SHOT Business | February/March 2011

nssf

Volume 19, Number 2 February/march 2011

shooting, hunting & outdoor trade

2011 0211_cover.indd 1

binoculars to highend riflescopes and spotting scopes,

Is Remington’s new

PLUS

optics

From budget-priced

Versa Max ready for prime time? You be

the judge Pg. 26

shooters will find a lot to like this year Pg. 30

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s h ot b u s i n es s

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f e b r u a r y/ m a r c h 2 0 1 1

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contents

vo l . 1 9, i s s u e 2

Departments 26

2 5

30 38

optics 2011 From budget-priced binoculars to high-end

way. Whether it’s for big-game, waterfowl, turkeys or personal defense, the major players are all in the game by chris christian

nSSF update 17

from the nssf Golden

cover photo: eddie berman

anniversary marks start of more nssF achievements

18 18

19

nssf awards grants

the nssF has awarded 38 colleges grants totaling $190,000

doug painter to retire

after 37 years with the nssF, painter will retire on march 31, 2011

19

free rifles Keystone sporting arms has provided 1,000 rifles for First shots

updated website check out shot Business’s newly redesigned website at shotbusiness.com

20 21

nssf delivers value

news briefs the rawgoods commodity crisis; Winchester expands power max; doug Koenig signs with Gamo atf Q&a can i deliver a

24 26

fyi how to sell handguns to women

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undercover shopper harvesting an

riflescopes and laser rangefinders, shooters will find a lot to like in 2011 by robert sadowski

ammo 2011 in a few short years, factory ammo has come a long

now...the second wave

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30

Features

editor’s note and

firearm to a customer’s residence?

firing line armed with

a new gas-piston system, remington’s versa max is ready to make a statement

msr in the heart of elk country

44

good stuff troy rail covers take the “quills” out of sharp-edged rails

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what’s selling where new products

powerbelt’s aerolite bullet, designed for use with 100-grain loads; Wolverine’s mayhem boots; the mcmillan m3a m1 platform rifle

48

you should know Free retailer education seminars

february/march 2011 ❚ SHot BuSineSS ❚ 1

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editor’s note nssf

The Second Wave

Just when you thought it was safe to go in the water…

T

he past couple of years have seen a lot of turmoil in the ammo industry. First, consumers were hit with a tidal wave of price increases, the result of a huge spike in the cost of acquiring raw materials such as lead, copper and brass. Then, throughout most of 2009, there were widespread shortages of many types of popular ammunition, most notably .223 and .380. The shortage of .223 could be explained by the surge in sales of modern sporting rifles that occurred just before and after the presidential election of 2008. The shortage of .380 was more difficult to figure out, but it was mainly due, as one ammo manufacturer explained to me, to the unexpected introduction of small .380 handguns in reaction to demand by consumers for more compact and concealable personal defense handguns. The problem was exacerbated by capacity constraints at the ammo factories.

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 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: 212-779-5316

John graney, Associate Publisher gregory d. gatto, National Endemic and Online Sales Director Paula iwanski, Northeast Brian Peterson, West stephen Mitchell, Southeast 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 raymond Ward, Senior Planning Manager shelley shames, Fulfillment Manager

ManUfaCtUring

laurel kurnides, Group Production Director Barbara taffuri, Production Director

Bonnier

Chairman, Jonas Bonnier Chief executive officer, Terry Snow Chief financial officer, Randall Koubek sVP, Corporate sales & Marketing, Mark Wildman Vice President, Consumer Marketing, Bruce Miller Vice President, Production, Lisa Earlywine Vice President, e-Media, Bill Allman Vice President, digital sales & Marketing, John Haskin Vice President, enterprise systems, Shawn Larson Vice President, human resources, Cathy Hertz Vice President, Corporate Communications, Dean Turcol Vice President, Media development, Michael Starobin Brand director, John Miller Corporate facilities director, Debbie Dragone Publishing Consultant, Martin S. Walker

that it believes puts it in a very competitive position.

