70 Years Later … What Hasn’t Changed
Shooting Industry has proudly served independent dealers and their frontline teams for
the past 70 years. And, we’re just getting started!
The 2025 New Business Year is a special one for us at FMG Publications, publisher of Shooting Industry, GUNS Magazine, American Handgunner, American COP and Special Edition titles. This year marks the 70th anniversary for both SI and GUNS.
For the past 70 years, the American firearms enthusiast has been able to read a monthly newsstand publication devoted entirely to guns, while independent storefront dealers have had a trusted B2B partner to highlight better business practices and uncover market-altering products.
A Jaunt Down Memory Lane
Just 70 years ago, consumers could buy a Mossberg 140K for $24.95 (an extra $9.95 if they wanted it with a scope), a .22 LR Walther PPK for $62.50 or a Ruger Single-Six revolver for $63.25. How do I know this? Well, I was able to “thumb” through some of the classic GUNS issues scanned as PDFs, including the very first in Jan. 1955.
When SI was first published in 1955, it was then known as Guns and Hunting Goods Merchandiser. The title didn’t last long and was changed to Shooting Goods Retailer in Sept. 1958.
With the launch of Shooting Goods Retailer, Bob Brownell came on as an advisory member of its editorial board, while Elmer Keith joined as a columnist for the Pointers For Profit column.
In his first Shop Talk column, Brownell’s frankness and wit shined — as did his undeniable business savvy. Here’s one example from this column:
“Have you ever looked for service? To impress upon you how important it might be to your own business, step outside your store and look up and down the street with the idea of buying a good watch, hi-fi outfit or home appliance.
“Which company do you go to first? You guessed it. You, as a buyer, will go where you can get service on what you buy.
“What makes you think your customers are any different? Could it be the reason you are not selling certain things is you have nothing to offer other than merchandise, and that can be bought cheaper elsewhere — namely at the discount houses? Could be!”
Brownell’s sentiment reminded me of Paul Bastean’s quote from another story published recently (“5 Forces Poised To Shape 2025”) on how knowledge adds value to an interaction with a customer — giving his store a decided edge.
“You have to have knowledge and experience to go with the tool,” Bastean said. “It just so happens the knowledge and experience are profit centers for us. It’s the least amount of overhead with the most amount of return.”
Personalized service and knowledge is where your store can establish profit centers to complement a strong inventory assortment.
Same Goal In Mind
By the 1970s, Shooting Goods Retailer became The Shooting Industry. However, in the Sept. 1980 issue, the “The” was inconspicuously dropped, and has been simply Shooting Industry ever since.
A lot has changed since 1955, but one thing that hasn’t — even if our name changed, more than once — is our commitment to the independent, storefront FFL dealer.
From the beginning, Shooting Industry’s endeavor has been to help dealers and range operators stay in business and be profitable. It’s been part of our Mission Statement for decades.
In my first six years with SI — Feb. 2025 will mark my 12th year with this fine publication — I worked closely with Publisher Emeritus Russ Thurman, who embodied this principle to a tee.
While preparing this column and looking back over 70 years of content, I stumbled across one of Thurman’s early Industry Watch columns from the Feb. 1997 issue. His words to dealers on staying focused during hard times — not to say 2025 is going to be a “hard time,” but there is likely to be some significant slowing in this new market — still resonate today.
“It’s no mystery a majority of gun dealers got into the gun business with a master’s degree in Guns but only an elementary education in business. Not putdown here, enthusiasm and a love for one’s endeavor is important, but while this got dealers by in the good times, it won’t in today’s marketplace.
“Staying focused will.”
Thurman continued, “Developing a business plan and setting intermediate goals is not difficult. What is your overall goal [this year]? Based on your market, how are you going to achieve this goal? What must be done each quarter? Then, as always, work hard — and stay focused.”
Later in the column, Thurman recounted an experience with his 1964 Marine recruit platoon being filled with “expert” riflemen whose advice didn’t help him get shots on target. A Marine rifle coach’s deft instructions, did, however, which led to successful hits.
Thurman likened this situation to Shooting Industry’s ability to provide good information to dealers.
“At best, we at Shooting Industry can only ‘provide dealers with the information …’ and we work hard at making sure it will help you ‘stay in business and be profitable.’
“Putting that information into action — backed by a solid business plan and hard work — will put your business ‘in the black’ with, hopefully, a solid group in the x-ring.
“The key is focus.”
Though published nearly 28 years ago, the truth there is undeniable today.
Focused Ruminations
Reading Thurman’s Feb. 1997 column provided a moment of inspiration. We haven’t used a “word of the year” since I’ve been involved with SI, but if we did, “focus” would be a smart one to start with.
Amidst all the uncertainty, chaos, market fluctuations, regulations and threats against our industry, let’s focus on what we can control. For the independent store, stay focused on delivering standout customer service, reasonable prices and being welcoming. Identify new ways to grow your business and to move away from fear-induced marketing. Instead, focus on growing the shooting sports, which is likely to be more stable in the long run — we can’t count on “once-in-a-generation” events to clear out old inventory every couple of years.
Also, look for ways to extend the sale. Without coming across as too pushy, find out what your customer’s interest level and goals are. Are you providing better products, services, classes or recreational shooting access opportunities to meet their needs?
If you’re talking with a new customer, offer them training. In the Nov. 2024 issue, we published findings from an NSSF report on first-time buyers that revealed nearly half of those surveyed were not offered training at the point of purchase from the retailer. This is the very definition of leaving money on the table.
To succeed in the latest iteration of the “new normal” here in 2025, focus on sound business principles. Poll loyal customers on what they want from you this year. Get creative with events and marketing. Establish deeper ties with the local community.
How do you plan on standing out this year? I welcome your feedback, truly: editor@shootingindustry.com.
(And, if you’re at SHOT Show: Stop by our booth on Radio Row, which is located on Venetian Level 2, just above the registration area. We’d love to shake your hand and hear your 2025 market forecasts.)
Thank You, Readers
Dealers, you’re the backbone of this industry. Without you there’s no firearms industry, no Shooting Industry. We’re honored to have been on this journey for the past 70 years — but we’re not going to rest on our laurels.
As we move forward into the next seven decades, we’re excited for what’s ahead in this platinum anniversary year. We’ll revisit older “evergreen” stories from past decades in future issues and online. And with everything we do, we’ll be focused on providing you, the dealer, with the information you need to stay in business and be profitable.
Here’s to a successful New Business Year.
