel-obstruction test. It consists of two parts, both of which involve seating a

bullet in the barrel. The first test uses a bullet seated just deep enough to allow feeding a live cartridge into the chamber, says Dallhammer. In the second test, the bullet is driven through the barrel until it reaches the muzzle.

Both tests involve live firing and a thor-ough assessment of any damage.

A good-quality gun will not be affected by the first test, Dallhammer says. But the second test is far more demanding. Bulges and cracks in the barrel are accept-able, but if the barrel ruptures and sends parts flying, the gun fails.

If you pass all this you can legally enter a tender for the German police, Dallhammer says.

All of which is to say that the gun will perform under a wide range of challeng-ing circumstances. Tell your customer its like seeing the Bottled in Bond seal on a bottle of premium bourbon. Its an assur-ance of quality. (479-242-8500; waltherarms.com) Slaton L. White

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Muck Makes Social Media ConnectionWith interactive social media inte-grated into nearly every segment of the lives of younger consum-

ers, the Original Muck Boot Company has been reaching out and communicating with them in droves. Muck has been actively using Facebook for more than three years, communicating about new products and getting customer feedback, all while creating enduring relationships with consumers. Mucks page is an active, minute-to-minute correspondence with an audience thats grown to 30,000 fans. Traffic has also expanded to Twitter and the hugely popular Instagram.

We see traffic that is measurable, active, and keeps us on the cutting edge of what our consumers see as our brand identity. It has been a major resource for us, says Sean OBrien, Muck Boots global director of retail footwear.

Events such as contests for discounts, kids picking their favorite colors, or having fans write captions to emotional outdoor photos are regular occurrences, with prod-

uct giveaways as part of the mix. The key, OBrien says, is to offer something new nearly every day. This kind of effort cant be a part-time effort. As any experienced social media editor will tell you, there must be a full-time gatekeeper, he says.

Hollywood Public Relations, Mucks PR agency, manages much of the day-to-day strategies of the site. Where many com-panies fail in social media is just not pay-

ing attention. You have to be responsive and I mean now, not at the end of the day, says Darlene Hollywood, the PR companys principal.

Last October, Muck created a one-hour live event on Facebook with the compa-nys product designer. Called Hunting for the Perfect Pair of Boots, the live feed needed four people to type answers to questions. During the Q&A, 489 new Likes were received. In addition, there were more than 159 comments and 75 shares. Both promotions doubled the companys website traffic for months.

What Muck has learneda lesson yet to be to understood by manyis that maintaining a viable social media site takes a lot of work. But the results are truly worth all the extra effort.

Sure, it takes time and personnel to interact with the site, OBrien says. But the Aha moment is that its essentially free promotion, advertising, and feedback all in one. (855-377-2668; muckbootcompany.com) Peter B. Mathiesen

The Original Muck Boot Company has embraced social media as a prime way to reach younger customers.

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SHB0314_BRF02.indd 13 1/15/14 11:33 AM

NEWS BR IEFS

Meopta Aims HighWhen retailers begin stocking Meoptas new

MeoStar R2 riflescopes, theyll notice a new wrin-kle; the first scope in this new product linethe 30mm MeoStar 16x24 RDis also the manufac-turers first scope with a 6X zoom ratio. For hunters more accustomed to 3X to 9X zoom scopes, the new configuration may take some getting used to, but according to Reinhard Seipp, general manager and COO of Meopta USA, the 6X offers a lot of advantages.

The advantage of a 6X zoom is the wider field of view when the scope is on its lowest power, he says. And, at its highest power, the detail is extremely sharp. It provides the best of both worlds, and hunt-ers like that versatility.

We have a new, proprie-tary lens coating in the R2 series called MeoLux, Seipp says. This advanced technology enables 99.8 percent light transmission per glass surface, resulting in 95 percent transmission through the entire scope. Put simply, this allows hunters to see better and hunt longer.

Another strong selling point of the scope, Seipp

says, is a pair of red-dot reti-cle options, both of which can be easily seen in bright sunlight. The reticles allow for very fast target acquisi-tion, which is a great bene-fit when hunting dangerous game. But they also help a deer hunter take that buck of a lifetime, which typical-ly gives you just seconds to take the shot.

The new RD8 illumina-tion system features eight levels of reticle intensity. In this manner, the bright-ness level of the red dot can be adjusted to accom-modate ever-changing light and weather condi-tions in the field , he says.

Meopta has really put itself on the map the past couple of years, winning, among other honors, a Best of the Best Award from Field & Stream. Along the way the manufacturer has developed a reputation for offering hunters superi-or European glass at an affordable price. Indeed, the quality is so good, con-sumers may wonder how the company can get that quality at the asking price.

When we introduced the Meopta brand to the United States in 2006, we opted to focus on the prod-uct, not the brand, Seipp says. We have invested in research, advanced design,

and new technologies, such as MeoLux, instead of big marketing campaigns. We aimed for the premium segment and required pre-mium product to get there. The downside of this strat-egy is that one cannot ask a premium price until the brand positioning and rec-ognition is established. I am sure our products will become more expensive as we grow, but we aim to provide good value and performance.

One program that has really helped build consum-er awareness is Meoptas partnership with Cabelas.

Our strong partnership with Cabelaswe manu-facture their Euro rifle-scopes and binocularscoupled with our own increased communications efforts are helping to increase brand awareness, Seipp says.

He does admit, however, that much of this increase in brand awareness has been more of a grassroots effect. Hunters try our optics. They are pleased with the performance, and then they go tell their friends.

