SHOT Daily | 2011 SHOT Show - Day 3 by SHOT Business

SHOOTING HUNTING OUTDOOR TRADE SHOW 1979–2011

NSSF

NEW PRODUCT REPORTS SHOT Daily hits the floor to find the latest products from the show P. 60. Also, see what’s new in knives P. 16 and accessories P. 20

NEWS *ROUNDTABLE LOOKS

AT WOLVES

In connection with its Heroes of Conservation program, Field & Stream hosted a discussion on wolf management. SEE PAGE 4

*NSSF LEADS CHARGE FOR SUNDAY HUNTING The NSSF announces a new initiative to repeal outdated “Blue Laws” in 11 states. SEE PAGE 10

*THE YEAR-ROUND GAME PLAN Weatherby plans to tackle the calendar. SEE PAGE 50

*PRACTICE ANYTIME,

ANYWHERE

LaserLyte’s Laser Trainer Targets allow shooters to practice from their easy chair. SEE PAGE 56

DAY 3, JANUARY 2 0, 2 011

The Daily News of the 2011 Las Vegas SHOT Show Brought to You by The Bonnier Corporation and the NSSF

Looking to the Future

t the NSSF State of the Industry dinner on Tuesday night, NSSF president Steve Sanetti, in noting the organization’s 50th anniversary, praised those who helped create the National Shooting Sports Foundation. “Our mission is the same as it was 50 years ago, when men of vision stepped up and said the shooting sports were worth keeping.” The NSSF has now grown to include some 6,000 members, all of whom work to protect, preserve and promote the shooting sports. “We can’t look to the future if we never look back to our past and understand how we got to be the success we are today,” he said before the airing of a video highlighting the organization’s first 50 years. Sanetti then reviewed the organization’s many successes of 2010 before outlining the work that lies ahead. In particular, he said, “Hunters are the original conser-

At the State of the Industry dinner, NSSF president Steve Sanetti noted, “We can’t look to the future if we never look back to our past.”

vationists, and we pay for our activities, and help preserve game and nongame species habitat with a 10 to 11 percent excise tax on firearms and ammunition purchases. But we’ve found that very few people know this.

It’s the greatest story never told.” However, Sanetti said, the NSSF is going to correct this misperception head-on with new programs designed to tell the general public about hunters’ conservation efforts.

Bill McRae Honored Hunter’s with Bushnell Award Specialties

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The 1911 R1 is an A1 variant of the original 1911, but with modern upgrades. SEE PAGE 40

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Bushnell yesterday bestowed its inaugural Bill McRae Lifetime Achievement Award to the namesake of the honor, longtime optics expert, outdoors photographer and writer Bill McRae. The award will be given annually to an outdoors communicator who best represents the qualities of McRae, said Bushnell’s marketing manager Mark Schaefer, who presented the award. Schaefer cited McRae’s longtime contributions to the sporting optics industry, including his legacy of educating readers about optics as well as his long career as a photographer and writer. McRae, a Montana resident, served as the optics editor of Outdoor Life and has written about optics for a number of publications. Future recipients will receive a sculpture, and Bushnell will be making an annual contribution in McRae’s name to a special scholarship fund in optical studies at the University of California–Davis.

Is Honored

Mark Schaefer presents Bushnell’s inaugural outdoor communicator award to Bill McRae.

As he received the award, McRae recalled looking through his first binocular, nearly 70 years ago. Seeing magnified images for the first time, he said, was like magic. “After all these years, I now understand how optics work, but it’s still magic to me.”

Hunter’s Specialties has been chosen as the recipient of the 2011 Cabela Lifetime Business Achievement Award. The award was received by Dave Forbes, president of Hunter’s Specialties, and was presented by Tommy Millner, president of Cabela’s, and Bud Pidgeon, president of U.S. Sportsmen’s Alliance (USSA). USSA created the award in 2006 to honor the Cabela family’s dedication to protecting hunting, fishing and trapping. It is presented to companies that demonstrate the same passion and commitment to protecting America’s outdoors heritage. “This is our way of honoring the Cabela family and other leaders for their efforts to defend our rights,” said Pidgeon.

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11/29/10 1:42 PM

NEWS

HOC Roundtable Looks at Wolves

In connection with its Heroes of Conservation program, Field & Stream hosted a roundtable discussion on wolf management yesterday at the SHOT Show. Anthony Licata, editor of Field & Stream, moderated the talk. “Wolf management is the hottest topic for sportsmen in the West right now, and hunters are at the heart of the issue,” Licata said. “It’s a debate that we’ve continued to chronicle at Field & Stream, and we convened this expert panel to discuss the future of wolf hunting, what’s at stake and how hunters can get involved.” Sitting on the panel were David Allen, president and CEO of the Rocky Mountain Elk Foundation; Michael Bean, counselor to the Secretary, U.S. Department of the Interior; and Cal Groen, director of Idaho Fish & Game. The Q&A discussion included topics ranging from legislative policy to what’s at stake concerning other big-game animals such as elk, as well as how hunters factor into the equation. Over the past five years, Field & Stream has profiled more than 150 outdoorsmen who are doing grassroots conservation work. To nominate someone you know, go to fieldandstream.com/heroes.

Doug Painter (pictured) is retiring after a long and distinguished career at the NSSF. He was honored by NSSF president Steve Sanetti on Tuesday.

NSSF Honors Painter Tuesday night, at the NSSF State of the Industry dinner, NSSF president Steve Sanetti honored former NSSF president Doug Painter, who is retiring after a 37-year career with the organization. “I’ve had the privilege of knowing Doug for 31 of those tumultuous years,” Sanetti said. “He has seen this industry and this organization through an awful lot of highs and lows. He has, despite intense pressures, remained that word that everyone uses to describe him—a gentleman.” Sanetti praised Painter for his writing ability, but also for his “almost limitless imagination when it comes to inventing new programs to advance the cause, and he has had unlimited energy in advocating for the sport shooters of America.” Given Painter’s writing ability, Sanetti said, he was a natural choice to chronicle the first 50 years of the NSSF’s history. “I can think of no other person who could have possibly done such a superb job,” he said. “It’s been a great privilege to play a role in helping to sustain and strengthen America’s sporting traditions over the past four decades,” Painter said. “Much has changed over the years, but the importance of investing in the future of our outdoor heritage has not. I look forward to

continuing to remain active in such efforts.” During a wide-ranging career, Painter served the NSSF as a media relations specialist, vice president of marketing administration and executive director prior to being named president and CEO in 2002. He has also served as president of the Hunting and Shooting Sports Heritage and the Sporting Arms and Ammunition Manufacturers’ Institute. Before arriving at the NSSF, in 1973, Painter was assistant headmaster at the Maret School in Washington, D.C. In a sense, he has been an educator at heart throughout his career at the NSSF as well, helping to promote hunter-safety education and authoring many of the Foundation’s publications and public-service programs in the areas of wildlife conservation and hunter ethics. Later in his career, he was the impetus behind one of the NSSF’s most succesful education programs, Project Childsafe, the nationwide firearmssafety education effort, which has distributed some 35 million gun lock safety kits and was adopted by President George W. Bush as his administration’s key firearams-safety initiative. After the viewing of a video tribute to Painter, Sanetti and NSSF chairman Bob Scott presented Painter with a Browning Maxus shotgun.

Freedom Throws Warm Hearts and Heroes

Longtime Woolrich employee and Vietnam veteran Ron Yeaton presented servicemen with Freedom Throw blankets last summer at Walter Reed.

hrough a company initiative honoring America’s wounded veterans, Woolrich has created a wool blanket that does more than just ward off a chill. Since last July, the company’s Elite Series Tactical division has donated wool Freedom Throw blankets to veterans in conjunction with a Pentagon ceremony known as the Wounded Warrior March. The Freedom Throw donation honors America’s heroes who have been injured on the front lines in Iraq and Afghanistan. Roughly every six weeks, wounded veterans recovering at Walter Reed Army Medical Center and Bethesda Naval Hospital take part in a private parade through the halls of the Pentagon. Military personnel and Department of Defense employees line the corridors in a simple ceremony honoring those whose sacrifices often go unheralded. At the conclusion of the Wounded Warrior March, a

4 ■ SHOT BUSINESS DAILY ■ DAY 3, JANUARY 20, 2011

Woolrich representative personally presents the servicemen and -women with Freedom Throw wool blankets. “We are proud and honored to support the Wounded Warrior project by personally handing out the blankets to all those who participate in the Pentagon Marches,” says Jerry Rinder, Woolrich’s vice president of sales and marketing. The Pentagon March project isn’t the only support Woolrich, which has supplied wool blankets to the military since the Civil War, has offered the Wounded Warrior Project. The company first introduced the Old Glory–themed wool blankets in 2008, and has generously donated a portion of the sales proceeds to WWP. “This is the least we can do for our servicemen and -women to give them a sense of comfort and home,” Rinder says.—David Draper

Your Future Is Our Business It’s Also Our Mission and Passion

National Shooting Sports Foundation® Join the National Shooting Sports Foundation. Help us attract, excite and inform new hunters and shooters – and turn them into your customers. All of us are a part of the lucky few who make a living pursuing our passion. We are the National Shooting Sports Foundation, the trade association of the firearms, ammunition and shooting industry. By becoming a NSSF member, you enable us to attract, excite and inform new hunters and shooters in every state about the sport we love . . . new enthusiasts mean more business for everyone. Whether it is in the field, on the range, in Washington, D.C. or 50 state capitals, we stand proudly as your voice. Help us make your voice louder and stronger where it counts.

For 50 years, our mission has always been to promote, protect and preserve our hunting and shooting sports. Now more than ever, it’s time to shoot for more and become a NSSF member. To join, contact Bettyjane Swann at (203) 426-1320 or bswann@nssf.org.

The future of your business depends on it. © iStockphoto.com/Sami Photography

Come visit us at Booth L221

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12/2/10 11:16 AM

NEWS

NSSF

With BuckWear’s New Hats, T-Shirts & Casual Wear!

Slaton L. White, Editor Margaret M. Nussey, Managing Editor David E. Petzal, Shooting Editor John Burgman, Assistant Editor Maribel Martin, Senior Administrative Assistant James A. Walsh, Art Director Shayna Marchese, Associate Art Director Andrea C. Uva, Assistant Art Director Justin Appenzeller, Photo Editor Paul L. Catalano, Production Manager

CONTRIBUTING EDITORS

Larry Ahlman, Michael Bane, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, Jock Elliott, Doug Howlett, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Marilyn Stone

Eric Zinczenko, Vice President, Group Publisher ADVERTISING: 212-779-5509

John Graney, Associate Publisher Gregory D. Gatto, National Endemic and Online Director Paula Iwanski — Northeast Brian Peterson — West Stephen Mitchell — Southeast Classified: (800-445-2714) Francis McCaffrey Elizabeth A. Burnham, Associate Publisher, Marketing & Online Services Ingrid Reslmaier, Marketing Design Director

BUSINESS OPERATIONS

Tara Bisciello, Business Manager

CONSUMER MARKETING

Robert M. Cohn, Consumer Marketing Director Ray Ward, Senior Planning Manager

MANUFACTURING

Stefanie LaBella, Associate Production Director Laurel Kurnides, Group Production Director Barbara Taffuri, Production Director

THE BONNIER CORPORATION Jonas Bonnier, Chairman Terry Snow, Chief Executive Officer Dan Altman, Chief Operating Officer Randall Koubek, Chief Financial Officer Mark Wildman, SVP, Corporate Sales & Marketing Bruce Miller, Vice President, Consumer Marketing Lisa Earlywine, Vice President, Production Bill Allman, Vice President, E-Media John Haskin, Vice President, Digital Sales & Marketing Shawn Larson, Vice President, Enterprise Systems Cathy Hertz, Vice President, Human Resources Dean Turcol, Vice President, Corporate Communications Michael Starobin, Vice President, Corporate Communications John Miller, Brand Director Stanley Weil, Director, Licensing & Merchandising Martin S. Walker, Publishing Consultant Jeremy Thompson, Corporate Counsel

SHOT BUSINESS (ISSN 1081-8618) is published January, February/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 19, issue 1. Copyright © 2010 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, 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 064702359. SHOT BUSINESS accepts no responsibility 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. REPRINTS: Wrights Reprints, 877-652-5295. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 1884, Lowell, MA 01853-9982. Printed in the USA.

For editorial inquiries, visit Venetian Level 3, San Polo 3504, in the Sands Expo & Convention Center.

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12/17/10 1:40 PM

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11/24/10 12:10 PM

news

A Unique Way to Market Products by TV

Must Have Outdoors co-hosts Katie Hill and Andrew Howard (above left) on a pheasant hunt in South Dakota, where they used show sponsor Browning’s shotguns. SHE Outdoor Apparel was also a sponsor last year, and saw its C2 Flex Fit camo jacket and pant featured on the television show (above right).

ast year, Howard Communications introduced a new concept that combined television and online marketing to create an easy way for manufacturers to demonstrate the benefits of their products to a large audience of outdoors enthusiasts. The idea was extremely successful, yeilding Must Have Outdoors, now in its second season of production and poised to change the way that many manufacturers and retailers look at marketing.