There’s a lesson here for independent dealers. By now, most have figured out that the modern retail world is not a place for the faint-ofheart. So much depends on an ability to react positively to events, and to build a motivated staff that can help you weather these storms.

You also must be a believer—in your brand, and in the consumer.

Put in place a system that allows both to succeed. Consumers are focused on “value” like never before. Help them achieve their aim. You’ll find that in doing so, you’ll achieve yours as well.

slaton l. White, Editor

Corporate Counsel, Jeremy Thompson

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 2. copyright © 2011 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 06470-2359. ShOT business accepts no responsibility for unsolicited manuscripts and photographs. all correspondence should be accompanied by a stamped, selfaddressed envelope. requests for media kits and advertising information should be directed to Katy marinaro, bonnier corporation, 625 N. michigan ave., Ste. 1270, chicago, IL 60611. Periodicals postage paid at New york, Ny, and at additional mailing offices. rePrINTS: Wrights reprints, 877-652-5295.

POSTmaSTer: Please send address changes to ShOT business, P.O. box 422494, Palm coast, fL 32142-2494.

Printed in the uSa. To subscribe, renew a subscription, change your address or other queries, please call our toll-free customer number: 866-615-4345. for editorial inquiries, write to Slaton L. White, ShOT business, 2 Park ave., New york, Ny 10016

PHOTO By ARAM vON BENEDiKT

Now that ammo inventories are returning to more normal levels, retailers who expected heavy demand are instead reporting slow sales. Those that SHOT Business talked to said recession-weary consumers were balking at the cost.

Now, get ready for the second wave—a commodity crisis in clothing. As contributing editor Peter B. Mathiesen reports in “The Next Commodity Crisis” (page 5), manufacturers of hunting outerwear are bracing for an enormous price hike on raw materials sourced from the Asian Rim. In discussing the issue with John Maser, vice president of apparel development and sourcing at Rocky Brands, Mathiesen learned that when Maser was in China at the end of last year, he was told that production-cost guarantees on cotton and certain polyesters were good for only 12 hours.

Maser acknowledged that such steep price increases would be difficult to manage, but, nonetheless, was bullish on the future. That’s because Rocky has the ability to move production from China to Vietnam and India, where labor costs are lower. But that’s only part of the story. The rest, according to Maser, is Rocky’s commitment to building innovative hunting wear at a very competitive price and its foresight to create an infrastructure

shooting, hunting & outdoor trade

slaton l. White, editor

2 ❚ Shot BuSineSS ❚ february/march 2011

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eDiTeD bY JOHn bUrGMAn

Bits & Pieces

Otis Launches New Site Otis Technology recently revamped its website to give the company a more substantial online presence.

The redesigned site, otisgun .com, features instructional videos, an in-depth dealer page and a “cleaning system selector,” which allows users to input the caliber/gauge of a gun to receive a list of Otis systems that will clean their firearm.

“Otis Technology needs a website that showcases Otis’s excellence, from the cuttingedge technology of our products to our roots within our community and industry involvement,” said Doreen Garrett, president and CEO of Otis. “There is no better time to launch a new website than during our 25th year in business.

It’s the perfect time to reestablish our online identity.”

Lipsey’s Teams Up with Springfield Armory Lipsey’s has been named the newest Springfield Armory distributor. This is the first time in more than 10 years that Springfield has added a new distribution partner.

Laurie Aronson, Lipsey’s president and CEO, said, “We’re excited to bring Springfield into the Lipsey’s family of firearms.

Both the people and the products are outstanding. Our entire team is thrilled to welcome them to Lipsey’s.”

Peggy Hickenbottom, Springfield’s distribution coordinator, was equally enthusiastic.

She said, “Springfield is pleased and excited to add Lipsey’s to our distribution team. I feel that Lipsey’s and its sales team are top-of-the-line and will be a great asset to the dealers.”

news briefs NEWS

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PROMOTIONS

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AWARDS

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OUTREACH

Apparel brands like Rocky expect a spike in the cost of raw goods, and are considering various solutions.

