Is there a cost for inclusion?

This is a free promotional opportunity for products that qualify.

What products qualify?

There are 2 qualifiers to have your product featured. All submissions need to be:

1) Genuine new-for-2021 products (or those released/promoted in Q4 2020)

2) Available through dealer or wholesaler programs

Direct-to-consumer only products or those introduced earlier this year at industry events do not qualify.

How many products can I submit?

You can submit as many new-for-2021 products as desired. For products that qualify, we guarantee at least one product and one image will appear in the Dec. 2021, Jan. 2021 or Feb. 2021 issues. All product(s) and image(s) featured will be at the discretion of Shooting Industry’s editorial team.

How do I submit?

All submissions should be sent to [email protected] — email new product descriptions, images or links to file transfer services (Dropbox, WeTransfer, Google Drive, Hightail, etc.). Press releases, spec sheets or product descriptions (roughly 50 words, per product) are best.


When's the deadline?

This year’s showcase features a tiered deadline format.

December 2020 Issue: Deadline Friday, 10/23. 75 spots available.

(Note: The December issue ships to dealers 11/27; publishes online 11/30. Every product featured in print will be included online.)

January 2021 Issue: Deadline Friday, 11/13. 100 spots available.

(Note: The January issue ships to dealers 12/18; publishes online 1/4/21. Every product featured in print will be included online.)

February 2021 Issue: Deadline Friday, 12/4. 50 spots available.

(Note: The February issue ships to dealers 1/22/21; publishes online 1/25/21. Every product featured in print will be included online.)

• Online Promotion: New products received outside this window will be published in an online-only section at

Can I see an advanced preview of my entry?

Due to the volume of submissions, we can not send advanced layout previews.

What does the finished product look like?

Links to the 2020 New Product Showcase:

December 2019

January 2020

February 2020

How do you handle embargo dates?

We understand your company may want to delay press of a product ahead of a certain date, and we honor all embargo dates. Let us know if one is requested. If your company has a hard embargo of 1/1/21, the hardcopy of the January 2021 issue will be sent to dealers ahead of that date — if this is a concern, the Feb. 2021 issue is a timely option.

Question not answered above?

Send all additional inquiries to [email protected].