“The whole idea is to promote, educate and entertain,” says Kevin Howard, president of Howard Communications. “We want to get people excited about the products, then give them a way to buy those products easily. The show is designed to move product—that’s what it all boils down to.” It accomplishes this by producing short segments that are completely product-focused. The show is divided into two or three segments, each focusing on a different product. This format allows the hosts to give viewers in-depth explanations of how the products are used and the benefits that they offer. Clients that participated last year include Browning (Booth #15540), Bushnell (Booth #12519), Hunter’s Specialties (Booth #14205), SHE Outdoor Apparel (Booth #10519), Signature Products Group (Booth #15129) and ALPS Outdoorsz (Booth #4050). “It’s especially beneficial for products that are more complicated or need more explanation,” says Katie Hill, co-host of the show. “But with any product, there are just certain features that consumers won’t be able to understand by looking at a box. This show allows them to see those features and get more excited about buying the product.” Browning in particular felt it received a lot of

value from the show. “We chose to make Must Have Outdoors part of the mix for two important reasons,” says Roger Stitt, director of marketing, web services. “First, it has a unique and interesting format that creates a great learning environment for the viewer. Second, it offers a way for our products to be reviewed by a third party in a candid, easy-going, honest way.” Stitt also notes that the show “offers a unique way to connect viewers to the product through social networking and by providing ways to find our products should a person want to make a purchase. And they really respect our brand by always keeping our website as part of the message.” The concept provides an obvious benefit for consumers and manufacturers, but retailers are also being positively affected by the format because the show doesn’t just demonstrate the products—it directs consumers to a website where they can immediately purchase it. “Even if a retailer isn’t selling online, it can still feel the benefits of this show,” Howard says. “There will always be those people who want to look at something and hold it in their hands before they buy it. Those people are going to see the show, get excited about the product, then they’re going to go down to their local sporting-goods store to buy it.” And the number of people who will be seeing the product demonstrations is set to significantly increase in 2011. In addition to being aired on the Pursuit Channel, Must Have Outdoors will also be part of the Sportsman Channel this year. Between the two, the show is scheduled to air six days a week. “It’s been really exciting so far,” Hill said. “And this year it’s just going to get better.” —Christopher Cogley

8 ■ Shot Business Daily ■ day 3, January 20, 2011

Spyderco to the Rescue

Jason Breeden knows he’s trying to do the impossible—design the perfect all-around knife. But the Rescue CLIPIT, his second collaboration with Spyderco, comes very close indeed. He’s had a long time to consider the design, as he started sketching and designing knives when he was just 11 years old. His interest in knives was sparked when his father, a helicopter crew chief in the 101st Airborne in Vietnam, gave him a blade that he had modified to meet his needs in combat. This interest was further honed because he grew up hunting, fishing and canoeing in the mountains of West Virginia, where outdoorsmen put knives to the test. His professional survival training has also come into play. So, what he was looking for was a versatile, all-round knife that could be used by expert and novice alike. It needed to be durable enough to handle prying and digging chores, and sharp enough to gut a deer. The Rescue CLIPIT does all that—and more. A quick-open one-handed folder, with a 3 3/8-inch blade and a Walker LinerLock, the Rescue CLIPIT features a sheepsfoot hollow-ground blade of VG-10 steel that sharpens easily. The two-piece handle can be disassembled quickly for easy cleaning, and the knife can be carried in a pocket or on a lanyard. “It’s as much tool as knife,” says Breeden. “The false edge works well as a striker on a ferocium rod for fire starting.” SRP: $229. Booth #13113. (800-525-7770; spyderco .com)—Marilyn Stone

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12/20/10 3:21 PM

NEWS

Bonnier Launches Custom Solutions Group

The award-winning editorial, marketing and creative services teams behind the brands of Field & Stream, Outdoor Life and SHOT BUSINESS are now offering a complete marketing solutions division. The Bonnier Outdoor Group “Custom Solutions Group” will be available to all outdoor industry members and will offer services such as custom publishing, creative design for print and online, custom research (including access to Bonnier Outdoor Group consumers for focus groups), social media development, media strategy analysis, database marketing and more. “The idea behind the creation of our Custom Solutions Group was to further help our clients solve the challenge of trying to develop and execute solutions on their own when we have the resources and capabilities to assist them and to do it at the standard they have come to expect from us,” says Eric Zinczenko, Bonnier Outdoor Group vice president. “The media landscape continues to evolve at a rapid pace, and I believe we have shown our industry that our approach is to stay on top of development and execute best-inclass print, online, video, mobile and social networking solutions. Now, clients large or small will have the opportunity to work with our group to take their businesses to the next level.” Clients who worked with the Custom Solutions Group in 2010 included Bass Pro Shops, Dodge Ram, Longhorn, Yamaha ATV, Chevrolet and others. For more information about the Bonnier Custom Solutions Group, contact Elizabeth Burnham at Elizabeth.Burnham@bonniercorp.com.

Eleven states still have laws that restrict or prohibit Sunday hunting. The NSSF has announced a new initiative to repeal these outdated laws.

NSSF Leads Charge For Sunday Hunting

hen it comes to the laws that threaten the future of hunting, most people consider only recent restrictions and regulations. But in several states, among the biggest threats to hunting are laws that have been on the books since Colonial days. The National Shooting Sports Foundation, at a press conference at the SHOT Show yesterday, said it is determined to change that and is leading the effort to repeal the outdated laws that prohibit or restrict hunting on Sundays. “These are ‘Blue Laws’ that were established in the 1700s as a way to enforce religious standards, particularly the observance of Sunday as a day of rest,” said senior vice president and general counsel Lawrence G. Keane. Although similar laws have recently been repealed in states across the country, Sunday hunting remains illegal or restricted in 11 states. And while proponents for the laws argue that one day isn’t a significant amount of time, the reality is that these outdated restrictions can have a serious economic and environmental impact. The hunting, shooting sports and firearms industries make significant contributions to the betterment of our nation’s economy, creating more than 160,000 full-time jobs and generating over $20 billion in economic benefits annually. Despite these many contributions, hunting con-

tinues to be the only activity singled out for restriction on the number of days during which citizens can participate. This keeps many sportsmen from traveling to states that have Sunday hunting restrictions, thereby hurting the state and local economies. “If the 11 states with Sunday hunting restrictions allowed hunting on all Sundays within their current hunting season, it is estimated that more than 27,000 new jobs would be created,” Keane said. “These jobs would pay more than $730 million in wages and contribute approximately $2.2 billion in additional economic activity to the states.” Fewer hunters means that game populations, already at historic levels in many of these states, could rise to unsustainable levels. It also means that the state agencies in charge of managing wildlife will be severely limited in their resources, since the vast majority of the funds necessary to run the agencies is generated through the excise tax on hunters’ sporting equipment. As a way to demonstrate the serious implications that the ban on Sunday hunting can have for the industry, wildlife and local economies throughout these states, the NSSF is forming a coalition with other shooting and hunting organizations that are committed to repealing these outdated laws.—Christopher Cogley

Surf’s Up for Waterfowlers O

riginally operated out of a garage in Southern California, Hobie Cat has been breaking ground in cutting-edge sporting equipment since 1950, with the introduction of one of the first commercially produced surfboards. Over the ensuing 30 years, its products morphed from wood to fiberglass, from surfboards to catamarans, and finally to personal watercraft. Sixty years later, Hobie continues to create innovative products for waterfowlers, based on their fishing kayak line. The move into the waterfowl market came about when anglers that hunted alerted the company to the

Hobie Cat’s Oasis hunting kayak is a good option for bay duck hunters because it features handsfree, self-propelled Mirage Drive.

fact that the Mirage Drive kayaks were perfect for bay duck hunting. In response to these targeted needs, Hobie made small adjustments to the

10 ■ SHOT BUSINESS DAILY ■ DAY 3, JANUARY 20, 2011

design and now manufactures specific models for waterfowling. “Our goal was to adapt our design to make it perfect to conceal,” says

strategic development manager Keeton Eoff. “We already knew that the boat was stable enough to travel with a dog, to stand up in and to carry or pull decoys. Once we got the color options right, it has been amazing how the demand continues to increase.” Most hunters say that the product’s greatest benefit is the ability to maneuver the boat hands-free. At the SHOT Show, the company will release its newest model, the Oasis, which can hold two people or more cargo. SRP: $2,699. Booth #3863. (760-758-9100; hobiecat.com)—Peter B. Mathiesen

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12/13/10 4:42 PM

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f you are a retailer looking for a way to differentiate yourself from the competition, offering gunsmithing services can be an ideal way to increase your customer base and profit margin. But unless you’re already a certified gunsmith, the idea of learning the trade while also running a business might seem a bit daunting. By developing a series of DVDs and online courses, however, the American Gunsmithing Institute has put the prospect of becoming a gunsmith within anyone’s reach. “With the training that we offer, retailers can really get a leg up on the shops that don’t offer these services,” says AGI spokesperson Renee Grose. “And they don’t have to leave their job or close up shop to do it. These are very accessible courses.” In addition to its professional gunsmithing certification course, AGI offers armorer training and specialized lessons on specific elements, covering everything from adjusting trigger pulls

to building an MSR from scratch. For 2011, AGI has also added a Certified Law Enforcement Armorer course, which covers the firearms commonly used by law enforcement and could serve as an ideal way for retailers to service the firearms of their local police and sheriff’s departments. “There is an amazing diversity to the courses we offer, and we’re continually adding to the training library,” Grose says. “And because they’re all on DVD, it’s easy to go back and brush up on some of the techniques you might have forgotten.” AGI also offers courses for retailers not necessarily interested in becoming certified gunsmiths. From videos on assembling and disassembling specific firearms to tips on shooting techniques and even FFL information, AGI courses provide an easy way to train new employees or educate first-time firearms owners. Booth #2127. (707-253-0462; americangunsmith.com)

—Christopher Cogley

McKean Receives Ian McMurchy Award

Andrew McKean (at right in photo), Outdoor Life’s hunting editor, has been honored with the 2010 Ian McMurchy Award. The award is given annually to the outdoors communicator who best follows in the late McMurchy’s footsteps of educating readers and helping them to more fully enjoy their sport. “The Ian McMurchy award is very special to all of us at Nikon, and we take great care in picking the recipient,” said Jon LaCorte, senior product marketing manager for Nikon Sport Optics. “We believe Ian would be proud that Andrew has been selected for this year’s award. Ian McMurchy was a huge force in educating and entertaining shooters and hunters around the world, while teaching them how to enjoy their passion even more. Andrew McKean carries that tradition forward through his print and online work. Nikon is thrilled to present him with this year’s Ian McMurchy award.” “I’m flattered to have my name associated with that of Ian McMurchy,” said McKean. “Ian was a hero to me, and I’m happy that Nikon is keeping his memory alive with this award.”

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12/13/10 4:41 PM

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a PowerBelt aeroLite, which felled this nice buck, is designed to perform to a high standard with 100-grain, rather than 150-grain, loads. The result is reduced recoil.

PowerBelt Goes “Lite”

he bullet now known as the PowerBelt was originally designed by a small group of blackpowder enthusiasts who set out to create the “perfect” muzzleloading projectile. Disappointed with the inconsistent accuracy of the old-style conical bullets, and frustrated with the difficult loading of modern sabots, they created a belted bullet that not only loaded faster and easier, but delivered unsurpassed accuracy and knockdown power as well. The basic design was patented and first sold as the Black Belt Bullet. A few years later, Michael McMichael, one of the original partners and now the president of PowerBelt Bullets, perfected the design, creating what would become the number-one-selling muzzleloading projectile in the world. One of the company’s premium products is the Platinum line, which was specially designed for use with magnum (150-grain) charges. As a result, a Platinum PowerBelt has a thicker and more durable base than the standard offering, thus helping it to withstand the added pressures of the magnum charge. In addition, the design of the bullet helps it retain its integrity at the higher velocities that are generated by magnum charges, all of which make it an excellent choice for long-range hunting or for heavier game. Problem solved, right? Not necessarily. “Although the Platinum PowerBelt performs to a very high level, many shooters have found that they don’t really like the heavy recoil of a magnum charge or need the benefits of magnum charges for their everyday hunt needs,” says McMichael. “The vast majority of muzzleloader deer kills are made within 100 yards, so, with these shooters in mind, we have developed the PowerBelt AeroLite, a premium PowerBelt bullet designed specifically for use with standard 100-grain loads.” AeroLite’s design allows it to provide many of the key benefits of a magnum charge, such as flatter trajectory and devastating knockdown power, without the bone-crushing recoil.

Specifically, the AeroLite is longer than other PowerBelts of similar weight due to the massive hollowpoint cavity, into which PowerBelt inserts an oversize polycarbonate AeroTip point. The hard point serves two functions. First, it optimizes aerodynamics in flight. Second, it delays bullet expansion on impact. By removing heavy lead from the bullet core and replacing it with the lighter AeroTip, PowerBelt designers were able to achieve longer bullet length, for greater stability, along with lighter weight, for faster speed and flatter trajectory. “The bullet is tuned to provide optimal expansion on deer-size game at the velocities produced by a standard 100-grain charge,” says McMichael. “Therefore, the AeroLite is not an all-around bullet for multiple species or for various propellant charges. Instead, it is a specialty bullet designed to provide enhanced accuracy while delivering maximum killing performance on the most hunted big-game animal in North America—deer. And it doesn’t hurt that it will accomplish both aims without the punishing recoil of a magnum charge.” PowerBelt AeroLites are available in both 250- and 300-grain weights. SRP: $29.95, 250grain (pack of 15); $31.95, 300-grain (pack of 15). Booth #14516. (800-320-8767; powerbelt

Outdoor Life is announcing a new partnership with legendary turkey hunter ray Eye. Set to debut later this month on OutdoorLife.com, the joint project, called Chasing Spring, will offer readers the ultimate turkey-hunting destinations through a dedicated blog, with video and photos that will follow ray Eye as he hunts throughout north america. Chasing Spring will also be covered in Outdoor Life’s print edition and highlighted on the ray Eye radio show and during his travelling seminars. “Chasing Spring is really going to highlight the best and most exciting aspects of turkey hunting,” says Todd Smith, editor-in-chief of Outdoor Life. “ray is one of the world’s most renowned turkey hunters, and his knowledge and passion for the sport will be great for our turkey-huntingfanatic readers.” Beginning in February, Eye will set out on the ultimate turkey-hunting road trip, starting in the South and chasing turkeys north through mid-June. along the way he’ll visit some of the best-known turkeyhunting locations, chronicling his hunting and calling and, with a little luck, taking gobblers as he travels across the country. Throughout the journey, Eye will offer readers turkey-hunting tips and tricks, from the best calling techniques to the gear needed to get the job done right. “Today’s turkey hunters are hungry for new, aggressive tactics, and Chasing Spring will deliver just that,” says Eye. “The program will offer information on how to hunt today’s henned-up, pressured turkeys, so hunters can consistently call the wild turkey under all conditions.” as Eye hunts his way through Missouri, Massachusetts, Florida, Illinois, Wyoming, Kansas, Mexico and more, he’ll share his turkey-hunting secrets with readers. Eye’s advanced turkey tactics will arm readers with the knowledge they need to improve their turkey-hunting success no matter the conditions. Topics will include hunting with limited time, hunting without preseason scouting and hunting early season and late season. “From where to go to what gear to use, Chasing Spring is a one-stop shop for turkey hunters,” says Smith. “There really isn’t a better person for the job than ray Eye. With his support, Chasing Spring is going to be a place to get inspired and also get advice from a turkey-hunting legend.”(To follow Eye, go to outdoorlife.com/chasingspring.)

bullets.com)

14 ■ Shot BuSineSS Daily ■ day 3, January 20, 2011

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FIRST WE SUPPRESSED THE SOUND, MUZZLE FLASH, AND DUST SIGNATURE. THEN WE SUPPRESSED THE LENGTH.