The Next Commodity Crisis Think ammo is expensive? Just wait Retailers and consumers alike have struggled in the past few years to come to terms with the ramifications of a global surge in demand for raw materials. In the ammo world, steep price hikes in lead, copper and brass have resulted in much higher prices for ammo of all kinds, and a consequent falloff in consumer demand.

Now hunters need to steel themselves for another price crisis, this time in the clothing industry, which is facing price hikes on raw goods from the Asian Rim. For many retailers, this couldn’t come at a worse time, as they’ve been dealing with recession-weary consumers who are demanding more value for their dollar. For manufacturers, the challenge is finding a way to price their fall runs in such a way as to be profitable and saleable. The latter objective is key; retailers have said they won’t stock items that won’t move.

Yet despite all of these challenges, one manufacturer has moved to increase its clothing footprint. According to John Maser, Rocky Brands’ vice president of apparel development and sourcing, the company has been expanding its commitment in the high-tech-apparel industry by increasing staff and factory capacity and developing cutting-edge designs.

Although Maser acknowledged that the steep increase in the cost of raw materials would be difficult to manage, he said that Rocky’s growth and diversification strategy has the company better prepared than

some of its competitors.

“Our relationships have expanded to factories beyond China to Vietnam and India,” he says. “These options enable us to put the most cost-effective facility to work at the best price.” That means Rocky is able to contain the cost of labor. But Maser did caution that a price increase was inevitable for garments that use a large quantity of suddenly-more-expensive fabric.

Maser says Rocky Apparel views the situation as a unique opportunity. “It takes a highly dedicated internal staff and strong relationships with our factories to control our pricing, product design and timely distribution. The bottom line is, we deliver our products at a highly competitive price that a dealer can make money on.”

Designing its own proprietary fabrics and having an in-house development team helps Rocky maintain its unique product position.

Rocky’s obsession with quality (yet affordable) outerwear is matched only by a commitment to creating a brandloyal customer at retail. As Maser put it, “We make sure when a guy wears our clothes on a deer stand, they’ll never make a sound.”

—By Peter B. Mathiesen The paper used for this magazine comes from certified forests that are managed in a sustainable way to meet the social, economic and environmental needs of present and future generations.

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news briefs

On the Move New and noteworthy hirings and promotions in the industry

Eric Haase

LaserMax recently brought Eric Haase on board as the new vice president of sales & marketing. Haase’s primary responsibility will be overseeing all aspects of the company’s sales management.

Nick French

Outtech hired Nick French to represent its Outdoor division in Michigan and Indiana. French previously worked at Carbon Express and Eastman Outdoors, where he was an international sales coordinator.

Wayne Holt

Pendleton Safes welcomed Wayne Holt as its new chief operating officer.

Holt has been in the hunting industry for 23 years, and has held senior management positions with Glock, Hornady and SIG Sauer.

John Baucom

Outtech recently welcomed John Baucom to its team. In his new role, Baucom will be responsible for selling and servicing accounts for the company in Florida, Georgia, and South Carolina.

Daniel Weatherby

Weatherby announced the promotion of Daniel Weatherby to marketing coordinator.

In his new position, Weatherby will play a key role in various communication initiatives.

SHE Apparel Has a New Destination Partnership SHE Outdoor Apparel recently announced the launch of SHE Expeditions. SHE Expeditions (sheexpeditions.com) is a booking service that specializes in hunting, fishing and adventure trips for women, their families and companies. What makes SHE Expeditions different from other booking services is that the staff has tested every destination in its portfolio, and they assist the client with every step of the booking process. SHE Expeditions offers tailored solutions for the concerns a woman might have about booking a trip.

“Women participating in hunting, shooting and fishing is a growing trend in our industry. First there was clothing that catered to women. The next logical step was an adventure booking service,” said Corinna Slaughter, director of SHE Expeditions. “Whether it is a first trip or a 10th trip, we want our clients to have an unforgettable and memorable trip.”