Word of mouth is truly the way to go. SRP: $1,595. (800-828-8928; meoptasportsoptics.com)

The MeoStar 16x24 RD is Meoptas first scope with a 6X zoom, offering a

wider field of view on lower power.

www.facebook.com/KahrArms

www.kahr.com

SHB0314_BRF02.indd 14 1/14/14 6:33 PM

Back in the Woods and Streams Last fall, work-boot manufac-turer Weinbrenner announced the re-introduction of its storied Wood N Stream line of outdoor footwear. Originally established in 1957, the Wood N Stream line encompasses both domes-tic and imported models. These hunting boots will

feature proven technology leveraging Weinbrenners extensive industry experience and manufacturing capability for high-value, high-perfor-mance products, company president Patrick Miner says. We believe sportsmen will appreciate the superior com-fort, durable construction, and quality materials that go into each pair of Wood N Stream boots. Features of the re-introduced

line include the Visible Gel System (VGS) and the GEN-flex3 series. According to Miner, the VGS lessens repetitive impact stress in the heel with three layers of shock absorption, which reduces stress on the knees and back. SRPs range from $100 to $300. (800-826-0002; weinbrennerusa.com)

The re-introduced Wood N Stream line reduces repetitive impact stress.

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SHB0314_BRF02.indd 15 1/14/14 6:33 PM

NEWS BR IEFS

On the Move Recent promotions and hirings in the industry

Adam BurtAdam Burt has been appointed president of Blue Book Publications, in addition to his on going role as head of business devel-opment. Burt will lead a shift toward strategic digital con-tent delivery and online subscriptions.

Ben SmithGSM Outdoors has promoted Ben Smith to marketing manager. He will be responsible for media budgets and product distribution to key influencers. In addition, Smith will continue his sales responsibilities with current accounts.

Christopher E. KubasikThe Safariland Group has appoint-ed Christopher E. Kubasik to its board of directors, effec-tive immediately. In addition to serving on the board, Kubasik will also chair the companys audit committee.

Neil SandersTraditions Performance Firearms has hired Neil Sanders as vice president of sales. Sanders will man-age the companys network of national sales reps as well as nurturing relation-ships with distribu-tors and retailers.

Tom KaletaBenelli USA has named Tom Kaleta as its new VP of marketing. Kaleta, who has more than 20 years of market-ing experience, will be responsible for Benelli USAs stra-tegic marketing direction for its family of brands.

Wyoming welcomes the outdoor products manufacturing industry.

SHB0314_BRF02.indd 16 1/14/14 6:33 PM


Remington Defenses new Concealable Sniper Rifle (CSR), a 7.62 NATO/.308 Win. bolt-action, will initially be avail-able for LE and military use, but may soon join the civilian ranks.

Remington Defense Debuts New Concealable Sniper Rifle

My first shot with Remington Defenses new Concealable

Sniper Rifle (CSR) was a miss, although I didnt feel too terri-ble about sliding the .308 Win. bullet just over the top of the circular, 12-inch steel targetat 400 yards! I worked the bolt, chambered another round, and made a hit, then two more before taking on a bulls-eye painted on a steel door 600 yards in the distance. According to my spotter, my next three shots were misses. I was a little frustrated by the third Miss! my spotter called out, so I racked back the bolt to clear the CSR, twisted around, and asked him, Just how bad am I missing?

Like an inch left and an inch or two high on every shot, he said, grinning. Miss!

That, I decided, was a set of misses I could live with. It was also quite a testament to

Remington Defenses new-for-2014 CSR, a 7.62 NATO/.308 Win. bolt-action that will be available to law enforcement and military cus-tomers this year. It very well could hit the consumer market soon afterward, too.

Built on a RACS Lightweight Chassis, with a 16-inch carbon barrel made by Proof Research, the CSR comes in at a surprising 9 pounds. Remington Defense took the bolt action it uses on its MSR sniper rifle and short-ened it to create the Remington CSR Titanium Action with a 60-degree throw. The CSR has a right-folding, lightweight, and fully adjust-able buttstock and a modular handguard with removable accessory rails. The rifle I used had a black Cerakote Gen II IR-reducing finish. The rifle employs a detachable maga-zine, and uses a two-position safety. It will also come in a

20-inch fluted barrel version, and alternative calibers are in the works.

Pull down on a throw lever under the barrel, and the CSR easily breaks down into five separate components that will easily fit into a suitcase or other less noticeable package.

Right now, the CSR is being built strictly for a gov-ernment contract, says Adam Ballard, product manager for DPMS Firearms. There isnt a consumer version, yet. But we are expecting it will have a lot of potential in the consumer market as the government contract plays out.

I fired the CSR at Gunsite in Paulden, Arizona, one of the nations top shooting facilities, last month as part of a Freedom Group new tactical products seminar. This CSR was equipped with a Leupold Mark 6 318x44mm scope, and I was using Remington Premier Match ammunition,

with 168-grain MatchKing BTHP bullets.

As a civilian recreational shooter, I cant wait for this rifle to hit the consumer mar-ket. It was extremely accurate, and had a smooth-as-silk two-stage trigger. The bolt worked easily and locked positively. With an Advanced Armaments Corporation 762-SD suppres-sor on the end of the barrel, the rifle had very minimal recoil.