Muzzle blast impairs or destroys hearing and mission-critical communications. Flash and dust signature can give away your position, drawing enemy fire. With a SureFire suppressor all these factors are minimized—significantly—to increase operator lethality. And at only 5 inches—adding just 2.75 inches to your weapon—and 14 ounces, the new SureFire MINI won’t bog down your weapon. It also offers negligible shift in point of impact from unsuppressed zero, attaches/detaches in seconds, and with its high-temp alloys and redundant welds, it will typically outlast the barrel it’s attached to. See the video at: www.surefire.com/suppressors

VISIT US IN BOOTH # 13968 IN THE LAW ENFORCEMENT SECTION AND ASK ABOUT OUR SHOT SHOW SPECIALS.

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PRODUCTS

Benchmade The versatile 915 Rescue Knife includes a modified corrosion-resistant sheepsfoot blade accompanied by an ambidextrous thumb-stud opener. The tool also includes a carbide glass breaker.

The Cutting Edge Here’s what’s new in the knife world By Chad Schearer

unting, fishing, military missions, survival, law enforcement, self-defense and cooking are just a few cases in which a person might have a need for a knife. Knives are a necessity in our everyday lives, especially if you have a lifestyle or career that requires you to depend on a knife to get through the day. We’re not talking about using a knife just to open mail; o lswe’re talking about rugged tools t designed for hard use. This year’s knives and tools are sure to become your customer’s best friends.

Benchmade

The new 915 Rescue Knife is a dynamic tool that includes a knife with a modified sheepsfoot blade, accompanied by an ambidextrous thumb-stud opener. The tool also includes (on the end of the handle) a built-in safety hook and carbide glass breaker. The blade is corrosion-

resistant N680 blade steel (5759HRC), and the G10 handle is available in black or safety orange. This knife is equipped with a deeppocket reversible carry clip. The knife has an open length of 8.20 inches and a closed length of 4.70 inches. It weighs 5.10 ounces. The blade thickness is 0.13 inch, the handle thickness is 0.53 inch. SRP: $165

Buck

W.R. Case In 2011, knife enthusito $180. Booth #10357. (800-8007427; benchmade.com)

Browning

This year, Browning introduces a serious line of hunting knives—folders and fixed blades—designed for women. The new Browning For Her knives feature razor-sharp Swedish 12C27 Sandvik stainless steel, which holds an edge and yet sharpens easily. The folders have thumb studs, for easy one-handed opening, and pocket

Buck’s latest innovation is the Vantage Force series. These lightweight tactical knives feature a one-handed ambidextrous flipper that assures ultra-quick blade deployment, and the thick liner-lock mechanism and solid backbone give it extreme stability. In addition, the aggressive handle grip texture provides secure handling. There are three different blade types to fit different budgets—the 420HC, 13C26 Sandvik and S30V—all of which make usero corrosion-resistant blade.. A All models are ldof a drop-point non-reflective b ta -e in s r a s e d o lm o equipped with a reversible discreet-carry which allows user to c choose l a ic h s w e s h rto tip-up e o clip, h e, w o tthe u s how to carry then can request this knife r knife. Asa e m u s fan added option, the consumer ik th s u q re n o c with a partial serration Buck K Knives, the k c u ,th on the blade. As with all B s e iv n Vantage Force carries Forever Warranty. The has if the Buck n k e a h knife eh s a closed length of 4.375 inches and weighs 4.3 ounces t s ce to o 4.8 ounces, depending on the steel. The blade thick-ness is 0.12 inch. SRP: $60 to $135. Booth #14504. (800-326-2825; buckknives.com)

asts will see a limited run of three Classic patterns that have been locked in the Case XX vault for the past three years: the Model 156 Tuxedo (left), 11 1-2L Cheetah (center) and Model 85 Doctor’s knife.

clips. They also come with a nylon sheath for those who prefer to carry their knives on a belt or pack. The fixed-blade knives come with a nylon sheath. Both fixed-blade and folders are available in either Mossy Oak Pink or genuine bone. SRP: fixedblade, $34.95; folders, $24.95. Booth #15540. (801-876-3331; browning .com)

W.R. Case & Sons

Case Knives opens the vault door to collectors who’ve been eagerly anticipating the return of some of the most revered Case patterns. The Case Tuxedo (Model 156), Doctor’s Knife (Model 85) and Cheetah (Model 11 1-2L) are among the first patterns to reemerge after being locked inside the Case XX vault for three years. In 2008, 250 Case Cheetahs were made as part of a final production run. Each knife was fitted

16 ■ SHOT BUSINESS DAILY ■ DAY 3, JANUARY 20, 2011

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LONG RANGE OUTSOLE

Non-slip center lugs provide extra traction in all conditions.

Rubber outsole features a superior rubber compound for durable abrasion and oil resistance. Long Range Welt features the most durable welt material and welt-to-outsole stitch for long range hard working applications.

Outsole lug depth differs per need for maximum performance when and where you need it.

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ROCKYBOOTS.COM/LONGRANGE

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12/6/10 1:38 PM

PRODUCTS

BOOTH # 10951 SHOT SHOW 2011

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The SOG FastHawk is designed Th d to be lighter a n and easierts toib sibling, the h n a ea , carry than g ln th e a tiits c i s l t Tactical T a Tomahawk. Nonetheless, it can handle the hard jobs To s with ease, whether that’s chopping, cutting, hammer-w e piercing iing, . n ig T e or t digging. s 0 2 d l s in -teThe h 420 4 lh e stainless-steel a w ith e e head ad with hard-cased black coating is mounted to the ballistic poly-ah mer h handle with heavy-duty bolts and a steel ferrule to m o hammer helps iinsure k e integrity. Side rc m a h e d i g rin lp checkering e r u s a e h s assure e precision placement when swinging. The nylon p e n o sheath s a can be mounted toka belt, backpack c or gear. overall o e other r e v lg g The n h h so .5 a length 2 e t iis 112.5 19 ounces. iinches, s and it weighs . s SRP: $ $50. Booth #20434.. S (888-405-6433; ( -4 -6 sogknives.com) so

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We’re bringing the hunt to SHOT SHOW 2011. Stop by booth #10951 to take a shot at claiming the top score in America’s premier hunting game. You could win a free pair of boots or a Nintendo Wii™ Hunting Game Package.

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with w u g ith au unique k o sshield e cH .T tilysaw u d n iindicating ea vid ro the t ecu ts,vault d alo n ip rg v is h ear eentry d date.an les This d T year, yn s , eatu d lsf m o rp il ew rd aanother 2 250-piece le-sty order ad o willylo kiv eatd sh n e ilb be ccompleted, and each b es w ld xtrab willlad es be ecu rly.T ad b h icatg d n ffitted with w a new shield iindicating es, n ch in .8 es, ch .9 ti5 g ln esaw h tthe vault exit date.w - The resultingn o etwoth d t h t lg d ean e th d n piece Cheetah sets ferd will then be offered o t h ig to the public in conjunction e h with tthe : P R pattern’s return cu d ro to general p produc-8 3 4 tion. Improved versions of the Doctor’s Knife and ary- Tuxedo (in vvarying handle colors, materials and blade combinations) ferd will be offered o ce aln throughout the year. SRP: Model al u q 156 Case Tuxedo (pearl handle), p em ch $175; Model 85 Doctor’s Knife aly (Red Stag), h eta$118; 11 1-2L C Cheetah er ld o (Harvest Orange), $99. Booth eld #14810. (800-523-6350; wrcase aly .com) e h d n ep d Gerber Legendary er g in Blades g tin u By allowing users to switch blades g vin o quickly and easily via the patented e h Exchange-A-Blade mechanism, g in Gerber’s new Metolius knives rl atu offer the ultimate in versatility. These fixed-blade knives come le o in two styles; the E-Z Open en h model has three interchangeable es lad blades b trd en (drop-point blade, r efo lad E-Z open blade b for b m u h technical cuts, and d utility n e u h t saw), and a the t Gut G . n io Hook model has alad e full fine-edge blade b n o lt au

Gerber The Metolius line enhances

LIFE ISN’T ALWAYS COMFORTABLE. YOUR BOOTS SHOULD BE. muckbootcompany.com

versatility by allowing users to switch blades via the patented Exchange-ABlade mechanism. The knives are available in two styles: The E-Z Open model has three interchangeable blades; the Gut Hook model has a fine-edge blade with a gut hook and utility saw.

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w gut h with hook s rip aand utility saw. TacHide g grips p provide ah ile ssecure grip in all conditions, w while h handle . g trikn eends ffeature pommels for sstriking. P Paddle-style d n n nylon sheaths hold knives aand eextra th b g en blades ssecurely. The blade llength is 3 3.8n es iinches, tthe saw length is 5.9 iinches ch es. aand tthe handle length is 4.8 iinches. ch n We Weight varies from 15.5 to 17.3 ounces. S SRP: $75 to $95. Booth #13614. (8004 443-4871; gerbergear.com)

S Spyderco

B Balance is a state of equilibrium or eequal distribution. The C141 Ed S Schempp Balance folder is symmetriccally identical on both ends when the ffolder is closed. Odd looks aside, when h held in the hand the knife is ergonomiccally proportional and a natural fit. T The VG-10 blade is full-flat ground aand arcs upward in a radical curve with a deep finger choil. When the index ffinger is positioned in the choil, the ccutting edge aligns with the forearm, m moving the blade’s weight back and tthe center of gravity toward the cuttting edge where it responds like a n natural extension of the hand. The enlarged Spyderco Round H Hole is dead-center on the blade w when closed and perfectly offccentered when open, positioning the tthumb for flowing one-hand operattion. The handle scales are gray carb bon fiber, and it’s assembled with screws for cleaning and adjustment. A four-way, left/right, tip-up/tipdown hourglass clip holds the knife discreetly in a pocket. Overall length is 4 7∕16 inches, and the length of the blade is 1 15∕16 inches. Weight is just 1.3 ounces. SRP: $199.95. Booth # #13113. (800-525-7770; spyderco .com)

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12/22/10 9:34:39 AM

Mother Nature is full of surprises. Be prepared for all of them with the Zippo Outdoor Line. From a hand warmer to an emergency ďŹ re starter kit, this rugged, durable line is designed to keep outdoorsmen warm in any conditions that the great outdoors throws their way.

Enter to win the Zippo Outdoor Adventure Getaway to Jackson Hole, WY, at Shot Show Booth #14810.

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11/29/10 11:28 AM

products

Mojo Decoys

Bringing a whole new concept to predator hunting, the realistic-looking and -sounding Puppy Dog decoy will lure coyotes, foxes and bobcats into range. The decoy emits actual canine puppy sounds. The tail moves with the same intermittent action as the successful Critter Decoy. It will operate for hours on 4 AA batteries (not included). SRP: $49.99. Booth #1454. (866-2166656; mojooutdoors.com)

Make That Register Ring

Don’t overlook the small items that carry a handsome proﬁt By peter B. Mathiesen

f there’s one thing that retailers know, it’s that accessories sell even when firearms aren’t moving. So, when sales of modern sporting riles slowed in 2010, dealers countered by pushing MSR accessories, such as rails, lights and stocks. But the accessory market is much larger than that. Here’s a sample of some of the new accessories that your customers will be asking about in 2011. These are products that should make the register ring.

Atsko

From the company that’s synonymous with waterproofing, the new Sno-Seal spray is ideal for protecting leather with no risk of color change. The silicone formula dries quickly to eliminate staining and leaves an invisible protection layer for any light-colored fabric. The spray also allows leather to breathe while creating a waterproof barrier. SRP: $7. Booth #10959. (803-531-1820; atsko.com)

Birchwood Casey

The new Dirty Bird Shadow Targets are handy for an extensive variety of shooting or training applications. The 12x18-inch sheets come in both B27 and B19 NRA Police Training styles; either can be used at indoor or outdoor ranges. Upon bullet impact, the targets instantly “splatter.” This instant feedback from each shot means shooters can spend more time shooting and less time downrange checking targets. The targets come in packets of eight. Booth #1210. (800-328-6156; birchwood

Browning

The new Hunt Master VXT flashlight features all-aluminum construction and a powerful green Cree XP-C LED that illuminates without destroying a hunter’s night vision. Two additional white Cree XP-E LEDs emit 225 lumens of clean light. The VXT also features an adjustable spot-to-flood lens along with a

Birchwood Casey Dirty Bird Shadow Targets “splatter,” so a shooter at the line can see the hit without walking to the target.

memory feature that returns the light to the last setting used. SRP: $99.99. Booth #13940. (801-876-2711; browning.com)

Advanced Technology International

Constructed of military-grade hard-coated anodized T6 aluminum, the Talon is a five-sided, lightweight pump-shotgun forend that sports an array of rail locations around the circumference of the grip, allowing a shooter to install accessories in nearly any location he prefers. The forend also serves as a heat shield. Fits Remington 870s, Winchester 1200/1300 series and Mossberg 500/535/590/835 series. SRP: $165. Booth #621. (414-464-4870; atigunstocks.com)

casey.com)

Atsko The silicone formula in Sno-Seal waterproof spray dries quickly to eliminate staining and leaves an invisible protective layer that allows the leather to breathe.