With each SHE Expeditions trip, a client can expect to receive specific details

SHE Expeditions are offered in nearly every corner of the globe.

about her destination. This includes what is and is not included in the cost, the type of accommodations, guide information

and meal services. Clients also receive an equipment list, so they are well equipped for their adventure.

A final countdown is sent 30 days prior to the adventure, including emergency phone numbers, cell phone and Internet service details and transportation arrangements. SHE Expeditions is also available via phone, should any questions arise.

“It is time that ladies who love the outdoors have a service dedicated to ensuring fantastic trips for themselves and their families,” said Pam Zaitz, president and lead designer of SHE Outdoor Apparel. “We are proud to have SHE Expeditions as part of the SHE Outdoor Apparel brand.”

Destinations in SHE Expedition’s diverse portfolio include North America, South America, Central America, Africa and the South Pacific. Clients can select from numerous species big and small to hunt, go on a scenic fishing trip or a have a non-hunting adventure.

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GunVault Unveils New Security Solution for MSR Owners GunVault has unveiled its AR MagVault, a new way to keep an MSR rifle secure.

Inspired by extensive customer demand, the AR MagVault is versatile, easy-to-use and priced to fit tight budgets.

MagVault’s design fits in the magazine well and locks into place to keep the MSR safe and secure in the home, during travel or on the range. Once the AR MagVault is locked into place, a round cannot be inserted or chambered, and the high-visible orange color offers immediate safety recognition.

The AR MagVault features an easy-tooperate key-lock system and fits virtually any .223/5.56 MSR carbine rifle. It is constructed of extremely durable glassreinforced nylon for maximum durability, and is the newest product in a string of releases from GunVault this year.

The MagVault’s bright orange coloration and locking safety mechanism (left) are designed for maximum safety and recognition, whether in the home or in the field.

Winchester Expands Power Max The Winchester Ammunition Power Max Bonded line, designed specifically for whitetail deer hunters, continues the line by offering hunters more calibers to choose from in .223 Rem., .325 WSM and .338 Win. Mag. Power Max Bonded ammunition is a jacketed bullet with a proprietary bonding process that delivers massive expansion, long-range accuracy and maximum knockdown power.

The bonding process welds lead to a copper alloy jacket, where the two act together during expansion for and d improved penetration a n io t retained weight.

“Power Max Bonded a ammuu m nitionth l has proven to be lethal a e on whitetails all over North t or h America, as well as on o other r e th big-game animals, since we launched the product in 2009,”

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said Brett Flaugher, vice president of sales and marketing for Winchester Ammunition. “For any whitetail hunter who is interested in bullet construction, accuracy and penetration, Power Max Bonded is it.”

Key features of the Power Max Bonded bullet include protected hollow-point PHP design, lead core bonded to the jacket with a proprietary process and a massive frontal area of bullet expansion. It should also be noted that the lead remains bonded to the jacket after impact.

1/20/11 9:27:20 AM

news briefs

Mossberg Hires Linda Powell as Director of Media Relations Linda Powell was recently appointed director of media relations at Mossberg. Powell has been one of the major names in the industry for years, having previously worked for the Freedom Group family of companies as its manager of press relations. There, she served the publicrelations needs of Remington, Marlin, Bushmaster, DPMS and Dakota Arms.

In addition to working in media, Powell is an accomplished hunter herself, and has traveled across the country and to destinations around the world. Her passion remains bear, elk and turkey hunting, but more important, she enjoys sharing her adventures with industry professionals and media partners. She is also passionate about mentoring new hunters.

Being a Life Member of the Rocky Mountain Elk Foundation

Media professional Linda Powell is bringing her big-game hunting experience as well as her passion for conservation to Mossberg.

(RMEF) and current RMEF Board Member, Endowment Member of the NRA, Member of the Boone and Crockett Club and Safari Club International, as well as being recognized by the National Association of Professional Women, Powell shares important conservation qualities with Mossberg.