Admittedly, my experiences with the CSR were limited. But to be dinging steel at 400 yards with shot number two, and then coming within a few inches of the bulls-eye at 600 yards? That tells me the CSR will have a lot of applications for rec shooters like me who like pegging steel at distance, and it should have some impressive long-range hunting applications, too. (800-548-8572; remingtondefense .com) Brian McCombie

SHB0314_BRF02.indd 17 1/15/14 11:34 AM


FROM THE NSSF BY STEVE SANETT I , NSSF PRES IDENT/CEOUPDATE

Promoting Project ChildSafeMembers of NSSF and the entire industry can help get the message out

F rom my earliest days as a firearms instructor at Virginia Military Institute in 1968, I have valued firearms safety as one of my highest callings. Having taught many hundreds of persons the basic firearms safety rules and being involved with numerous firearms industry safety programs during the last 45 years, I am extremely proud to be counted among the many volunteers who have success-fully devoted their time and energy to help prevent firearms accidents.

Their efforts have resulted in fatal fire-arms accidents dropping by more than 20 percent in the last 10 years, now constitut-ing less than 1 percent of all fatal acci-dents nationwide (see accompanying pie chart). Fatal firearms accidents are at a century-long low, accomplished in the face of a surge in both the number of fire-arms (300 million) and record numbers of firearms owners (about half the house-holds in America).

One of the truly gratifying accomplish-ments of the firearms industry has been its devotion to the safety of its products. More than 60 million locking devices have been furnished as original equipment by firearms manufacturers with new firearms sold during the last 20 years, and Project

ChildSafe, NSSFs home firearms safety program, has distributed an additional 36 million gun locks with its firearms safety kits. Furthermore, retailers carry a wide variety of locking devicesfrom safes to lockable boxes and other types of appro-priate security devices.

These devices help prevent accidents, and they are available nowconsumers dont have to wait for unproven technology that relies upon batteries to keep their firearms secure from children, unauthorized adults, the mentally unstable, and thieves. Project ChildSafe urges responsible firearms own-ers to consider their individual circumstanc-es and secure their guns when not in use.

Our member companies have helped support Project ChildSafe in many different

ways, ranging from helping our promo-tional efforts and supplying volunteers to help with the more than 15,000 Project ChildSafe launches held across the country since 1998, to placing Project ChildSafe links on their websites , to direct monetary contributions, and even indirect contribu-tions via their NSSF dues and fees collected from their participation at our annual industry gathering, the SHOT Show.

We could not do this or any of our other firearms safety publications, online videos, posters, and DVDs without the unstinting support of our NSSF members. For this, you have our sincerest thanks. We can never count the exact number of firearms acci-dents, thefts, and unauthorized accesses that have been prevented by Project ChildSafe and other industry safety programs, but I can assure you that all of us, working together, have helped protect the public.

Help us spread the word that a respon-sible industry and its responsible custom-ers are voluntarily doing a lot to improve firearms safety and decrease accidents. Media coverage of needless tragedies only fuels anti-gun sentiment and falsely cre-ates the impression of a worsening situa-tion. But the truth is that we are experi-encing a boom in gun safety. Lets keep working together to reduce firearms acci-dents and misuse even further!

FROM THE NSSF

Steve SanettiPresident and Chief Executive

Officer, NSSF

Pie chart data courtesy of the National Safety Councils Injury Facts 2013 Edition

aIncludes deaths from conflagration, regardless of nature of injury.bInhalation and ingestion of food or other object that obstructs breathing

Poisoning 50%

Falls 29%

Fire, fames or smokea 4%

Chokingb 4%

Mechanical Sufocation* 2%

Other

8%

or Cold 1% Firearms 1%Natural Heat

Drowning 1%

Fatal rearms accidents have dropped by more than 20 percent in the last 10 years,

now constituting less than 1

percent of all fatal accidents nationwide.

SHB0314_FRM.indd 18 1/14/14 4:26 PM


UPDATEBY PATRICK SHAY, D IRECTOR, RETA IL DEVELOPMENT

FFL Compliance Consultant TeamExperts with ATF experience will visit your store

T his month we are featuring a tool NSSF offers that will provide the benefit of peace of mind: our FFL Compliance Consultant visit. NSSF provides its members the opportunity to undergo a one-day training inspection. This train-ing is conducted by our team of former ATF managers and executives who have each amassed more than 25 years of experience working in the ATF. Furthermore, our consultants have each conducted, overseen, and reviewed literally thousands of inspections of firearms retail locations. Additionally, they are vetted prior to joining our team and have demonstrated strong support of our industry and our Second Amendment rights. In short, these are good, well-qualified people who believe in what we are doing and are here to help.

The training inspec-tion is designed to mir-ror the inspection that the ATF would con-duct. Our consultants will review your 4473 forms, your inventory, and your A&D books. Understand, however, that our consultants are on site for just a day, so this is not a 100 percent review of all your forms, books, and inventory. Their visit, nonetheless, allows them to identify sys-temic errors and com-mon themes.

If you have a specific area of concern, or would like our team to focus on providing training for your staff, they will certainly tailor the training day to meet your needs.

Once the daylong training is completed, the consultant will pro-vide a findings report, similar to what the ATF would provide after an inspection. This report details the issues that

the consultants have identified, the relevant regulation(s) from the Federal Firearms Regulation Guide (the White Book), and, most important, how to properly correct the errors identified in the report. This report is provided solely to the person who commis-sioned the site visit; no one else sees it.

NSSFs goal here is to help support the ATFs mission of voluntary compliance. We want to help identify and cor-rect any issues that might impact your license, your reputation, and your livelihood

before an ATF inspec-tion occurs.