20 ■ sHot BusINEss dAILY ■ DAY 3, JANUARY 20, 2011

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products

Gerber The Gator Two-Fold multi-use saw changes

Do All Outdoors

Built of a material that literally seals itself around a bullet hole, Seal Self-Healing Targets are designed to be shot multiple times before being replaced. In addition, the impact of a bullet spins the target completely around the stand, putting it in position to receive another shot. There’s no need to walk to the stand to reset targets. The targets are available in five models: the Bowling Pin model, the Big Gong Show, the Bullseye Brew, the Lone Prairie Dog and the Double Prairie Dog. SRP: starts at $24.99. Booth #3251. (800252-9247; doalloutdoors.com)

Crimson Trace Corp.

Specifically designed to fit securely around the trigger guard of the HK 45c, the Mil Spec LG-645 Laserguard is activated by a rubberovermolded switch located directly under the trigger guard on the front strap of the pistol. The proprietary design ensures that when the handgun is held in a shooting grip, the laser activates immediately.

An easily accessible battery compartment is located on the side of the Laserguard, and a lanyard secures the battery door, enabling batteries to be changed without having to remove the unit from the firearm. SRP: $239.95. Booth #16733. (503-783-

from a fine-tooth bone saw into a coarse-tooth wood saw in seconds. The saw also features a tactile grip handle that enhances comfort while providing a secure grip.

use saw changes from a fine-tooth bone saw to a coarse-tooth wood saw within seconds. The triple-angle variable-tooth saw design delivers fast, smooth cuts on both push and pull strokes, while fully hardened carbon steel blades provide edge retention and corrosion resistance. The Two-Fold uses a tactile Gator grip handle that enhances comfort and resists slippage. When open, the saw is 20 inches long; closed, it’s 12 inches long. It weighs just 12.2 ounces. SRP: $44. Booth #13614. (503639-6161; gerbergear.com)

5333; crimsontrace.com)

Gerber Legendary Blades

The compact Gator Two-Fold multi-

GunVault

The MagVault fits into the magazine well of a modern sporting rifle, where it locks into place to keep the

rifle safe and secure. Once in place, a round cannot be chambered. The MagVault fits virtually all .223/5.56 MSRs. It is constructed from glass-reinforced nylon for maximum durability. SRP: $24.95. Booth #14223. (877-318-5789; gunvault.com)

LaserLyte

For 2011, LaserLyte will offer multiple products that will fit nearly all Smith & Wesson J-frame revolvers, including the 637 and 642 models. The new laser easily mounts underneath the rubber grip of the revolver, allowing the customer to retain the factory grip and holster for the firearm. The sight will also work with many popular aftermarket rubber grips, such as Hogue or Pachmayr.

Attention to Detail. Thats, What Makes a Boot a LOWA. Going the extra mile with patented design details like our Climate Control cuff to keep feet cool and comfortable. Using extra-rugged 2.2mm split leather on our Desert boots to ensure durability and protection. These are the design details that have earned LOWA’s reputation for building the world’s most comfortable performance boots since 1923. LOWA is the only outdoor footwear manufacturer to hold ISO 9001 status for highest quality construction & process standards.

Hand - crafted in Europe

Hunter Extreme GTX®

NEW Zephyr GTX® Hi TF NEW Ranger Hi GTX®

Elite Desert

now available for both men & women

sd03_p20_Accessories 2011.indd 22

GORE-TEX®

www.lowaboot s.com

is a registered trademark of W.L. Gore & Associates Inc. VIBRAM, the Octagon Logo, and the Yellow Octagon Logo and the color Canary Yellow are registered trademarks of Vibram S.p.A.

12/22/10 9:25:17 AM

Stop by the Woolrich Elite Series Tactical Booth #13162 for all these great activities and give-aways! JANUARY 20 Tactical Skill Demos: 10:30 AM Covert Tactical Weapons Defense Demo 3 PM Selecting Appropriate Apparel in a Covert Environment

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10 AM – 12 PM and 2 – 4 PM Dick Kramer, military and SWAT artist, to sign and give away ﬁrst color print 4 PM Cocktails and hors d'oeuvres plus Give-aways throughout the hour!

12/20/10 3:19 PM

products

A three-position on/off switch is activated by the press of a button. The unit also will automatically shut off after six minutes of inactivity. SRP: $149.95. Booth #340. (928-649-3201; laserlyte.com)

Pelican

Built with 10 next-generation LEDs and utilizing a beam spread of 120 degrees, as well as a maintenancefree nickel-metal-hydride rechargeable battery, the 9440 RALS portable light will illuminate a large area. The light offers two brightness settings

that shine 2,400 lumens for up to 3 hours on a high setting, and 1,200 for 6 hours on low. Weighing just 16 pounds, the 9440 RALS is built with a streamlined self-deploying tripod for easy site placement and a nylon shoulder strap for simple transport. The telescoping light tower extends more than 7 feet to light an area that articulates up to 90 degrees. SRP: $999.95. Booth #3049. (800-473-5422; pelican.com)

Trijicon

Trijicon has come to the 2011

Trijicon A new tritium-powered bow sight make its debut at SHOT Show. The sight is designed to give bowhunters an aiming point and clear pin that enhances visibility, accuracy and dependability.

SHOT Show with a tritium-powered bow sight, its first product for the archery hunter. The heart of this design lies in its triangular aiming point and clear pin. With zero MOA and zero obstructions, this one-of-a-kind configuration has an aiming tip that actually points to your target rather than obscuring it. This entirely new perspective gives archers confidence by providing increased visibility, accuracy and dependability, resulting in precision shot placement. The sight incorporates the Trijicon dual-illumination/battery-free system that was pioneered and perfected in the company’s riflescopes. The AccuPin aiming point is always visible. SRP: $409. Booth #11923. (248-

Radians

According to a survey by the NSSF, women represent 16 percent of modern sporting rifle shooters. To meet this demand, Radians offers the Pink Pro-Amp Muffs, which feature digital electronics to increase low-level sounds and compress harmful noises. Fitted with dual microphones and independent volume controls, the Pink Muffs have a noise-reduction rating of 23. The low-profile muff has an adjustable CoolMax headband and is collapsible and compact enough to fit into a small bag. Booth #843. (877-723-4267; radians.com)

960-770; trijicon.com)

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12/22/10 9:22:55 AM

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f e at u r e

One of the largest-growing segments of membership has been individual members. Although the NSSF’s membership mainly consists of manufacturers, ranges, retailers and nonprofit organizations, individuals can also sign up for membership. And those numbers have been rising, says Swann. “That tells me that people want to support the industry, and they believe in what we do.” New ranges are another large segment of NSSF members. “People want to open ranges,” says Swann. “Range development is big.” For range owners and retailers, one of the greatest member benefits is the NSSF’s industry research. “One big thing is that we provide them with information that helps them run and grow their businesses,” says Swann. “We’re updating a lot of our range information right now.” The information available is incredibly detailed and ranges from the number of gun owners in a target market to data on how much, on average, they spend on their sport. “We give the tools to our members,” says Swann. “Anyone starting a business needs this sort of information. Banks need it to give out a loan. The price is better for members than non-members, and it’s so much cheaper than hiring a private research organization.”

Membership in the nSSF comes with many benefits, including discounts on point-of-sale software as well as access to vast amounts of research. and those members that opt for voting membership get a say in how the organization is run.

NSSF Membership on a Growth Spurt Reasons abound to support the organization that supports the industry By rob Staeger

here are any number of reasons to become a member of the National Shooting Sports Foundation. Members enjoy a host of excellent benefits, from discounts on point-of-sale software and display cases to reduced prices on FedEx shipping and office supplies from Staples. Members also have access to the vast amount of research (national and regional) the NSSF conducts on the shooting sports. And beyond that, members know that by supporting the NSSF, they’re supporting the industry’s staunchest representative in state legislatures and the halls of Congress.

In the past five years, membership because of our representation with in the organization has tripled, our regulators, and to Congress and hitting an all-time high. In 2006, state legislatures; and because of the the group’s memberbusiness services we ship numbered 1,800. provide, such as This past August, industry research, cusmembership had tomer recruitment swelled to 5,700, and and industry educareached 6,000 in tion. Every touch the fall. point along the way, “Membership has we deliver a superior grown because of the experience.” value we offer,” says the NSSF’s senior vice president and chief High Profile marketing officer, “People are far more Chris Dolnack. aware of us than they nSSF director of member “Because of our work were five years ago,” services Bettyjane Swann as industry represensays Bettyjane Swann, says membership has tritatives in the media; NSSF director of pled in the past five years.

member services. “And given the current White House administration, people are concerned about the industry.” One aspect of the NSSF’s higher profile is the SHOT Show. “I think the idea that the NSSF owns SHOT is more widely known,” says Swann. “I don’t think that connection was as pronounced as it is today.”

Quick and Easy

Plus, becoming an NSSF member is easier than ever. “We’ve made it very easy to become a member,” she adds. “The process is quick and easy—you can do it online. It’s just a few clicks.”

Voting Strength

There’s another level to membership, however—one in which members get to help steer the ship itself. There aren’t many voting members, but, as with the general membership, that number is growing as well. With just 55 voting members, the NSSF is one place you can be sure your vote will count. “Voting members are the pillars of the organization,” says Swann, “and also the pillars of the industry.” There’s a higher bar to meet to become a voting member, whose current ranks include manufacturers, importers, wholesalers and more. Voting members have to be approved by the NSSF Board of Governors. Dues are billed quarterly, on a tiered system based on annual sales. “We reduced our voting dues in April,” says Swann. “Now there’s a greater opportunity for a smaller company to become a voting member.” In fact, a dozen new voting members were added in 2010. Voting members receive all the benefits that other members get, along with discounts on booth space at SHOT Show, free access to the NSSF’s industry research and more exclusive benefits. All of the NSSF’s members have an important role to play. By supporting the NSSF, they are helping ensure that the shooting sports are vibrant and strong today, and will remain so in the future.

26 ■ Shot BuSineSS Daily ■ day 3, January 20, 2011

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f e at u r e

Simply put, microstamping is bad science. Despite what its supporters insist, it doesn’t work and would only saddle firearms manufacturers and owners with additional costs.

The Great Misunderstanding NSSF tackles the ﬂawed science behind microstamping By Christopher Cogley

ometimes, the greatest threats to the shooting industry come in the form of misunderstanding. Microstamping is one of those cases. It’s a concept that is fundamentally flawed in its claims, and the National Shooting Sports Foundation is fighting to make certain that both lawmakers and the general public understand the inaccuracies in the proposed technology and the devastating impact it would have on not just the shooting industry, but law-abiding gun owners and taxpayers across the country.

“We see microstamping as one of our top priorities,” says Lawrence G. Keane, senior vice president and general counsel for the NSSF. “The costs associated with mandatory microstamping are astronomical, and the bottom line is that it simply does not work.” Theoretically, microstamping is designed to imprint the make, model and serial number of a firearm on the firing pin so that once the gun is fired, that information will be imbedded on the primer of the spent shell case. The idea is that it would give law enforcement more information to help solve crimes. The problem is that the more the concept is studied, the more it’s proven to be unreliable and ineffective. “Independent studies have shown that the markings don’t show up consistently or clearly,” Keane says. “The studies have also shown that the stamp can easily be removed from the firing pin with common household items, and that removing the stamp has no impact on the performance of the firearm.” Because most criminals don’t obtain firearms through legal channels, it’s safe to assume that they won’t be overly concerned about removing the legally mandated microstamp from every firearm in their possession. But even if they don’t, studies are showing that the information that shows up on the shell case won’t necessarily be complete. In either case, any benefit to law enforcement would effectively be eliminated. “The cost for manufacturers to implement this would be staggering. Even the most conservative estimates show that it would result in a price increase for gun owners of at least $200 per firearm,” Keane says. “And the cost to taxpayers could be even more significant.” If microstamping were mandated, taxpayers would be forced to pay for outfitting local, regional and state law enforcement agencies with new firearms that comply with the regulation. They would also have to shoulder the burden of purchasing and

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maintaining the equipment needed to read the imprints on casings, as well as the costs associated with hiring and training the personnel needed to create and maintain the national database that registers the microstamp of every firearm manufactured.

Real-World Impact

These are only the immediately recognizable costs. The long-term expenses and logistics of implementing the microstamping concept are overwhelming and nearly impossible to calculate on a theoretical scale. As a way to get a better understanding of the real-world impact of the microstamping concept, the NSSF, along with several major law enforcement organizations, support the legislation proposed by U.S. Congressman Dan Boren (D-OK) that requires further studies of microstamping before it can be mandated. “We’re trying to educate members of Congress on the issue so that we don’t end up with a requirement that can’t be complied with,” Keane says. “We also want gun owners to be aware of what microstamping would mean for them so that they can contact their members of Congress and urge them to support this legislation.” So far, public outreach and education on the flaws of microstamping and the need for further studies of the concept have been effective in New York, where legislation mandating microstamping was defeated in 2010. And though a similar measure was adopted earlier in California, the measure has not been implemented as the state’s Attorney General continues to examine the impacts of it. “Until it’s been demonstrated to us that microstamping works the way the patent-holder claims it does, we don’t believe that it should be implemented anywhere,” Keane says. “It’s one thing to ask us to do something that assists law enforcement. But the reality is that microstamping doesn’t do that.”

12/22/10 9:32:24 AM

The scope with a

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An intriguing new hunting scope emerges from the shadows. It’s the Premier Heritage 3-15x50mm Hunter, blessed with the same German optical engineering as the sniper scopes we handcraft for the United States Marine Corps. And with the same penchant for excellence that’s driven this family-owned company since 1946. The scope is righteously rugged. The five-time magnification preserves your field-of-view throughout the power range. And the optics are stunning in the German sense of the word. With clarity, color correction, and lack of distortion that outperforms the loftiest European brands. The Premier Heritage 3-15x50mm Hunter. It could represent yet another defining moment urlif a ah nterin your o lifee ass a hunter. u . premierreticles.com

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f e at u r e

Whether used for target practice, weekend plinking, serious competition or hunting, the modern sporting rifle has a modular platform that allows owners to customize their guns in a nearly infinite number of ways. and that’s just one reason for the firearm’s incredible appeal.