Tom Taylor, vice president of sales and marketing for the company, states, “We are extremely pleased to have Linda Powell join our team. Linda has extensive knowledge of the firearms industry, shooting sports and hunting.

She also understands the value the Mossberg family places on conservation, innovation and technology, and keeping the media and public informed. Her real-world experience and industry relationships will provide significant value to Mossberg as the company heads into a new decade.”

Sitka’s Contrail Allows You to Breathe California-based Sitka Gear recently unveiled its new Contrail shirt, hailing it as a must-have clothing item for a hunter who doesn’t need the extra weight and warmth of an insulated jacket, but still demands a high-quality wind-breaking outer garment.

The Contrail is a lightweight, packable and breathable shirt. Stitchless, all-welded seams cut down on the overall weight of the piece, and also make the shirt wind-resistant.

In addition to their design, Sitka Gear’s products feature the scientifically advanced visual concealment pattern, Gore Optifade Concealment, the first-ever concealment based on the science of animal vision.

(Most camouflage and concealment is based on human vision, whereas Optifade makes a hunter “nothing” in the eyes of an animal.)

The SRP for the Contrail shirt, which features Optifade’s Open Country pattern, is $199. The shirt is available in sizes ranging from medium to 3XL. Other Sitka Open Country products include Core Crew base layers, the Kelvin vest and jacket and pants like the Flash and the Ascent.

Optifade made waves when it was first introduced. The thinking behind it was revolutionary, and it’s now being offered in Sitka’s new Contrail shirt.

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LaserLyte Signs Laura Burgess Marketing for Public Relations and Marketing Services LaserLyte has chosen the team of Laura Burgess Marketing (LBM)to provide public-relations and marketing services. LaserLyte, which develops products for handguns, rifles and firearms training, will release more than 24 new offerings for 2011, assuring that LBM will stay busy with promotions and announcements. c u o n a LaserLyte products being a L introduced this year will tr n i include a Modern Laser l c n i Pointer that will enhance t in o P PowerPoint presentations Pow and provide the user the d n a added benefit of being a e d a defensive tool in an emere d LaserLyte offers a host of sighting accessories for rifles and handguns.

gency. Another ground-breaking design for 2011 is the Rear Sight Laser RSL, a laser design that is incorporated into the rear sight.

“We at LBM are very excited to have LaserLyte aboard,” said Laura Burgess, president of Laura Burgess Marketing. “Lasers are invaluable tools in helping the shooter acquire the proper skill set in firearms training and target acquisition. The LaserLyte brand is a leader in this field, and we will be continuing efforts to encourage market share awareness and growth.”

Laura Burgess Marketing provides public-relations and marketing communications to companies within a host of fields, including the law enforcement, tactical, military, shooting sports, boating and recreational fishing markets. An industry veteran, with more than 19 years of experience, LBM’s current client list includes Blackhawk, SIG Sauer, Revision Eyewear, GunUp, KodaBow, MG Industries, MasterPiece Arms, Freedom Hunters and others.

INTRODUCING THE NEW LINE OF INNOVATIVE AMMUNITION PACKAGING BY FIOCCHI USA. TRACER SHOTSHELLS, RIMFIRE and CENTERFIRE Ammunition Packaged in StackAble, PackAble, StorAble CANS. All Canned Heat Loads are available with an Equally Innovative POINT OF PURCHASE DISPLAY.

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Since 1876

For the Fiocchi dealer near you, Call 417.449.1043 visit www.fiocchiusa.com

1/19/11 12:59:52 PM

news briefs

Shooting Pro Doug Brunton Koenig Signs with Gamo Taps Media As one of the world’s best shooters, Direct for PR he’ll help with marketing

Brunton, a pioneer in innovative products for hunters and outdoors enthusiasts, has announced a new relationship with Media Direct, which will serve as the company’s publicrelations agency for the hunting and firearms industry.

Brunton is a longtime leading manufacturer of outdoors equipment; the company traces its roots back to 1894.