NSSF so strongly believes in the value of this program that we heavily subsidize these training audits for our members. We know the razor-thin margins that the firearms retailers operate under. Because of that, we pay the majority of our consul-tants travel expenses (airfare, lodging, rental-car fees, meals, etc.) and any incidental charges they might incur. The total cost to our mem-bers is only $499. There are no hidden fees or additional charges, and NSSF does not profit.

This program was set up to help the firearms retailer and to promote, protect, and preserve the shooting sports.

I receive frequent feedback from our members, like this note from Jackie Gengler at Alaska Illusive Arms, near North Pole, Alaska:

We just completed our first ATF inspection last week. We passed and were not told of anything for which we would be written up. In short, the site-visit pro-gram works. We will happily be renewing our membership to help other FFLs get started right as well, as

we appreciate your speaking up for all law-abiding gun owners during these turbulent political times.

Ben Minkel of Cedar Falls Tactical, in Farmington, Missouri, wrote:

Thanks again for all of your help. [Nick Scouffas was] very thor-ough and really helped us understand the rea-sons why many of the regulations are needed. We have received your suggestions and have already started putting them in place and mak-ing the necessary changes. The service you provide is fantastic, and I would recom-mend it to anyone.

Whats the price of such peace of mind? For an NSSF member, its $499.

For more informa-tion on this program or to schedule an audit, please contact me at [email protected], 203-426-1320 ext. 216.

RETAILER TOOLBOX

We want to help identify and correct any issues that might

impact your license, your reputation, and your livelihood before an

ATF inspection occurs.

SHB0314_RET.indd 19 1/14/14 2:46 PM


UPDATE

Coalition Demands Action to End Sporting Purposes Impasse A coalition of organizations led by NSSF, representing millions of sportsmen and women, requested that U.S. Attorney General Eric Holder of the Justice Department, through ATF, finalize and start implementing the necessary sporting purposes exemption to the definition of armor-piercing ammu-nition established by the Gun Control Act of 1968.

Since California gov-ernor Jerry Brown signed into law last fall the first state ban on traditional lead ammu-nition for hunting, the ability of manufactur-ers to bring alternative ammunition products to market is increasing-ly crucial to the contin-ued vitality of hunting

and recreational shoot-ing. The widespread production and avail-ability of this ammuni-

tion relies on assured markets, provided by reasonable regulation and enforcement at the

federal level. ATFs refusal, as of yet, to apply the sporting-pur-poses test is leading to

a lack of certainty nec-essary for many com-panies to invest in the research and develop-ment needed to gener-ate technological advancements in high-performance and cost-effective ammunition.

If this continues, it will cost the economy the loss of hunters and recreational shooters, contends Lawrence G. Keane, NSSF senior vice president and gen-eral counsel, in an NSSF blog post. For example, in 2012, the firearms and ammuni-tion industries were responsible for $33.36 billion in total eco-nomic activity, he wrote. In addition, hunting alone supports nearly 700,000 jobs. You can read the full letter on the NSSF blog at nssf.org.

NSSF FILES LAWSUITS AGAINST GUN-CONTROL ORDINANCESThe National Shooting Sports Foundation (NSSF) has filed law-suits against the cities of Sunnyvale and Pleasant Hill, Calif., and their city councils to prevent the enforce-ment of recently enacted ordinanc-es that are detrimental to local law-abiding firearms retailers.In the complaint against

Sunnyvale, NSSF and U.S. Firearms Company LLC, a local retailer, chal-lenge portions of the citys new gun-control ordinance that violates and is preempted by state and federal law. The law imposes an onerous regula-tory burden on firearms retailers, requiring them to keep ammunition sales logs and personal information

on their customers, and expands and duplicates an existing reporting requirement for lost or stolen guns.In the NSSF and City Arms East

LLC lawsuit against Pleasant Hill, NSSF and the local retailer are chal-lenging the citys ordinance on the

grounds that it violates and is pre-empted by state zoning, firearms, and labor laws. In addition, the ordi-nance authorizes unconstitutional warrantless searches and requires liability insurance for uninsurable willful or criminal conduct, as well as violates federal law governing the firearms industry. There is no reason for this

[Pleasant Hill] ordinance other than, perhaps, a political display that targets a legitimate business, said Lawrence G. Keane, NSSF senior vice president and general counsel.The lawsuits seek to enjoin

enforcement of the two ordinances.

A sporting purposes exemption to the definition of armor-piercing ammo would foster innovation.

SHB0314_NSF.indd 20 1/14/14 3:06 PM

2014 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business, SHOT Show and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundations prior express written permis-sion. All other company and product names are trademarks or registered trademarks of their respective owners.


Member Exhibitors Benefit in Announced SHOT Show Pricing Structure for 2015

N SSFs ongoing mission to pro-mote, protect, and preserve hunt-ing and the shooting sports requires the financial support and influence that each member contributes to the strength of the Foundation. Although the SHOT Show benefits the entire industry that NSSF represents, only 25 percent of SHOT Show exhibitors are currently NSSF mem-bers. To gain more support from all SHOT Show exhibitors and to increase the bene-

fits of belonging to NSSF, a new three-tiered SHOT Show exhibit-space pricing

structure is being implemented for the 2015 SHOT Show, through which NSSF members will see due recognition of their mem-bership. An E-blast, which went to all

SHOT Show exhibitors in mid-December, explains the new

pricing structure for 2015. You can read that E-blast at nssf.org/share/2014SHOT/121213.HTM.