The New Tradition The modern sporting riﬂe continues to gain in popularity By Christopher Cogley

s sportsmen, we hold on tightly to tradition. It’s an integral—and some would argue, essential—element of our hunting heritage. Traditions, however, have a tendency to evolve, and one hunting tradition that’s currently undergoing an extreme makeover is the face of the modern sporting rifle. While there remains a population of sportsmen that continues to push back against AR-platform rifles, it’s increasingly apparent that MSRs are quickly becoming the sporting rifle of choice for a new generation of hunters and shooters. Call it a new tradition, if you wish, but it’s also following an age-old tradition of sportmen adopting, and adapting to, firearms (bolt-actions and lever-actions come immediately to mind) that were first developed for military use. “The trend has not abated at all,” says Steve Sanetti, president of the National Shooting Sports Foundation. “These rifles continue to grow in popularity, and more and more manufacturers are offering these platforms in a dizzying array of options.” As such, more of those options are focused on customizing AR-platform rifles to meet the increasing demand of sportsmen who want to use them for hunting. One of the most noticeable trends is the increase in the number of modern sporting rifles available in calibers suitable for big

game. Most manufacturers today offer at least one big-game caliber, and many have several options. But Sanetti says that one of the most convincing indications that these rifles are being accepted by mainstream sportsmen isn’t the fact that the calibers are getting bigger—it’s that they’re getting smaller.

Popular Option

“Now, you’re seeing more manufacturers offering these rifles in a .22-caliber option,” he says. “That’s always been the most popular caliber because it makes a great trainer. And the more that people use an MSR at the range, the more likely they are to take one into the field.” If a recent NSSF poll is any indication, plenty of people are already using AR-platform rifles at the range.

“In 2009, there were more people who said they went target shooting with a firearm that they classified as a modern sporting rifle than there were people who said they shot skeet, trap or clays,” Sanetti says. “So it has already eclipsed the traditional methods of target shooting.” While modern sporting rifles haven’t surpassed more traditional rifles in the field yet, the likelihood that they will isn’t far off. “The American sportsmen have voted with their pocketbooks,” Sanetti says, “and these are the firearms they’ve chosen.”

Acid Test

The fact that sportsmen have come to accept AR-platform rifles as legitimate hunting firearms doesn’t mean, however, that the general public has. “At

some point, there will likely be another onslaught to try to ban these firearms,” Sanetti says. “That will be the acid test. If we can get through that, and if the American people can see through the negative propaganda that will undoubtedly accompany it, then I think we’ll be all right.”

In the Hands

The continued popularity of the modern sporting rifle will make the prospect of banning them all the more difficult. Their increased prevalence in hunting applications will not only help legitimize them as a true sporting arm, but it will also help curb a negative public perception of these rifles. The more they are seen in the hands of sportsmen, the more they will become accepted by the public as a hunting rifle and not fully automatic military equipment. Sanetti says that that acceptance, however, has to start within the shooting-sports community. “There are still plenty of people who say that they’ll never own one. And that’s fine,” he says. “But just because you don’t want to hunt with this rifle doesn’t mean that it isn’t a legitimate sporting firearm. Don’t demonize the other guy’s gun just because you don’t want to use it.” After all, it isn’t the rifle that defines the sportsmen’s traditions. It’s the sportsman.

30 ■ Shot BuSineSS Daily ■ day 3, January 20, 2011

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f e at u r e

PROUD

USA

New ways of communicating are changing how organizations do business. The NSSF has moved quickly to adopt the tools of emerging media, particularly Facebook, Twitter and YouTube, to keep in touch with its membership.

There’s an “App” for That—and More NSSF adopts new media By Marilyn Stone

nformation technology forces us all to race to keep up with industry developments and legal issues as well as try to stay ahead of our customers’ online product research efforts. Now, more than ever, you can rely on the NSSF to keep you informed and help you reach out to new and existing customers.

890-111 TORRENT®

a thing of beauty

You choose the news choice medium. Facebook, the social networking site, is one of the easiest Internet sites to navigate. The NSSF updates its Facebook page frequently. You can access the updates by creating your own Facebook account and profile, then “like” the NSSF. Twitter, another social networking site, allows users to “follow” the NSSF to receive brief updates on issues affecting the industry and the shooting sports. Twitter messages—or Tweets—with their 140-character limit, work well for quick news items and questions. Mark Thomas, managing director of marketing communications, says the NSSF receives inquiries regularly through Twitter on membership, benefits and general questions. The shooting sports, both visual and actionoriented, are naturals for videos posted on YouTube. NSSF-produced videos have racked up thousands of views on subjects that range from skeet-shooting how-tos to industry positions on Supreme Court decisions. YouTube visitors appear to be seeking out NSSF videos; as of last fall, NSSF videos had been viewed more than 650,000 times.

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These popular videos would not be possible without the new broadcast-quality studio the NSSF opened in August 2009. Dave Miles, director of electronic media, produces the videos, many of which have garnered national attention, and an NSSF-produced video was a finalist in the Branding and Video categories of the PR News’ Digital PR Awards. One of the biggest benefits of the studio is the speed at which it can produce material. For

instance, when the Supreme Court issued its ruling on McDonald v. City of Chicago, which reaffirmed the Second Amendment, NSSF president Steve Sanetti issued a videotaped statement the same afternoon. The video was then posted on the NSSF’s website and included in its weekly e-mailed news update, Bullet Points. The NSSF didn’t stop there. For a couple of days, they invited their Facebook friends to post questions. Then they videotaped Sanetti’s answers and posted the presentation on Facebook. In an electronic world in which people “friend” others, they may never meet in person. The NSSF strategy puts a human face on the organization. For consumers, the NSSF puts out a newsletter, supported with videos that GunBroker.com e-mails to subscribers. Recognizing that many aspiring hunters and shooters lack a family connection, the newsletter helps newcomers find places to hunt and shoot and hone their hunting and target skills. Want to connect with the NSSF or the SHOT Show from a mobile device, and even get help navigating the show? There’s an “app” for that, as the iPhone commercial says. The NSSF has developed a mobile-friendly experience for those that visit the NSSF’s website on their smartphones. Emerging media reaches younger members who have never known life without a computer, but surveys show that more than 80 percent of NSSF members use the Internet. The NSSF’s attention to this seems to be paying off. The membership roster has risen by 1,000 in 18 months—the largest jump in its history. While beefed-up membership benefits and a new campaign have contributed, Thomas believes the greater focus on rapid-fire communication and new media has played a big role.

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front line fuels lighting innovations

reating simple solutions to everyday issues is the key to successful product development in the demanding military/law enforcement market. On the front lines, where products are put to the ultimate test, designstudio innovations meet real-world conditions. It’s here that companies like Princeton Tec find inspiration for the next generation of military/ law enforcement products. “The military/LE market is a driving force behind innovation at Princeton Tec,” says Ryan Ditta, Princeton Tec tactical division manager. “The materials and engineering standards we instill in our products are spec’d out to excel in any environment and temperature extremes. This is carried out across our entire line of lights.” Exhibiting that commitment to innovation, Princeton Tec’s Modular Personal Lighting System was quickly adopted by front-line personnel across the globe as their go-to lighting solution. The success of last spring’s MPLS debut gave Ditta and the Princeton Tec design team the go-ahead to create an entire platform of lighting solutions for the M/LE market. “Building off the original MPLS and the positive feedback we received, we recognized that people wanted an array of modular lights boasting multiple mounting options and simplicity in design,” Ditta says. “Our goal is to provide a line of personal lighting products that are as functional as they are versatile.” In the M/LE market, it’s easy to go overboard in designing something more tacti-cool than truly tactical. But guided by three essential principles—functionality, versatility and simplicity—companies like Princeton Tec find inspiration to create real-world-ready products that work where the proving ground is a battleground. Booth #3822. (800-257-9080; princeton tec.com)—David Draper

The Princeton Tec Modular Personal Lighting System has been quickly adopted by front line personnel across the globe.

Kenyon Simpson, recipient of the Crosman Friend of youth Shooting award, has devoted more than 30 years to teaching young shooters to shoot safely and responsibly, first in his capacity as a teacher and now, since his retirement, as a member of the national 4H Shooting Sports Committee.

Simpson Wins Crosman Award

Retired teacher cited for lifetime support of youth shooting programs

enyon Simpson, who has dedicated more than 30 years of his life to teaching youth the value of shooting as a lifetime sport, was presented last night with the 2011 Crosman Friend of Youth Shooting Award. The annual award recognizes an individual or organization whose commitment to excellence in youth shooter education and dedication to a lifetime of safe shooting has enhanced the future of the sport.

According to Ken D’Arcy, Crosman’s president and CEO, Kenyon Simpson embodies the lifetime commitment to shooting celebrated by the award. “There are thousands of dedicated people who give of themselves to encourage the younger generation to embrace shooting as a lifetime activity,” said D’Arcy. “Kenyon Simpson has been working alongside youth, both in the classroom and in the field, since he was a child at his father’s side. His distinctive style in passing on shooting’s message to young people is what makes him such a special contributor to our sport. The key to growing our sport and maintaining it as a vital element in recreation, is engaging new enthusiasts. We must always remember that in shooting, young people are our future. By fostering resources to encourage and retain our younger generation, Kenyon Simpson is more than an inspiration—he’s one of a kind.” Simpson is a lifelong teacher, though he’s worked as a riverboat pilot, as well as in agriculture, food service and papermaking. His father’s love of the outdoors and hands-on teaching style were Simpson’s motivation. He began his 30-year elementary school teaching career in Vermont and ended it in New York State, teaching mostly first

and second grade. In his spare time, Simpson introduced his own children, and then countless members of the 4H Clubs of America, to the shooting lifestyle. He taught shooting and hunter education classes to students and teachers alike. Wherever his name appeared on a teaching roster, his hunter education classes were full and constantly in demand. Over the years, he has served in a variety of capacities for the 4H Clubs, most notably as a member of the National 4H Shooting Sports Committee, both in Vermont and New York State. In retirement, Simpson continues his work with the 4H Clubs, doing what he loves best—youth development. Ever the teacher, he has left a lasting impression on many of the more than 14,000 4H youngsters currently participating in a broad range of New York State shooting programs. He remains one of shooting’s most committed advocates. “Kenyon Simpson is a genuine Friend of Youth Shooting,” said D’Arcy. “We need many more like him, infused with the same enthusiasm and skill that makes him such a valuable contributor. We congratulate Kenyon on winning the award and on his lifetime of giving back to shooting and the outdoors.” Booth #12740. (800-724-748; crosman.com )

38 ■ Shot BuSineSS Daily ■ day 3, January 20, 2011

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F E AT U R E

The Remington 1911 R1 is an A1 variant of the 1911 with modern upgrades, such as a flared and lowered ejection port, beveled magazine well, loaded-chamber indicator and a match-grade barrel. The handgun comes with a carry case and two 7-round magazines.

Remington’s “New” 1911

he 1911 is one of the most famous firearms designs of all time from one of the industry’s most renowned designers, John M. Browning. A single-action, semi-automatic, magazine-fed, recoil-operated handgun chambered for the .45 ACP, it has left an indelible mark on battlefields and at competitions around the world.

In 1917, Remington-UMC received an order from the U.S. Ordnance Department to manufacture 500,000 1911s for the American Expeditionary Forces. The first Remington-UMC-produced 1911s were delivered in August 1918. But just three months later, after the manufacturer had produced nearly 22,000 pistols, hostilities ceased and the contract was suspended. And there the matter lay. That is, until last spring, when Remington resurrected it as the R1. The 1911 R1 is an A1 variant of the 1911 with modern upgrades. Like the original 1911, the 1911 R1 has a flat mainspring housing, short trigger and double diamond grips. The R1 has some modern enhancements, too, such as a flared and lowered ejection port, beveled magazine well, loadedchamber indicator, high-profile dovetailed single-dot front and two-dot rear sights, and a match-grade stainless-steel barrel and barrel bushing. The firearm also sports a Series 80–style firing-pin block safety. As a further enticement, the handgun will be shipped in a custom carry case with two 7-round magazines. The new 1911 R1 is manufactured at Remington’s Ilion, New York, facility and is currently being offered to a select group of independent dealers. The introduction produced a surge of initial interest, but, eight months later, how’s it doing now? “The 1911 R1 introduction has been a very big hit for Remington,” says Jay Bunting, Remington’s direc-

tor of sales, special projects, noting tremendous consumer enthusiasm for the product. It’s certainly no secret that Freedom Group (Remington’s owner) has been looking to acquire a handgun company to expand its footprint in this market. “We have DNA in the category,” Bunting notes, due to Remington’s prior experience. “It just made good business sense to tap into that DNA to get the ball rolling.” Offering a new product is one matter, but helping dealers put it in the hands of consumers is another matter entirely. Bunting says Remington understood that dealer support was crucial to the success of the R1, and made a big commitment to support the launch. Elements ranged from a product announcement e-mail blast that reached more than 600,000 Remington enthusiasts to writer seminars that produced volume press coverage. Other components included four-color brochures and print ads and a discrete promotional website, 1911.com. In addition, Remington is sweetening the deal by offering a “Platinum Service Plan,” with the R1, including a free factory clean and inspect, a guaranteed seven-day turnaround for warranty repairs and free freight to and from the factory. “The 1911 is a true American design,” says Bunting. “It has a high emotional connection with end users, and now it has the soul of the Remington brand.” Booth #14229. (800-2439700; remington.com)

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F E AT U R E

Built for the Long Haul

Leupold & Stevens goes global while staying at home By Slaton L. White

ast summer, Calvin Johnston joined optics manufacturer Leupold & Stevens as president and CEO. Johnston had previously served as president of Aramark’s Galls Division and group president and CEO of Russell Athletics; at both places he developed a track record of leading teams to significant growth in sales and profitability. Johnston succeeds Tom Fruechtel, who retired after 12 years as CEO. tions—many of which do not see these scopes as ethical tools to use in the field. It is a difficult balance to strike at times. For some applications, such as military or tactical, this development could have significant positive implications, so we will continue to invest in the R&D necessary to stay abreast of current and future technology. r fu n iso h el.T s iten m o SD: Leupold takes obvious pride in assembling o em tv p co ain scopes in Beaverton. Do you see that continuing o d erw h in the foreseeable future? CJ: Yes. That is one of the core tenets of our business, and we feel fortunate to have a dedicated workforce of more than 600 that builds some of the finest optical products in the world. Onshore manufacturing gives us many advantages over our competition, not the least of which is a workforce that uses our products as well as builds them—a critical component of our success.

and on the range. We can never let down on quality, and we must continually work to evolve our quality standards so the customer receives the products he wants. As far as future products, there is interest in the electro/optical/mechanical fusion. Let’s face it—electronics are everywhere, and hunters are becoming more attuned to the merits of many electronic devices and figuring out new ways to employ them. It’s our job to make sure we understand their wants, all the while considering the merits of these products, as we move forward.