Brunton offers a full line of binoculars, spotting scopes, portable power, navigation and other related products for the avid outdoorsman.

New GPS iPhone App

Professional shooter Doug Koenig, regarded as one of the world’s best all-around shooters, has entered into a sponsorship agreement with Gamo Adult Precision Airguns. Koenig signed the agreement on the heels of one of his most successful professional shooting seasons—having won four major championships in four attempts.

Koenig stated that his association with Gamo was brought on by his own experiences with the Gamo product line.

“Over the years, I have used a number of air guns for training and for fun. And I have purchased air guns for use by my sons,” said Koenig. “There is no other air gun in the world that has been as accurate and reliable as the guns in the Gamo line. Gamo makes an exceptional product line.”

Gamo Adult Precision Airguns has been in the air gun industry for more than 120 years and is the largest manufacturer of air guns pellets in the world. An international company, Gamo air guns can be found in more than 210 countries.

Koenig’s association with Gamo allows him to be part of an international compa-

Koenig has dominated pistol competitive shooting for the past 15 years, and recently won four major championships in four attempts.

ny that has global appeal. Gamo’s initial marketing plans will focus on the U.S. market and then expand throughout the European market.

Koenig has won national and world championships in pistol events, shotgun events and rifle events. A professional shooter, Koenig has dominated competitive pistol shooting for the last 15 years.

He has won 16 Masters International Championships, three World Speed Shooting Championships, an IPSC World Championship, three World Action Pistol Championships (he holds a worldrecord score), 13 Sportsman’s Team Challenge Championships, a World All-Around Championship and 12 National Action Pistol Championships (Bianchi Cup).

In addition to air rifles and pistols, Gamo also makes optics, ammunition, clothing and footwear.

ViewRanger’s award-winning GPS app for outdoor and adventure navigation is now available as a Global Open Maps edition for the iPhone and iPad. ViewRanger’s GPS app is now available on the Android, Symbian and Apple operating systems.

The app will be enticing to sportsmen because it provides access to a range of global Open Mapping layers, including open terrain and aerial photo perspectives. It is available at the iTunes App Store for 99 cents.

ViewRanger’s GPS app for the iPhone and iPad allows users to share their locations with others.

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New Quest Bow Geared to Youth Quest Bowhunting recently introduced its new Torch bow, which features the QS SD Cam Technology.

Finding appealing ways to draw in younger shooters is a constant challenge for manufacturers of bows and firearms alike. With the release of the Torch, Quest joins the fray of companies attempting to attract a younger demographic. The Torch gives young archers, small-framed individuals, women and intermediate hunters all of the features they would find in a Quest bow geared to adult or larger-framed shooters.

“Quest is very proud to offer a bow that caters to the needs of the next generation of hunters,” said Quest president and coowner Matt Grace. “Bowhunting is a great way for parents and their children to share a common love for the outdoors, and what better way to learn than with a Quest Torch.”

A Forged T6061 aluminum riser makes this bow durable and lightweight, allow-

Many companies see young shooters as an opportunity to foster brand loyalty. Quest hopes to do just that with its new, stylized Torch bow.

ing a hunter to make the most of his time spent in the field.

The bow measures 33 inches axle-toaxle, has a 6-inch brace height, weighs 4.2 pounds and comes in draw lengths ranging from 24 inches to 28 inches. Draw weights vary from 30 pounds to 45 pounds. In addition, the Torch is available in the Gfade finish (including Snow Camo,

AP camo and the Pink AP shown here).

The SRP for the Gfade model is $399.99; $379.99 for the camo.

According to the company, the Torch continues Quest’s commitment to delivering performance and value to hard working, hard-hunting archery enthusiasts.

To learn more, visit questbowhunting .com.

A TRUE PAIR

The most advanced training aid for Trap, Skeet and Sporting Clay Shooters alike “see where you are missing.” The Fiocchi Chemical Tracer powered by Cyalume, provides a daytime visible trace that travels with the cloud of shot as it hits or misses the clay bird. The Chemical Tracer is non-incendiary, non-toxic and meets EPA and Consumer Safety compliance. It leaves no residue in the barrel and is non-corrosive. The 12 Gauge 3/4 oz #8 shot + Cyalume Tracer Load is light sensitive and is therefore packaged as part of the New and Innovative Fiocchi ‘Canned Heat’ Line.