A&D Books Available to NSSF MembersA Firearms Acquisition and Disposition Book is a key element in any FFLs com-pliance plan. For firearms retailers, this book provides a permanent record of all purchases and sales of fire-arms as required under the Gun Control Act of 1968. NSSF offers this three-hole-punched, 46-page book with 920 entry lines for free

to NSSF retailer members. Members may order a max-imum of 10 through the Members Only section of nssf.org. Need assistance with your Member I.D. and password, necessary to access the sections shopping cart? Contact Samantha Hughes, NSSF member services coordina-tor, at [email protected].

TOP 10 COMPLIANCE PROGRAM ISSUESThe National Shooting Sports Foundations team of FFL Compliance Consultants, all for-mer ATF officials with years of experience in conducting and supervising FFL inspections, now conduct in-store training inspec-tions for NSSF members. At a meeting late last year, the team identified the issues they most often came across while con-ducting these training sessions.In reverse order, they are:

10 Failure to have a trained back-up record keeper.9 Failure to record, in the case of imported firearms, the name of the foreign manufac-turer and the U.S. importer in the bound book and on the Form 4473.

8 Failure to complete multiple-handgun-sale form.7 Failure to report multiple-handgun sales to the chief law enforcement officer in their area.

6 Failure to enter sale of fire-arms in the bound book.5 Failure to enter firearms left for repair into the bound book in a timely manner.

4 Failure to have a set routine for entering firearms into their bound book.

3 Failure to have a separate file for Forms 4473 for which NICS/POC checks were done but no firearm was transferred.

2 Failure to sign Forms 4473 on transactions denied by NICS.1The most common error, and the one that is most easily fixed, is the failure of the cus-tomer to enter his or her middle name completely in Box 1 of Form 4473.You can read more about

these issues and see the con-sultants recommendations at the NSSF Blog Oct. 15, 2013, at tinyurl.com/ffl-compliance.

TWO RANGES RECEIVE FIVE STAR RATINGTwo NSSF member rangesNashville Armory in Nashville, Tenn., and Florida Firearms Academy in Tampahave received Five Star status from NSSF. This elite rating recognizes excellence in all aspects of man-

agement and opera-tions, including appearance, manage-

ment, amenities, cus-tomer development and service, and com-

munity relations. After an evaluation

of their submitted self-appraisals, the ranges were visited by NSSF shooting pro-motions manager Zach Snow, which led to each being awarded the Five Star rating.

SHB0314_NSF.indd 21 1/14/14 3:06 PM

When natural disasters, in the form of Hurricane Sandy in the eastern U.S. and tornadoes in Oklahoma and northern Texas, left incredible destruction in their wake in late 2012 and early 2013, respectively, NSSF stepped up. The organization made grants available as dedicated aid for business loss or damage to qualifying member companies located in federally declared disaster areas, with emphasis on providing relief to store-front federally licensed firearms retailers and shooting ranges.

NSSF Delivers Value ONE MEMBER SEXPERIENCE

Member: Dennis W. Benston Owner/Operator

Business: The Ammo ShackEngelhard, North Carolina

Description of Business: The Ammo Shack offers the retail sale of firearms and hunting accessories, as well as minor gunsmithing. I started the business in 1993 as an ammunition and hunting-supply dealer, with an initial inventory of $4,000. In less than two months, I was reordering more ammo and hunting equipment, and in 1997, I received my FFL and began selling firearms. The simple gunsmithing (including cleaning, scope mounting, and minor repairs), along with the sale of firearms, ammo, and accessories, gave me more business than I could handle, so in 2005 I retired as a district forest ranger and began to run the Ammo Shack full-time. The Ammo Shack offers more ammunition than any nearby alternative, and were told by visitors that we have more than their local big-box stores.

NSSF Disaster Relief to Members: The NSSF offered grant money to member retailers who had damages from Hurricane Sandy. I received such a grant, and the money was spent replacing the Ammo Shacks damaged, leaking shingle roof. It now sports a 28-gauge steel roof, which promises to be much more resistant to damage if we have the misfortune of encountering another hurricane.

Value of NSSF membership: This organization has brought together manufacturers and firearms retailers to form a bond to protect our Second Amendment rights and allow our grandchildren to own and enjoy owning firearms and hunting afield. NSSF has helped keep me abreast of issues and changes in the business. I attended a Retailer Education Seminar in Greensboro, North Carolina, which helped me prepare for a possible ATF inspection. NSSFs SHOT Show gives retailers insights into every aspect of the firearms industry. And, of course, I will always be appreciative of the assistance and compassion NSSF demonstrated in the aftermath of Hurricane Sandy.

Interested in NSSF Membership?

Promoting the great American tradition

of hunting and shooting is what the

National Shooting Sports Foundation

is all about. For our members, its more

than a sport; its a way of life. Join the

more than 10,000 companies and

individuals who have already discovered

that NSSF Delivers Value! To learn more,

visit nssf.org/join or call 203-426-1320

for Bettyjane Swann, NSSF director of

member services ([email protected])

or Samantha Hughes, NSSF member

services coordinator ([email protected]).

NSSF Provides Disaster Relief

UPDATE


SHB0314_DEL.indd 22 1/14/14 2:52 PM

How to Use NSSFs New WebsiteNSSF.org is the industrys information hub

N SSF recently revamped its entire website at nssf.org, the firearms industrys hub for information and resources. The new site is easy to navigate, and visitors can find a ton of information therewhether it be facts and backgrounders on the latest issues or updates on industry-related news in Washington, D.C., and our state capitals. Here are some things to look for on the new site.