SD: How important is the tactical/LE field to Leupold? CJ: It’s very important. Supporting our warfighters in the global war on terror is another of our key responsibilities, one that we take very seriously. Leupold & Stevens has spent a lot of time and money in the last few years to make certain that the products we are developing and manufacturing carry the features and qualities necessary to keep our warfighters not only on the cutting edge of technology, but ahead of our enemies. The technology we bring to bear in this area allows us to innovate in our commercial products as w well. This is one atil of our ffoundational d n u o ccommitments ilo atw h tthatswill allow u us tto rremain competitive veryeeveryw where e. sin u we do b business.

SD: Has the Redfield acquisition worked for you? CJ: It has. We have learned quite a bit about a difAs the CEO of Leupold & Stevens, Calvin Johnston will continue manufacturing optics for hunters and bulking up the company’s tactical/LE offerings.

ferent market segment. We have also learned more about high-volume manufacturing, manufacturing efficiency and the power of well-orchestrated and well-developed marketing. All of this has strengthened the organization and made us better able to lyco rrespond iin a highly competitive g h etivarkn p m ace. market sspace. p

Leupold is a fifth-generation family-owned d n o esp company located in Beaverton, Oregon, and its products are sold worldwide to law enforcement : D ery sm cu o atd h SD: S What W do customers t say they want an w officers, special operations military personnel, ? ld p eu L m ro from f Leupold? hunters and competitive shooters. The product J: f n , CJ: u o sad ig eth C If I one o thing stands e out, it is the h t line includes rifle, handgun and spotting scopes; n ectaio xp eexpectation e m rcsto u o our avecustomers h have binoculars; rangefinders; flashlights; mounting r u o cs,sys- ffor q d ro alityp qualityean igproducts, m meaning tems; and optical tools and accessories. SHOT ticy p le,o rab u ad durable,xcel- optically eexcelDaily sat down with Johnston to get his take t, onech en ily an llent, m mechanically elirreliwhere Leupold should be headed and how b lehe ro a cth u d aable p product s that iis intended to get the company there. ive tu n o iintuitive se tto u use n h e ield iin tthe ffield SHOT DAILY: These days, the competition never relents. How does Leupold intend to keep moving forward? Calvin Johnston: We intend to keep moving forward by innovation—in the sense of bringing to market products that our customers want. We also think it’s hugely important to run our business well and support our retailers and distributors so that they have the product mix they need on the shelves at all times. We are working hard to meet these two objectives and bring value to both groups.

SD: We’re seeing more and more combo scopes with laser rangefinders. Do you see this trend continuing? How far do you think it will go? CJ: Yes, it probably will continue. The first scopes like this hit the market years ago, and there has been significant refinement. That said, we walk a fine line because of our dedication to fair chase and our relationships with conservation organiza42 ■ SHOT BUSINESS DAILY ■ DAY 3, JANUARY 20, 2011

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12/6/10 12:21 PM

f e at u r e

a generation ago, many hunters embarking on a trip of a lifetime might have worried about the performance of factory ammo. no more.

Whatever Happened to Bad Bullets?

These days, it’s truly diﬃcult to sell a poor-performing bullet By David e. Petzal

ay back when, one of the staple stories upon which I could count was the bad-bullet piece—how I or someone I knew had shot at some poor beast perfectly and had the bullet either fail to expand or blow up, allowing said creature to escape. The last time this actually happened to me was in May 1988. I took a brand-new game bullet from one of the big ammo companies to Africa, where it disgraced itself. Then it did the same for other people and was pulled off the market.

A Great Stench and Uproar

So great was the tumult over the failure of this bullet that ammo companies began far more realistic testing of the slugs they offered. And I believe that it was about this time that ammo makers—the big ones—began offering premium bullets from small, independent makers. Weatherby was first, decades ago, when it loaded Hornady and Nosler Partition bullets in its own ammo. Since then, just about everyone has gotten into the racket.

Serving Two Masters

A big-game bullet has to do two contradictory things—it must expand and it must penetrate. One without the other is worthless. Not only that, but it must also perform reliably at any velocity, from 1,000 fps to 3,500 fps. From the invention of the smokeless-powder cartridge in the 1890s until 1947, there was no bullet that would do all this. But then, two

years after the conclusion of the last war we won, a machinist and fanatic hunter named John Nosler invented the Partition bullet. This slug had two lead cores separated by a web formed by the bullet jacket. The front half of the bullet was fragile and would expand at any velocity, but from the web back, the rest of the projectile was extremely strong and would penetrate no matter what. The second step came in the early 1970s, when an Idahoan named Bob Steigers hit on the idea of making a bullet out of pure copper and pure lead (which are less brittle than lead

and copper alloys), and bonding the lead core to the copper jacket. His Bitterroot bullets were sold in packets of 10, and cost a small fortune. They were not accurate, but they expanded to huge diameters, penetrated like jackhammers and retained nearly 100 percent of their weight— the first bullet I know of to do so. The Swift A-Frame is an example of this concept in full flower. I’ve recovered only two A-Frames from animals. One was from a Cape buffalo, the other from an Alaska moose. The slugs where right under the hide on the far side of the critters. No matter how big or tough the critter it’s used on, the A-Frame will hang together. In the early 1980s, a new Nosler made its debut. It was called the Ballistic Tip, and it was a hollowpoint bullet with a polycarbonate point. The point did not deform from battering in a magazine as did lead tips, and it thereby increased the ballistic coefficient of the slugs whose noses it graced. It also acted as a wedge, ensuring that when a Ballistic Tip hit, it expanded but good. The first Ballistic Tips caused Nosler headaches because hunters did not understand that they were quickexpanders, designed for game no bigger than deer. Nosler strengthened the Ballistic Tips, and once people understood how to use them, and took into account their unmatched accuracy, they became wildly popular. I’ve used lots of Ballistic Tips, and lots of Hornady SSTs, which use the same kind of construction. Both slugs expand violently; if you want a quick killer on deer or antelope, here is where you go. Which is better? The Ballistic Tip may be the most accurate hunting bullet on the market; the SST seems stronger. Your choice— you can recommend either in good conscience. The final step came in 1989, courtesy of Barnes Bullets, which startled the shooting world with a pure-copper slug called the X-Bullet. Eliminating the lead core solved a number of problems, but created new ones. Because copper weighs less than lead, X-Bullets were longer than standard ones and could impinge on the powder space in a cartridge. The pure copper tended to “smear” as it passed

up a bore, creating fouling problems. The “petals” formed on impact by the nose of the slug sometimes broke off, or sometimes simply imploded. Some shooters reported erratic pressures. All this notwithstanding, X-Bullets were deadly, and stood up to ultrahigh velocity, and Barnes kept working on them. In 2003, the company announced the TSX, an improved X bullet with four relieving grooves that solved the pressure and fouling problems in one fell swoop. TSXs are mind-bogglingly accurate; in addition, they expand unfailingly and retain close to 100 percent of their weight. In addition, Barnes offers the Tipped TSX, which has a polycarbonate tip, and the MRX, which has not only the fancy tip, but also a non-toxic heavy-metal core. I’ve used all three on a variety of game, from 150-pound warthogs to 450-pound red stags and kudu, and have never been able to recover a single one. Nor have I had to pull the trigger twice on the same animal.

And What of Ordinary Bullets?

If your customer doesn’t want to pay for premium bullets, does this make him less of a hunter? No. The excellence of the premium projectiles has forced manufacturers to take considerable pains with their standardpriced slugs. The Remington CoreLokt, to use one example, has been around probably longer than I have, and is an excellent big-game bullet. A step above that is the Core-Lokt Ultra, which will kill anything and doesn’t cost a fortune. So don’t feel disadvantaged about using “ordinary bullets.” In truth, there are none.

Profound Impact

As a result of these seismic changes in bullet effectiveness, all the stuff your customers read about which cartridge is suitable for which game is mostly meaningless. Modern bullets—just about all of them—are so effective that they render caliber and velocity almost irrelevant. (There are exceptions: If a customer wants to hunt brown bear with a .25/06, you should tell him to get right with God first.) Forget about the cartridge and put your trust in the bullet. And recommend purchasing an extra box or two for practice. The industry has yet to come up with a substitute for good marksmanship.

Three Is Better than One

Even though there are no bad bullets anymore, it’s still a fact that some bullets shoot much better than others in a given rifle. So when a customer tells you that he’s going on an elk hunt and he wants a good, tough slug that will hold together, you should not simply sell him a box of ammo with good, tough slugs. Point out that: remington loads Core-Lokt ultra Bonded and Swift a-Frame, and Winchester stuffs shells with nosler E-Tips and Partitions, and Federal offers Trophy Bonded Tipped bullets and Barnes Triple Shock, and that while all of them will do a terrific job, one of them is going to shoot more accurately than the others, and maybe a lot more accurately. This is simply the way rifles behave. It makes far more sense to sell three kinds of ammo and let the customer find out which his rifle loves. It’s not cheap, but it only has to be done once. and if two perform equally well, he’s that much ahead of the game.

44 ■ Shot BuSineSS Daily ■ day 3, January 20, 2011

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PRODUCTS

Anschutz 1770 Goes for the Gold

Practical Design The handcut checkering and the ample width in the stock’s forend are two elements that add to the 1770’s function.

A new German centerﬁre promises Olympian action By John B. Snow

t has been more than 30 years since Anschutz has designed a new rifle action, but that’s not to say the company hasn’t been busy in that time. The main focus for Anschutz has been international competition, in both the rimfire and airgun arenas, in which its guns win an overwhelming number of podium positions. After the 2010 Winter Olympics in Vancouver, I spoke with Jochen Anschutz, who took over as head of the company from his father, Dieter, in 2008, and asked how the games had gone for their guns. “Very, very well,” he said. “We got forty-five out of a possible forty-eight medals.”

That level of dominance didn’t happen by accident. During a visit to the Anschutz factory last year, I had the opportunity to walk the floor with both Jochen and Dieter. We spent some time at the workbench of a man who was assembling a diopter sight. He was fiddling with a mechanism and wasn’t satisfied with the work, so he proceeded to break it apart and start over. “That’s one of the problems we have here,” said Dieter with a laugh as we left the man to his work. “Every gun of ours is treated like there’s a gold medal on the line, so we maybe spend a little too much time trying to make them perfect.”

New Centerfire

The new rifle is called the 1770, and it’s built for hunting, not competitive shooting. (Though I imagine it will account for any number of gold-medal roe deer trophies soon enough.) Chambered in .223 Rem., it’s meant for varmints or smaller-bodied game. As is true of so many actions built today, the 1770 is round. The inletting on the stock is extremely well done for a tight and even stock-toaction fit. But unlike most bedding systems, where a lug on the action slides into a recess cut into the stock, the 1770’s stock has a metal insert that fits into a recess cut into the underside of the barrel as the action screws are tightened.

Strong Action

To enhance the action’s strength, the 1770 uses a six-lug design, with two rows of three lugs cut into the onepiece bolt body. This gives the 1770

a 60-degree bolt throw, but one that is smooth and easy to open due to the quality of the machining, the polishing on the cocking ramp and the leverage generated by the generously sized bolt handle. The action’s strength is also evident in the thickness of the metal supporting the case head on the bolt face. The support wraps around 360 degrees, with the exception of the small notch cut into one of the lugs to accommodate the extractor, which itself has a broad claw for gripping the case rim.

Excellent Trigger The single-stage trigger on our sample broke at 2 lb. 15 oz. and had no creep. The trigger can be adjusted by a gunsmith if needed.

Smooth Cycling

The 1770 cycles smoothly in large measure because of the oversize dimensions of the bolt body, which is as thick as a tycoon’s cigar and, even more important, as wide as the outer edges of the locking lugs. Since the locking lugs don’t extend beyond the bolt, there was no need to cut a raceway in the receiver to accommodate them, allowing for tight tolerances and slick bolt travel. The bolt itself has a convenient and clever design. Once removed from the action, it breaks into three pieces for maintenance—the bolt handle, the bolt body and the firing pin assembly. Putting it back together doesn’t require any special tools, but if the shooter lacks the strength to re-cock the action by hand, he or she can simply turn the bolt around, insert it into the action backward a short way, and use the notches in the receiver to cock the bolt.

Solid Proportions

The proportions of the rifle are large throughout. The barrel contour is

The Anschutz 1770 bolt-action is built for hunting, but benefits from the company’s target-shooting experience. As a result, the rifle, chambered for .223 Rem, shoots sub-MOA groups. It also has an oversize bolt handle that lets a hunter wearing thick gloves more easily cycle a round.

Straight Stock The 1770 comes in two stock styles. This is the flat-combed “American” version.

46 ■ SHOT BUSINESS DAILY ■ DAY 3, JANUARY 20, 2011

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12/23/10 1:24 PM

products

hefty for both balance and accuracy, and the stock is generously cut in the wrist and forend. The darkly figured walnut is decorated with hand-cut checkering. A well-designed butt pad has been affixed to the stock with a thin plastic spacer, and its excellent fit and finish indicates that it was assembled by someone who really knows his business. My only criticism of the stock is the overly large channel for the free-floating barrel. I’m sure it promotes quicker barrel cooling, but it needlessly detracts from the gun’s otherwise outstanding craftsmanship. The trigger on my sample broke at 2 lb. 15 oz. and incorporates a two-position safety. The action is fed by a detachable-box magazine that holds three rounds and is easy to load and insert.

