The Final Chapter

Since launching as the industry’s business magazine 70 years ago, Shooting Industry has witnessed a lot of history. The Cold War. Space exploration. The Civil Rights Movement. The internet. Y2K. 9/11. A global pandemic. 45-47.

Through seven decades, the goal of this publication has remained the same: to champion storefront dealers and range operators — the industry’s backbone — and help them be profitable.

However, as the saying goes, “All good things must come to an end.” For Shooting Industry’s print edition, the end rests with the October 2025 issue — which will begin arriving in mailboxes in the next week or so.

There’s one final thought-provoking topic I wanted to present to you before we turn the page on this storied publication.

Be A Hunter And A Tracker

This summer, I spent some time in the U.K. on a family vacation. The ubiquitous London black taxis were everywhere, as were the vinyl advertisement wraps adorning them. One such advertisement — out of the scores that could be seen while traversing Oxford Street — stood out to me: “Be a hunter. Not a tracker.” Not able to capture a good-quality picture of the clever advert, I quickly wrote it down in the Notes app on my iPhone to earmark it for a future column idea.

The “Be a hunter. Not a tracker.” tagline comes from U.K.-based fund manager Artemis Investment Management, which alludes to the approach the firm takes when it comes to hunting for profits. This mindset applies to more than just investments, of course.
In your business, do you see yourself as a hunter or a tracker? Are you proactive and aggressive in pursuing fresh opportunities? Or are you more patient and reactive, following the trends of the market and what others around you are doing? Do you take both approaches, depending on the situation?

It begs the question: Is one approach intrinsically better than the other? Hunters will benefit from being an early adopter and trendsetter in their area. On the other hand, though, trackers can observe what the hunters have done and identify ways to improve or build upon hidden value — or elect to avoid a strategy entirely if it fell flat elsewhere.

When expanding an investment portfolio, it may be more advantageous to be a hunter than a tracker. In our industry, however, success requires both attributes to navigate the market’s ups and downs. It wouldn’t hurt to have a steady dose of gumption and business grit to stay energized and effective while leading your team.

Nothing Without The People

The “Shooting Industry” brand would be meaningless without the people. We’ve had a “lean and keen” team for the entirety of my tenure at the magazine (which started with the May 2013 issue).

I had the great privilege of learning from Russ Thurman, my predecessor and mentor, for several years before his well-earned retirement in Dec. 2018. He set the standard we’ve strived to maintain, and our team has done an admirable job since he passed the baton to us nearly seven years ago. I’d be remiss if I didn’t take a moment to acknowledge them.
Associate Editor Jenna Buckley is one month shy of nine years in her role. In that time, she’s become our resident new products guru, penning literally thousands of write-ups. She’s turned condensing lengthy press releases and repurposing sterile product spec sheets into an art form; her work in the New Product Showcase and Newsmakers columns defines “turnkey.”

Natalie Harger’s role as the art director for SI started on an initial three-month contract that began with the June 2016 issue. She’s elevated the design of our publication in every facet — surpassing that original trial run by a significant margin along the way, to the tune of 112 total issues!

Lori Robbins has played a key behind-the-scenes role over the years, working with our advertising partners to confirm ads were up to spec and shepherding the production of the print issue, ensuring its (on time!) approval at the printer each month. She also assembles the successful Dealer Advantage weekly e-newsletter, which will be the primary SI communication vehicle moving forward. (If you haven’t yet, sign up here: shootingindustry.com/dealer-advantage.)

To our advertising partners: Without a large paid circulation or newsstand distribution, your investment in the print and digital versions of SI fueled our efforts for decades. Hopefully you can leverage your leadership position in the industry to help further the shooting sports and gun ownership to even more potential users.

To our contributing editors, your relationships with dealers and industry professionals enhanced our goal of helping industry businesses be successful. Industry stalwarts like Massad Ayoob and Carolee Anita Boyles have been on staff with SI longer than I’ve been alive, and it was an honor collaborating with them. Over the past 10 years, I’ve been thrilled to add to our talented group of writers — Tim Barker, Ashley McGee, Bryan Hendricks, Doug VanderWoude, Nancy Keaton and Hank Yacek, to name a few.

And, lastly, to our readers: Empowering, educating and equipping you has been fundamental to our success as a publication. You’re the “why” behind what we sought to achieve with each issue. Remember, you’re the face of the industry; make sure to be intentional with your first impressions and community involvement. Be the welcoming tracker and hunter.

From the first print issue 70 years ago to these final words: thank you for trusting SI as part of your business journey. Now, let’s keep building the next generation of sportsmen and women to carry on the legacy of this incredible industry.