1 RETAIL NEWS AND TRENDS By clicking on the Retailers tab or sim-ply visiting nssf.org/retailers, you will find an entire section dedicated to provid-ing retailers with the latest news and trends affecting their businessesfrom ATF and NICS updates to the latest indus-try sales figures.

2 COMPLIANCE RESOURCES If youre looking for compliance tools, NSSF has a number of very good resources on its websiteinformation on what the top compliance issues are, how to conduct an ATF physical inventory, what to expect during an ATF inspection, and related material.

3 LEGISLATIVE ACTION CENTER This component of NSSFs website gives you a look at current federal and state legislation affecting the industry. Youll find links to contact your legislators, research and track legislation, and see the latest news and updates.

4 RESEARCH NSSF offers a great deal of research on its site. Reports on buying trends and participation and the annual Firearms Retailer Survey Report are particularly helpful. See every-thing NSSF has to offer at nssf.org/research.

5 VIDEOS AND WEBINARS NSSFs site offers a selection of video resources for retailers. These

include videos on merchandising, firearms inventory, and a Dont Lie for the Other Guy series on how to better detect and prevent straw purchases. View them at nssf.org/retailers.

6 BULLET POINTS Want to stay up to date on issues affecting the industry? Look no further than the NSSFs weekly e-newsletter. Published each Monday, Bullet Points is a quick-read roundup of what you need to knowthe latest industry news, research, legislative alerts, and more. View the cur-rent issue and archives, or subscribe to it for free at nssf.org/bulletpoints to receive it in your inbox.

7 RANGE RESOURCES For those retailers who also operate shooting ranges, NSSFs site provides an enor-mous amount of range management information. Find resources, publications, information on NSSFs Five Star Rating, and browse the archive of The Range Report, a newsletter for shooting facilities. Visit the ranges section of the site at nssf.org/ranges.

8 CUSTOMIZED MARKET REPORTS Want to learn more about your stores location? Order an NSSF Customized Market Report (CMR). These reports drill down into the demographics of your area and will aid you in building well-targeted marketing efforts. Get more details and order a CMR at nssf.org/research/CMR.

9 RETAIL PUBLICATIONS Published guides for firearms retail-ers are also available in the retailers section of the site. These include NSSFs Employment Guide for the Firearms Retailer, Financials for the Firearms Retailer, How to Write a Business Plan for the Firearms Retailer, Merchandising Guide for the Firearms Retailer, and the Advertising and Marketing Guide for the Firearms Retailer.

10 PULL THE TRIGGER Do you have an e-newsletter that you send to your customers? NSSF offers a library of helpful tips for gun owners that can be easily copied and pasted right into your stores news-letter. NSSF encourages all of its retailer members to utilize this resource to improve their newsletters and to encour-age gun owners to head afield and to the range. Learn more at nssf.org/pull thetrigger.

11 MEMBERSHIP While youre on the site, be sure to become an NSSF member, renew your mem-bership, or upgrade to a Premium Retailer Membership, which offers the best protection for retailers in the indus-try. The process is quick and easy. Not only will you receive access to the many member benefits of NSSF, but you will also help support the associations mis-sion to promote, protect, and preserve hunting and the shooting sports on behalf of our industry.

Visit NSSFs revamped website today at nssf.org and nssf.org/retailers.

YOU SHOULD KNOW


UPDATEBY B ILL DUNN, MANAGING D IRECTOR, MARKET ING COMMUNICAT IONS

SHB0314_YSK.indd 23 1/14/14 3:03 PM


BY SCOTT BESTULFY I

Web MastersGun owners are learning to love e-shopping, and this Missouri shop is all over the trend

John Dawson admits that his shop, Osage County Guns, is in the middle of Nowhere, Missouri. And when asked how many of his customers are from his home state, let alone the immediate area, he doesnt hesitate before answering, Not many. Yet Dawsons shop is a thriving business that stocks more than 3,000 firearms and keeps 13 full-time employees hopping.

How do they do it? They sell guns the same way Amazon sells books.

I started in my uncles brick-and-mortar gun shop, and was his Number Two employee for several years, Dawson says. But I have a background in Web design and marketing, and I realized we needed to grow that aspect of the business. I felt there was a lot we could accomplish there.

Dawson has accomplished enough that its safe to say Osage County Guns is the gun trades answer to eBay. Here are seven solid lessons hes learned.

1 LEARN THE LANGUAGE Weve saved a ton of money because my brother and I are both tech-savvy, Dawson says. If you contract out the work of setting up and maintaining a website, youre talking 150 to 200 hours some months, and those guys charge $100 an hour. If you dont speak computer, hire a young guy who does. Theres no better way than to keep it in-house.

2 GO FULL-LINE We carry a full line of several brands, which means we have in-stock or on order firearms from SIG Sauer, Kimber, Smith & Wesson, Springfield Armory, and Ruger. When you get a reputation among fans of those com-panies for having a good inventory, they keep coming back.

3 EXPLOIT NICHES Dawson keeps his fingers on the pulse of the market by careful study and attending major events like the SHOT Show. One thing weve had a lot of success with is being a source for the do-it-yourself MSR guys, he says. We carry a lot of strip lower and upper receivers from brands like SIG Sauer, Spike Tactical, and Primary Weapons. We package them up and have 30 to 50 sets on hand virtually all the time. Were starting to

get recognized by the MSR guys for having stuff like that at an affordable price.