Features of Note

Large Bolt Handle The round knob on the bolt handle offers plenty of gripping surface, and the bolt’s length generates leverage when cycling the action.

New Twist

My rifle was one of the first produced and came barreled with a 12-inch twist rate. This limited the ammunition I could test, as bullets heavier than 55 grains didn’t stabilize. Anschutz has wisely opted to switch to a faster 9-inch twist for all future 1770s to allow for heavier bullets and keep the option of using it for deer and other medium-size game where legal. At the range the 1770 showed a clear preference for 35- and 50-grain bullets, delivering sub-MOA groups with loads using both weights. The best groups came from Winchester’s new 35-grain BST Lead Free ammo, the smallest going .776 inches. With performance like this, even if a gold medal isn’t in your future, some outstanding shots on distant rock chucks might be. Booth #2843. (jga.anschutz-sport.com)

Rail Mount The 11mm rail machined into the top of the action is ready to accept rings, though it is also drilled and tapped for scope mounts, should the shooter want another option.

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12/22/10 9:30:17 AM

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news

Dan Weatherby holds the new PA-459 Digital, a shotgun expressly designed for varmint hunters. Features include a 19-inch barrel with a removable ported Cylinder choke tube.

The Year-Round Game Plan Weatherby tackles the calendar By slaton L. white

he challenge for a sporting-arms company is this: You’re a six-month company in a year-round cycle. How well you do for the entire year rests on how well you do from June through December. Quite a hurdle to profitability, isn’t it? But the smart companies find a way to leap-frog barriers, and Weatherby believes it has found a way to stay in the game 12 months a year—develop new products that sell year-round. That was the rationale behind the company’s decision to enter the personal protection market (which it prefers to call Threat Response) last year with the PA-459 TR. The pump boasted a new look for a Weatherby shotgun, with a pistol grip buttstock. Upon its release, customer feedback indicated the PA-459, with a few tweaks, could appeal to varmint and turkey hunters as well. So, for 2011, Weatherby will go after varmint hunters who need a close-range shotgun. The PA-459 Digital TR features a digital camo pattern on the stock and forend, and has a 19-inch barrel with a removable ported Cylinder choke tube. “Walk into a retail gun shop—it’s 40 feet of black,” says marketing coordinator Dan Weatherby. “How do we make a product stand out? By creating something that makes the retail shelf look better.” But, as Weatherby quickly points out, whatever you do has to make sense at the retail level. “One reason the PA-459 wears camo only on the stock and forend is cost. It allows for a more aggressive retail position.” In other words, the shotgun is priced to move. That’s also why the manufacturer opted not to use a pattern from Realtree or Mossy Oak. “Digital camo is far cheaper than

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camo from Mossy Oak or Realtree,” says Brad Ruddell, vice president of sales and marketing. “Some proprietary camo patterns add so much cost that you lose your margins.” Which explains why Weatherby occasionally uses patterns from Mothwing. “They don’t cost an arm and a leg,” Ruddell says. He also notes that the PA-459 will not offer a rifled slug barrel any time soon. “Just too expensive at the moment.” SRP: $499. The PA-459 TR was so successful that for 2011, Weatherby is adding a semi-auto to the line: The SA-459 TR. Available in 12- and 20-gauge, the semi-auto features a trimmer forend for easy handling. SRP: $659. Also new in the Threat Response line for 2011 is the PA-08 TR, an entry-level 12-gauge pump that will sell for $368. “But that’s not all,” Ruddell says, with a distinct gleam in his eye as he reaches into his pocket and pulls out a small five-lugged Picatinny rail. “This is our TR Accessory Rail. It’s been designed to give a user the flexibility to mount a flashlight or laser sight to a TR shotgun.” It’s an utterly ingenious (and inexpensive) device, created by Roger Whitchurch, Weatherby’s quality-control supervisor. It screws into the shotgun’s endcap and can be rotated in order to provide three mounting positions—right, left and under the barrel. SRP: $20. “It’s all about adding value for our customers,” Ruddell says. Booth #12729. (805-227-2600; weatherby.com)

12/22/10 9:28:03 AM

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12/7/10 3:02 PM

NEWS

Small-Town Treatment, First-Class Service more than 30 years. The owners, Teresa and Jesse Starnes, are proud of what they do. But they sure bristle when folks, particularly those in the law-enforcement community, say that small companies can’t compete with the “big boys.” “Nothing could be further from the truth,” says president Teresa Starnes. “Some of the ‘big boys’

745-1757; jtdistributing.com)

COURSEPRO

reTRACE

ive miles outside of Winchester, Kentucky, and not all that far from the Bluegrass Heritage Museum, you’ll find the headquarters of a small firearms manufacturer that specializes in MSR-type rifles. Although DoubleStar has been building complete rifles for only a few years, its sister company, J&T Distributing, has been making quality rifle components for

TREKGUIDE

The DSC Super Match rifle features a stainlesssteel barrel and a Picatinny rail gas block. It is guaranteed to shoot 1 MOA (or better) groups.

claim to fame is that their rifles have chrome-lined barrels. Now, chroming is a military application necessary to prevent corrosion inside the barrel during wet or very humid conditions when cleaning is not always possible. This may be a valid concern for some police departments, but the trade-off is a drop in accuracy. Although every barrel is unique, in general a chrome-lined barrel will be less accurate than the match barrels DoubleStar uses as standard. There is nothing magical about chrome lining, and, in fact, it is old technology.” She then takes issue with another claim, that larger manufacturers make all their parts in-house. “Not so,” she says. “Some do make key components in-house, but they source other parts from mil-spec venders. And there are some that source all parts from outside vendors.” She goes on to note that there’s nothing wrong with using sourced parts. “The wheel does not need to be re-invented,” she says. “Some of these suppliers have been making AR parts since the Vietnam War, so they completed that steep learning curve decades ago.” The issue is from where those sourced parts come. “At DoubleStar, we buy only the best U.S.manufactured mil-spec parts,” she says. “Our suppliers use modern CNC equipment that allows for very tight tolerances.” To sum up, Starnes says, “From the soldier on the ground to the hunter in the woods, our AR-15 and M-16 rifles and carbines are built to last a lifetime. We’re a hands-on manufacturer; we shoot what we sell and build what we shoot. We can also offer a customer classic small-town treatment—and that means courtesy and respect.” Booth #20063. (859-

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sd03_p52_news.indd 52

12/22/10 10:15:33 AM

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12/6/10 1:41 PM

news

Hardcore hunting wear and work clothes used to be separate entities, but Wolverine (far left) and Irish Setter (left) are working to change that. The companies see a new trend emerging that combines the two styles, but also maintains value and durability.

A Sign of the Times Durability and value are dual drivers in soft goods By Peter B. Mathiesen

ot all that long ago, work clothes were hardly considered appropriate casual dress, much less appropriate for hunting. These were togs built for heavy construction, not the duck blind. However, in the past two years, we’ve started seeing hunters showing up in camp dressed like carpenters rather than waterfowlers. What’s going on?

Although denim jeans have been a part of outdoor wear since the 1950s, sporting-goods stores rarely stocked them. Today, though, heavy canvas wear and traditional wool-style coats are part of a new trend that has pushed shooting sports soft-goods retailers to consider carrying an entirely new line of product wear. The primary reason? It sells. And in this troubled economy, who’s going to argue with that? Two companies that recognized this trend early on were a pair of the industry’s largest hunting boot, outdoors wear and work wear manufacturers—Wolverine and Irish Setter. In the case of the latter, the firm ventured across the border to ink a partnership with Richlu of Winnipeg, Canada. Founded in 1939, the family-owned company is the largest maker of work wear in Canada and enjoys a strong reputation for quality and competitive pricing. “From the start, we understood

that though we knew a lot about footwear, we weren’t as knowledgeable about making clothing,” says Mark Dinndorf, Irish Setter’s director of product marketing. Finding a manufacturing and marketing partner can be a complex process, but this marriage came together quickly. “Richlu really understood our customers, and we came to an agreement about what garments should be made and how they should be sold in a very short time,” says Dinndorf. “Samples were on-target. They clearly represented the Irish Setter brand and demonstrated our core benefits of durability, comfort and value.” For Irish Setter, this has led to significant growth in wool garments, waxed-cotton outerwear and lightperformance jackets. Most of the garments are traditional cold- and allweather pieces that adapt well for hunting, farm, work and casual wear. “We continue to incorporate our

54 ■ Shot Business Daily ■ day 3, January 20, 2011

knowledge in technical footwear and combine that expertise with natural fibers to make great-performing outerwear,” Dinndorf says. He also mentions that new woolblend fibers like WoolLoft will play a greater role in several garments for 2011. “This new wool fabric is soft and warm, repels moisture and breathes impressively.” One reason Irish Setter took this approach is that it didn’t feel the industry (or retailers) needed another camo high-tech jacket. The real opportunity, says Dinndorf, was for a product that performed at a high level, “but sported a rural workingwear feel.” Although Irish Setter found success in committing to a relationship with an external resource to augment its garment business, Wolverine took a different path. “We started with an outside licensee and determined that to move strategically forward, the design, manufacturing and marketing of the products had to come from inhouse,” says Todd Yates, general manager for Wolverine Apparel. Wolverine’s approach has moved the needle even further toward what is considered to be work-related clothing. The company’s full line includes cotton jackets, jeans, shirts and even a few poly hi-vis SKUs that are ANSI-certified for highway and construction workers. “For Wolverine, the work-clothing mix has been a great addition for our dealers. Our core customer wants this clothing, and we see this trend continuing to expand into huntingrelated sporting retailers,” says Yates. “The number of sporting-goods dealers that sell footwear is growing along with our apparel line. Some

begin by stocking a few SKUs, and then they find the demand so strong that, even in this difficult economy, they increase their orders.” Both companies cited the current economic climate as a distinct competitive advantage for their lines. High durability (which translates to value) has been one of the greatest reasons for the category’s strong growth. With the success of television shows featuring hard-working guys, such as Dirty Jobs, The Deadliest Catch and Gold Rush Alaska, it’s hard to argue that tough guys who take risks are not in vogue. Yates says that the high-end department-store chain Nordstrom is now stocking Wolverine’s 1,000Miles footwear line, and he sees continued growth in this segment for the next several years. There’s no question that the softgoods industry hinges on forecasting trends and staying ahead of them. Both companies agree that value and durability are two of the strongest reasons for their success in this niche. And while no one expects to see a hunter wearing a hi-vis highway jacket at deer camp, odds are that a part of deer camp will show up in a brown duck or wool jacket. Shades of the 1950s. Looked at another way, everything old is new again. Call it a sign of the times. Both Irish Setter and Wolverine (among others) are banking on hard times forcing consumers to look for more durable clothing. But it doesn’t hurt that these product lines are helping them stay ahead of the curve. Irish Setter, Booth #10047. (651388-8211; irishsetterboots.com). Wolverine, Booth #10540. (800-2532184; wolverine.com)

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11/9/10 3:09 PM

NEWS

REASONS TO OWN A

LaserLyte’s interactive Laser Trainer Target allows shooters to practice from the comfort of their favorite easy chair.

Durability Designed to exceed the most stringent military endurance tests, Px4 Storm pistols have ﬁred up to an amazing 150,000 rounds in shooting ranges without any parts breakage.

Accuracy

Practice Anytime, Anywhere

The Px4’s unique rotary barrel dissipates recoil energy in a radial direction, reducing felt recoil and muzzle rise. You have more control when you ﬁre your sidearm. More control equals more accurate

Capacity The 17 round 9mm ﬂush magazine provides exceptional magazine capacity, but it can even be extended to an incredible 20 rounds using the optional extension.

SURVIVE

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BOOTH #13956

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12/8/10 12:22 PM

hooting is a physical skill. You can read about how to achieve accuracy all you want, but the only way you’re going to get better is by actually stepping up to the line and pulling the trigger. But what if a shooter really could practice from the comfort of his favorite Barcalounger? That’s the idea behind LaserLyte’s new interactive Laser Trainer Target. Designed to be used with the manufacturer’s popular line of laser trainers—including the original Laser Trainer, Laser Trainer Pro and new Laser Trainer Caliber Specific Cartridge—the Laser Trainer Target is ideal for both novice and professional shooters—and even instructors—because it records where the laser hits the target. Not only can a shooter practice at home, but he no longer has to worry about the high cost of practice rounds. The Laser Trainer Target gives the user delayed shooting feedback, just as at the shooting range, so the shooter can concentrate on the next shot rather than the last shot. To use the Laser Trainer Target, simply aim at the target and dry-fire the weapon with any LaserLyte Laser Trainer. To display impact, fire the laser at the red display circle on the face of the Laser Trainer Target. When you’re finished, simply aim at the red reset circle and dry-fire the laser to restart with a fresh target. At one-third the price of other

interactive targets, the LaserLyte Laser Trainer Target operates with three AAA batteries, good for about 6,000 shots, and it can register shots up to 50 yards away. The Laser Trainer Target contains 62 laseractivated LED lights and operates without use of a computer, television or projector. SRP: $99.95. LaserLyte is also unveiling its new Caliber Specific Laser Trainer Cartridges in 9mm, .40 and .45 ACP. The cartridge fits inside the pistol chamber and features a firing-pin activated switch that indicates bullet impact with a bright-red laser dot. This modified cartridge is rimless, so it’s not expelled during dry-fire, which allows for tap-, rack-, bangand malfunction-training drills. A hardened rubber plunger on the laser also acts as a built-in snap cap to protect the firing pin, and two rubber rings on the laser help ensure a proper fit in order to best replicate bullet impact for accurate training. The Laser Trainer Cartridge requires three 377 batteries, good for approximately 3,000 shots. SRP: $99.95. The good news for retailers is that LaserLyte has “an American-made product that will fit 95 percent of the guns already in inventory,” says LaserLyte’s vice president, Aaron Moore. “And the cost of a LaserLyte is a third the cost of our nearest competitors.” Booth #340. (928-6493201; laserlyte.com)

MASTER THE LONG SHOT. vicTORy RF: THE uLTiMATE RANGEFiNdiNG biNOcuLAR.