The Fiocchi Chemical Tracer “see where you are missing” Since 1876

For the Fiocchi dealer near you, Call 417.449.1043 / visit www.fiocchiusa.com

0211_newsbriefs.indd 11

1/19/11 1:00:08 PM

news briefs

Steyr Arms Redesigns Pistols’ Striker Mechanism in its M-A1 and S-A1 Semi-Autos

Steyr Arms has announced that it has redesigned the Reset Action System mechanism in its popular M-A1 and S-A1 semi-automatic handguns to provide a greatly improved trigger pull. The modification results in a much smoother trigger take-up and a consistent and crisp break at approximately 5 pounds.

The redesign incorporates a small pin beneath the rear sight that bisects the striker firing-pin channel. A small roller on this cross-pin allows the striker firing pin to move much more smoothly during the compression phase of the trigger pull. This also allows for a much cleaner break when the trigger mechanism releases the striker firing pin.

Nearly identical in form and function, the M-A1 is the full-size series with a 4-inch barrel while the S-A1 is the compact series with a 3.6-inch barrel. Chambered in either 9x19mm Luger or .40 S&W, the M-A1 and S-A1 pistols have achieved a great deal of regard among American shooters for their comfortable ergonomics, remarkable safety features, intuitive sighting

system, amazing accuracy and extreme reliability.

Both pistol series feature polymer frames with a high grip and low barrel axis that mitigates muzzle rise, as well as a grip angle designed for a natural point of aim. The frames include Picatinny rails for mounting illumination and laser-aiming devices. An integrated trigger safety with a Reset Action System trigger requires positive finger pressure to operate the double-action-only design. The striker-fired pistols also incorporate a keyed safety lock.

The SRP for both the M-A1 and S-A1 is $649.

Steyr was established in Steyr, Austria, in 1864, making it one of the world’s oldest firearms manufacturers. Long known for its SBS actions and coldhammer-forged barrels, Steyr is also the U.S. importer for Merkel firearms and Anschutz precision rimfire sporting rifles.

Customers and dealers hoping to learn more about Steyr—the history of the company as well as its new M-A1 and S-A1 Reset Action systems—are encouraged to visit steyrarms.com.

Accuracy That Is Off the Chart

With an expanded range of ballistic charts, the Eliminator significantly extends the range and accuracy of centerfire and rimfire rifles, muzzleloaders and slug guns. Now, nothing is safe from the Eliminator.

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0211_newsbriefs.indd 12

y uall

, Gund y n A Loa Any Virt

1/19/11 9:06:12 AM

Redneck Blinds Offers Durable Towers for Solo or Group Hunts Redneck Blinds, manufacturer of 100 percent fiberglass blinds, recently introduced the Buck Tower, a 4-by-4-foot gun blind that is specifically designed for the solo hunter. According to the company, the design and construction of the Buck Tower are intended to deliver solo hunters with “a comfortable, quiet hunting experience.”

In addition, Redneck Blinds introduced the Stalker, a larger blind for non-solo hunting. The 4-foot-by-6-foot Stalker is fiberglass-constructed, and suitable for two adult hunters.

The fiberglass construction of Redneck Blinds not only gives the structures a degree of durability, but the material is also substantially sound-tight. The fiberglass molded exterior is composed of a UV-protected gel coat that won’t peel or fade. Such construction makes the blinds virtually maintenance-free.

0211_newsbriefs.indd 13

The tempered automotive glass windows feature hinges for opening and closing. In addition, the blinds feature a one-piece roof for a weather-tight finish, and a high density, recycled foam floor for quiet cushioning while waiting for the animals to arrive.