4 SHOW YOUR STUFF We photograph our guns in-house, Dawson says. Its time-consuming, but our customers appreciate it and we have the equipment and talent to do so. When we display something on our web-site [Osage County also sells on GunBroker, eBay, and Amazon], you know what youre buying because weve got the firearm right here and we shot the picture ourselves.

5 SHIP IT RIGHT When the only way to get your product to the cus-tomer is shipping, you better under-stand it perfectly. We can ship long guns with whoever has the best price, Dawson says. But virtually all our handguns are shipped USPS. Because of liability and insurance issues, FedEx and UPS will only ship handguns via air, which quadruples the cost. Weve met with them about this issue, but to no avail. So they lose our business.

6 AVOID THE MIDDLE-MAN Drop-shippingwhere the retailer never actually stocks the product, but facilitates the shipping from a distributor to the customer for a small feeis increasingly popular, but Dawson shuns the practice. Were still a gun shop, he says. We sell stuff we have to customers we can talk to about it, and we like to be in control of our inventory. Its just better business.

7 GET LEAN AND MEAN Everything we do centers around efficiency, and were constantly meet-ing to get better about it, Dawson says. We have only 13 employees, but we ship most guns as soon as we see the buyers FFL, which means within 24 hours or less for established customers.

HOT TREND ITEMOsage County Guns is quick to respond to market trends, and one of the latest is a sta-bilizing brace for MSR pistols. The original was designed by a wounded vet who needed it to shoot well. Once it got approval from the ATF, MSR buyers were all over it, says owner John Dawson. Weve sold close to 800 units since October, and demand keeps climbing. Thats one benefit of gaining a rep among e-shoppers and MSR guys. When they search for an item like this, they know they can get it from you pretty quick.

Designed by a wounded vet, SIG Sauers stabilizing brace for MSRs is a hot item.

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BY CHRIS CHRIST IANF IR ING L INE

Rimfire Option Shooters waiting for a downsized version of the popular

M&P pistol will not be disappointed

I ntroduced in 2005, the high-capacity polymer-framed S&W M&P became an instant success. Since then, the basic action design has evolved into compact double-stack models and slender single-stack guns. The latest version departs from centerfire calibers and emerges as a dedicated .22LR pistol, with all the handling qualities of the original M&P.The M&P .22 (SRP: $419) is

built with a polymer grip, an aluminum-aerospace alloy slide, a metal internal frame, and the black finish of other M&Ps. It features a 4.1-inch barrel and weighs only 24 ounces empty. Dimensionally identical to my M&P 9mm, it fits the same Blade-Tech holster I use for it in action-pistol competition.

The operating controls are also the same: a reversible mag-azine release, an ambidextrous slide release and thumb safeties, a takedown lever, a magazine safety, and a Picatinny rail on the dust cover. The trigger is pure M&P; mine broke at a crisp 4.7 pounds.

The M&P .22 does not fea-ture interchangeable backstraps. The solid grip feels the same as an M&P 9mm with a medium adapter or an M&P .45 with a small one. But the biggest dif-ference is the M&P .22s blow-back action with a fixed barrel. Field stripping for cleaning is different than for the center-fires, but simple nonetheless.

Magazines are available in 10- and 12-round versions, a drop-free design that exits the gun quickly. I have the 12-rounders

and they easily load to capacity.The sights are dovetailed

into the slideboth the front (black) and rear (white dot) are drift-adjustable for windage, and the rear sight is click-adjustable for elevation.

I took the gun out of the box (with no cleaning or lubri-cation) and checked the sights from a 25-yard benchrest. The gun shot left and significantly high. Windage was easily adjusted by sliding the rear sight to the right. But after dropping the elevation screw to its lowest setting, I was still about 4 inches high. Removing

the rear sight-elevation screw and shortening it with a Swiss file gave me enough additional down adjustment to put me dead-on at 25 yards. It took a few minutes, but it is worth remembering if a customer has issues with elevation settings.

Once zeroed, I began putting rounds through the gun with the same action-pistol and Steel Challenge practice drills I use with my centerfire M&Ps. The ammunition on hand were CCI Mini-Mag HP, Federal Gold Medal, Federal Value Pack bulk rounds, and CCI Stinger. These are all high-speed (1,200 fps)

loads that are normally recom-mended for conversion units and full-size rimfire clones of standard service pistols.

After more than 400 rounds, I was still waiting for my first malfunction. I then tried some subsonic loadsCCI Pistol Match and CCI Segmented HP Subsonicwhich also func-tioned perfectly. Thats a level of reliability Ive yet to see from any upper-unit conversion kit and few full-size .22LR pistols.

After about 500 rounds, I cleaned the gun and accuracy-tested at 25 yards. All the high-speed loads produced consis-tent five-shot groups of 2.5 to 3.25 inches. Thats more than adequate for the games Id be using the M&P .22 for.

I then tested the CCI Pistol Match. The first group was 1.5 inches, with three rounds almost touching. The next three groups did the same. This gun likes the CCI Pistol Match!

Finally, I ran the gun through three Steel Challenge matches for another 400 rounds. Im still awaiting that first malfunc-tion. Thats impressive perfor-mance. (800-331-0852; smith-wesson.com)

Closing the Sale

Any shooter who owns a centerfire M&P and wants to add a .22LR pistol to his collection should be an assured sale. It operates the same and is an excellent way to build shooting skills with less-expensive .22LR ammo. Non-M&P owners will find this pistol stands on its own for handling, price point, and exceptional

reliability with a wide variety of .22LR loads. In those states that allow it, dont forget to point out that the 12-round magazine capacity exceeds that of many other guns in the same price range. That could be a selling point for some.