S e e t h e v i c t o r y R F b i n o c u l a r s a t b o o t h # 13 913

The world’s ﬁrst binocular to combine premium optics for detailed observation with an integrated Laser Rangeﬁnder and Ballistic Information System (BIS ). Now, glassing, ranging and calculating holdover can be done seamlessly with one instrument, even from extended distances. So you’re on target every time, from any distance, at the touch of a button. Ready to turn nice bulls into even nicer trophies. Begin your adventure at zeiss.com/sports. ®

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news

Magnum’s New Field Test Team I n the modern marketplace, consumers want to be “fully engaged.” To that end, Magnum Boots USA uses Facebook, Twitter and YouTube to reach out and engage its consumers. Publicrelations/social media manager Alexis Nascimento says that these channels allow Magnum to connect with its consumers on a deeper level. “Of course, those who follow our posts will find some updates on current and future products,” she says, “but they’ll also find a more personal look at the people behind Magnum Boots, as well as exclusive promotions, giveaways and news that pertains to the different industries we serve. There will be upfront feedback from other bloggers and fellow consumers on our products as well.” Nascimento says the company recently launched an online program called Field Testers, where customers can leave reviews, testimonials and videos on any of the products found on its website. “The feedback provided helps fellow professionals with their purchase decisions, and it also influences our product development.

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Magnum’s Field Testers program allows online users to leave gear reviews and product testimonials. The boot company also uses social media platforms like Facebook and YouTube to give customers forums for feedback.

We also reward Field Testers who leave thorough, descriptive and interesting reviews with free gear.” Just as important, such customers are designated Official Field Testers. “We want our customers to know that their feedback—whether it’s positive or negative—is critical to us,” she says. “We take great pride in actually listening to what Magnum

OL Readers’ Choice

With thousands of dollars raised for the non-profit organization they founded, Kids Hunting for a Cure (KHFAC), and countless lives touched, Dave Norval and Dr. John Waples represent the best aspects of our sports. Visitors to Outdoor Life.com voted the two men the “Readers’ Choice” among the 2010 OL 25 honorees. “I’m just a poor country boy from Tennessee, so this is really special,” said Norval (left in photo). A $1,000 honorarium will go to KHFAC, which leads sick and disadvantaged kids on organized hunts.

customers have to say, and we pass that information on to the appropriate team, whether that is customer service, product development or marketing. Our Field Testers appreciate the fact that Magnum shows great respect and dedication not only to the customers, but to making a better product.” Booth #11164. (800-521-1698; magnumboots.com)

11/15/10 11:13 AM

ve t he a h l l i w r aler, you e d g ing” ove n h i c k c a o k t “ s regis ter xper ts NH U S A h e F s y n a b a c r d s e u A ay staf f hear yo D o t r e y l t i a n e u D guns. l l N F e s n a u oppor t o g in to help y s gain dur i a l r a e o v g o e ur and ers mor l arms. O a e r e fi d d N n F g e t s be h i g i n s el l i n t a i t y o f t he l h i t b r a e t r fi u t o r p manufac l i t y an d o a n u s d that ’s q i n e e a r h t % s 0 The e 0 1 id m o t i o ns SA . B e s o U r p H r i N e F h t h an behind t t e g y ah o e , th Falls, Id . e in m w T r product , t o tf g Pos ing poin l l ’s Tradin e d s e R e , g y o orsle a hu n ho w t o – Ryan H s l i a t e d mp le t e o c e w ay s r h o t f l l r a e l t a u e o nd fi nd a . c o m /d a s r u e h l n a f e t d V isi t o ck i n g s N F n a s i ne s s . u b r b eco m e u o y o u gr o w y p l e h we @F NHUSA

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DISTINCT ADVANTAGE F ACE BOOK.COM/F NHUSA

F NHUSA.COM

12/28/10 1:28 PM

NEWS

SHOT SHOW 2011

New Products Bushnell The Digital Color NightVision

Bushnell Outdoor Products

The new 3x32 Digital Color NightVision monocular solves the problem of difficult-to-view green hues that make contrast and detail hard to see with traditional night-vision tools. The new monocular uses a Color CCD Sensor and a digital color LCD screen to turn night into day. With some ambient light, color can easily be detected, and in pitch-black, the viewer can even detect the stripes on an animal. The unit features true 3X magnification, with a field of view of approximately 70 feet and a range of nearly 300 feet. The monocular is also a viable tool for night-fishing, camping, boating, spelunking, security and surveillance, search and rescue, and nighttime navigation. SRP: $299.99. Booth #12519. (800-423-3537 ; bushnell.com)

Marlin

For 2011, Marlin is offering the legendary Model 336 in a configuration optimally engineered for young hunters. Called the 336Y, it’s chambered for the low-recoil .30-30 Winchester cartridge. The

monocular isn’t your traditional greenhued night-vision unit. It uses a Color CCD Sensor and color LCD screen.

carbine tips the scale at just 6 pounds and is only 33 inches in length, perfect for the smaller-statured hunter. The hardwood stock is shortened to a 12-inch length of pull, and the 12 groove, Micro-Groove barrel is 16 inches long. The rifle comes standard with an adjustable, semi-buckhorn folding rear sight, a ramp front sight with a brass bead and a Wide-Scan hood. The solid top receiver is drilled and tapped for scope mounts, and an offset hammer spur is included with every rifle. SRP: $484. Booth #14229. (800-544-8892; marlinfirearms.com)

SOG Specialty Knives & Tools

It’s not for the everyday outdoor experience, but when you need a really big knife, SOG has you covered with the featherlight SOGfari Machete.

SOG The SOGfari Machete is the tool to use when a regular knife just won’t cut it. With a 24-inch-long blade and sawtooth edge, it’s the go-to tool for hardcore outdoorsmen.

This cut-a-trail-in-one-swipe tool sports a 24-inch-long blade with a straight edge on one side and a sawtooth edge on the back. The exterior is finished in a blackpowder coating, and the handle is made of soft nylon to improve grip in wet weather. Perfect for clearing trails, cutting firewood or keeping zombies at bay. SRP: $33. Booth #425. (425-7716230; sogknives.com)

Restop

Better than a bucket in the woods, and a vast improvement over leaves, the Restop Commode Kit is what everyone needs every once in a while— a toilet in a can. The fivegallon bucket has a comfy seat, and your waste collects in a plastic bag, so cleanup is a breeze. The Restop Commode has a sturdy, toplocking base that holds a full-size folding toilet seat and 10 Daily Restroom Kits (each kit contains two Restop 1 liquid waste bags and one Restop 2 for solid waste). Thankfully, there is a tight-seal screw-on lid. SRP: $83. Booth #3444. (760-741-6622; americaninnotek.com)

Levy’s The suede-backed Veg-Tan rifle sling is not only practical in the field, it’s also a thing of beauty. Decorative inlay combined with leather toughness means it will stand the test of time.

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NEWS

system when darkness falls. Both the RXC-1 and RXC-2 cameras have a 54-degree lens for a wide field of view, and offer 45 degrees of heat/motion sensing coverage to a maximum range of 45 feet. Dual Sensor Technology provides the option of 10 degrees of sensing coverage out to 90 feet. The user can choose to have the 45-degree sensor and the 10-degree sensor active at the same time. Other key features include a silent digital shutter, “blink-of-an-eye” (less than one second) trigger speed (to capture more complete images) and extremely fast recovery time. After a picture is taken, the camera can recover and be ready to take another in two seconds or less, depending on the setting. The system also is designed to easily take the user through each program setting, step by step. Booth #11962. (503-526-

Smith & Wesson

The new Governor, a personal-defense revolver built on a lightweight scandium alloy frame and capable of chambering a mixture of .45 Colt, .45 ACP and .410-gauge 2 ½-inch shotshells in a six-shot stainless PVD-coated cylinder, is debuting at the SHOT Show. A dovetailed tritium front night sight has been added for enhanced accuracy in low-light conditions; the gun also has a fixed rear sight. The Governor measures 8 ½ inches in overall length, and is only 1 ¾ inches wide, enhancing its carry capability. Unloaded, it weighs only 29.6 ounces. The standard matte black finish has been designed to reduce glare. On the lower portion of the frame, the revolver will be packaged with either shockabsorbing synthetic grips or factoryinstalled Crimson Trace laser grips. The DA/SA revolver will also come standard with two-round and sixround moon clips. Booth #13729.

1475; leupold.com)

(800-331-0852; smith-wesson.com)

Barnett Outdoors

Leupold The RCX Trail Camera is built for the 21st century hunter. A handheld USB Controller/Viewer has a 3-inch display screen, so users can get instant access to program settings, eliminating the need for transferring SD cards.

Levy’s Leather Limited

The classic all-leather Veg-Tan rifle sling is heavily stitched and uses brass Chicago screws to make loop adjustments secure and easy. The two-layer, suede-backed leather sling fits 1-inch swivels and is finished with a decorative inlay on the outside. It will last through a lifetime of hunting. SRP: $39.55. Booth #3165. (800-565-0203; levysleathers.com)

Cannon

The full-size Cannon Armory A64 safe delivers massive gun storage capacity with numerous features and fire protection. The largest safe in the Cannon line, the A64 can hold

up to 64 guns, while offering a state-of-the-art internal power supply system and a premium lighting package. The A64 features a 1-inch steel composite door, 1-inch active-locking bolts, Trulock internal hinges and surefire multiple re-lockers. Rugged uni-body construction from heavy 12-gauge steel provides protection, and each safe is predrilled for bolting to the floor. The safe’s contents are accessed via a highsecurity commercial-grade Type 1 electronic lock and three-spoke handle. There are also three layers of extrahard 60+ RC steel hard-plate to guard the lock from drilling and punching. Rated at 1,200 degrees F for 30 minutes, the safe features a triple-fin intumescent cold-smoke expandable seal that expands when exposed to heat. Booth #14223. (909-382-0303; cannonsafe.com)

Leupold & Stevens

Is the new RCX Trail Camera System a game-changer for whitetail hunters? Leupold thinks so, because the system is designed to be easy to use and capture highquality images. Key components of the system

62 ■ SHOT BUSINESS DAILY ■ DAY 3, JANUARY 20, 2011

include the USB Controller/Viewer and either a RCX-1 (8-megapixel) or RCX-2 (10-megapixel) camera. The handheld USB Controller/ Viewer, a feature exclusive to Leupold, has a 3-inch display screen and can be used to download and view images from the camera on the spot, eliminating the need to remove photo/SD cards and check them at another location. With the controller/viewer, the user can also get realtime alignment of the camera’s view and instant access to all program settings, without opening the camera or removing it from the mount. The USB Controller/Viewer plugs into the USB jack in each RCX camera, and also plugs into a home computer to download pictures and images to the hard drive. RCX cameras provide high-resolution color images during the day and infrared images at night, as well as a video/audio option. A special day/ night sensor allows the camera to quickly adjust exposure as light levels change, and to activate the infrared

Barnett If you think a bolt traveling at 400 feet per second is fast, you’re right; the Ghost 400 is the fastest member of the Carbonlite series.

The new Ghost 400 crossbow launches a bolt at 400 feet per second, making it the fastest member of the Carbonlite series. The Ghost benefits from Barnett’s special laminated limbs, which reduce noise and vibration by as much as 30 percent, while delivering a featherlight feel. Draw weight is 175 pounds. SRP: $999. Booth #15524. (727-234-4999; barnett crossbows.com)

ATK

The BlackGorge pack, the biggest in the Buck Commander line of 22 packs, boasts 3,515 cubic inches of capacity and features pouches that fit together with military-style MOLLE clips. The Buck Commander line borrows from the proven tactical designs of sister company Blackhawk. The compressible pack comes in a soft, rustle-free Realtree AP pattern. SRP: $160. Booth #11362. (800-3222342; atk.com)

Visit us at booth #12240.

SHE THE .NOT ON Better ﬁt. Better groups. The New Ergonomically Enhanced Classic Series.

The New Ergonomically Enhanced Classic Series changes the rules of comfort and control with a reduced trigger and new grip design, scaled to ﬁt the hands of more shooters for unmatched accuracy and reliability. Don’t compromise — get the handgun that ﬁts like a glove. Try them on for size at SIGSAUER.com

P229®

P226®

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ASSEMBLED IN THE USA

Booth 3544

The new MeoProTM series binoculars

The new MeoPro series binoculars. High performance... made highly affordable.

6.5x32 | MAP $349

x 2 4 0 4

8 8x42 | MAP $449 1 10x42 x 2 | MAP $499

MEOBRITE 550 ION ASSISTED LENS COATINGS

MEO SHIELD ANTI-ABRASION LENS COATING

The new MEOPRO , TM series binoculars ctd-u.B arsbinglphefom ul bring alpha glass performance to a mid-priced budget. Brightness, sharpness and clarity l rival the elite European igpcb alvuetody’shnr.Pm on value to today’s hunter. Premium grade precision optical elements guarantee brilliant, n razor sharp edge-to-edge brands and represent an exceptional icdesablhkxtuprythe lightweight, ergonomic er f resolution while gonm design and nimble handling make extended glassing sessionso supremely comfortable. Meopta’s MB550 Ion pc,w deliver an industry of9.8% ustryleadinghm nd Assisted lens coatings leading light transmission of 99.8% per lens surface, while phase corrected prisms pprovide phenomenal contrast lkh,aprdjbv reproduction. MEOPRO’s new focusing system is silky smooth, making precise adjustments possible even focuigytm ’snew PR EO M e in extreme cold conditions. and crisp, true color g and comfortable, hdflafifv.A uycm le,3-positnw b 3-position twist up eyecups complement the wide, flat, field of view. Along with the highest margins in the premium Generous eye relief optics category, Meopta offers dealer direct sales, a strictly disciplined distribution strategy, US manufacturing and service and a minimum advertised pricing policy. As a result, Meopta dealers can count on high inventory turns, strong consumer demand and maximum profitability. Meopta... leading the way in optical precision for over 78 years. For more information about Meopta USA and our precision optics please call: 800-828-8928 or visit: www.meoptasportsoptics.com tics. op ts m

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