Lay the M&P .22LR and the 9mm side by side, and only the barrel markings or bore will tell you which is which.

SHB0314_FIR.indd 26 1/14/14 11:44 AM

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UNDERCOVER SHOPPER

PIXEL PUSHERS

Talking Turkey

A turkey hunter looks for a home-defense shotgun in Virginia

With so many options available in home-defense shotguns these days, I went on a search in Lynchburg, Virginia, to see if someone would help me find the perfect fit for my lifestyle. I told sales associates that I am a turkey hunter who uses a 12-gauge pump and turkey loadsin other words, I wouldnt be bothered by a home-defense shotgun and any associated recoil. I even told them that I use my tur-key gun as my defense gun. If they asked, I said price didnt matter.

STORE A

A SNEER SAYS IT ALL I started at the top, a big-box store in a shopping cen-ter. It offers everything from a budget Savage to the

upscale VersaMax by Remington. A young fellow immediately asked if he could help me. When I told him about my quest, he got that deer-in-headlights

look. He then questioned an older sales associate, who pointed to the top rack of black shotguns. That guy looked over at me...and sneered. (Talk about custom-

er service!) The young guy then proceeded to do the point-and-tell-the-price meth-od of shotgun selling.

I asked basic questions, such as, How many rounds does it hold? He also informed me that the VersaMax is an expensive gun.

A customer standing next to me said, Maam, you might want to shoulder one of the guns. At that point, the sales associate said, Sure, if you want to see one, Ill get it down for you. I said no thanks and left.

STORE B

ALL BY MYSELF The second store lies at the outskirts of town, looks brand-spanking-new, and also offers a range to customers. I showed up a little early, and a staffer unlocked the door for me. But then we started on the same tired exercise as Store A: Point and tell me the price. Eight models of great shotguns for home defense stood in racks on the floor. One sales rep offered me a 20-gauge because thats what his wife uses. That done, he left me to shoulder the guns by myself. I adjusted the stocks to check fit. The other sales rep, who was on the phone, said to me, You can adjust those stocks. Duh.

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UNDERCOVER SHOPPER

STORE C

THE 12-GAUGE NOSE JOB This place bills itself as a hardware/gun store. The sales associate worked with me to show me a wide selec-tion of shotguns. First, he chose a Benelli M4 Tactical shotgun and then pointed out the semi-auto features. (Now were talking!) He told me it would be the best gun for my purposes, if I could afford it. He followed that with If

that moment ever comes when you have to use one, would you really care about the price?

But after that high point, things went south a bit when his enthusiasm took us into the world of pistol-grip shot-gunsMossberg Cruisersbehind the cash register. I asked him how to shoot one of these guns, and he told me to point it in front of my face and sight down the barrel. Right. I know better than

thatand so did the guy at the cash register, who asked me if Id ever had my nose broken. It made for an awk-ward moment between the two sales associates.

STORE D

FRIENDLY, LOCAL COLOR Next stop was a pawnshop in downtown Lynchburg. It offered lots of guns but only one Mossberg Cruiser, which

obviously had seen a lifetime of use.

This place seemed neat and clean, and I especially liked the family buzzing around, answering the phone, talking to customers, and interacting with each other. They even told me that the best place for lunch happened to be across the street, at a renovat-ed Woolworths. I sat at the counter with the locals and enjoyed a great cheeseburger and sweet potato fries.

Howd They Do?Customer Service

Product Knowledge

Product Availability

Winner: STORE

CHeres a store where you can get the stuff to fix up your place and defend it, too. With knowledgeable salespeople and a wide range of shot-guns, anyone in the market for a personal-defense shot-gun could feel comfortable shopping here. Located in a popular area of Lynchburg, this place also sells ammo.

Ace Hardware & Gun Store2200 Lakeside Drive, Lynchburg, VA 24501434-385-6388

STORE

AThe point-and-talk method of selling guns never works,

and neither does sneering at your customers.

The sales associate knew he was in the gun department, but not where the personal-defense shotguns had been stocked.

Regardless of service, the store had a super lineup of shotguns.

STORE

BI had such high hopes until the sales associate left

me by my lonesome at a rack with shotguns.

Im not sure what the staff knew about the shotguns, except for the prices.

Another great selection of shotguns.

STORE

CExcept for one mis-cue, I experienced attentive, knowl-

edgeable help. The sales clerk showed me the top of the line after asking what my price range was, and he offered all types of suggestions.

I had to take off a star for the shotgun-shooting advice. Other than that, the guy knew about the differ-ent options available.

Of all four stores, this one had the best selection of shotguns.

STORE

DThe staff made sure someone attended to me straight away.

A sales rep (the owners son) even got off the phone and then called over a gun expert.

The gun expert knew what I wanted. Better yet, he also knew how to operate the Cruiser properly.

This shop had only one shotgun.

SCORING SYSTEM: Outstanding: Very Good: Average: Fair: Poor:

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This year sees well-designed products at both ends of the price spectrum BY ROBERT SADOWSKI

The big challenge for a retailer these days is matching the right optic to the right firearm at the right price. Fortunately, manufac

shot business -- february / march 2014

Documents

right price

new nssf website

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right firearm

right optic

ammo impasse nssf

new building

guncontrol lawsuits