Stands, offered in 5-foot or 10-foot designs, can also be purchased with each blind. The stands are composed of heavy, black, powder-coated bent iron for support. A porch, part of the stand, allows easy access to the blind. A one-size fastener eliminates the need for tools and quickens assembly.

Headquartered in Lamar, Missouri, Redneck Blinds strives to combine ease of construction with product durability.

Other blind offerings from the company, like its Predator blind, can be viewed along with the Buck Tower and the Stalker at redneckblinds.com.

The fiberglass construction and iron stands make Redneck blinds durable.

1/19/11 9:06:14 AM

NEWS BRIEFS

Mossberg Introduces Triple Crown Program O.F. Mossberg & Sons, a leader in the design and manufacturing of hunting, shooting sports, military and law enforcement firearms for more than 90 years, announced its three-tier Triple Crown Dealer Program, which provides special offers and incentives created to increase sales and profits. The program is designed to motivate and reward sales personnel as well as raise consumer knowledge of Mossberg products.

The Stocking Dealer Purchase Program offers the dealer free firearms with multigun package purchases, built to increase sales and profitability. This program is limited to a one-time purchase (per store location, per program year) with no limit on the number of packages purchased at that time. Dealers can choose from 10-, 20- or 30-gun packages. Plus, with any package purchase, the dealer will receive the bonus point-of-sale materials that come with being a Triple Crown Dealer. The program was started in November 2010 and will run through September 2011.

MADE IN THE U.S.A.

USINg U.S. & IMporTED pArTS

There are other programs as well. The Dealer Sales Associate Incentive Program and Xtreme Training Experience are intended to reward dealer sales associates for selling more guns. Grand prize winners will enjoy a two-day “Xtreme Training Experience” at the world-famous U.S. Training Center (formerly Blackwater) in Moyock, North Carolina.

This “Xtreme” experience will include safety and hardware briefings and live-fire training with shotguns, pistols and carbines, Blackwater Series shotguns and other Mossberg shotguns, and rifles and Mossberg Performance Jackets. The program runs through May 2011.

Finally, the third-tier, the Point-of-Sale Support Package, increases visibility and awareness at the sales counter and provides support for a new selection of Mossberg firearms. Dealers who purchase any multi-gun package in the Stocking Dealer Purchase Program can receive Authorized Triple Crown Dealer premium items ranging from banners to window decals.

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0211_newsbriefs.indd 14

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6 -5 R S T o re p u fls a ith w

“Guns 2011” Correction The following guns were misidentified in the January issue of SHOT Business. They appear here with the correct identification.

CZ-USA Clockwise from

top: CZ 75 9mm Checkmate LTD is for use in Limited Class competition; CZ 75 9mm Checkmate Open is configured for Open Class competition; CZ 75 SP-01 is available in a two-tone finish from CZ’s Custom Shop.

Winchester

The Model 70 Featherweight Compact (center) is designed for smallerframed shooters. It uses the pre-’64 controlled-round feed system.

The 1894 Sporter AE (left) will appeal to Cowboy Action shooters. The 1886 Short Rifle (right) comes in .45/70 Govt.

Ruger The Ruger 10-22 (top) is fitted d with a flash suppressor. The SR-556 (above) will now be available in the 6.8 SPC chambering.

®

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0211_newsbriefs.indd 15

Always A Plus At Any Show

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1/19/11 9:15:29 AM

BN_027779_SHB0311.indd 1

1/18/11 10:57 AM

FROM THE NSSF

U P D AT E

BY STEVE SANETTI

History Made in First 50 Years Golden anniversary marks the start of more NSSF achievements One of the truly frightening things about the fact that the NSSF is celebrating its 50th anniversary in 2011 is the realization that I’ve been directly involved with the shooting industry for 32 of those years, and that I took up shooting in earnest in 1962— one year after the NSSF’s beginning!

I have the honor of helping to carry on that legacy today, along with more than 40 full-time NSSF employees and 6,000plus members, most of which are the most prominent manufacturers, wholesalers, retailers, ranges, gun clubs, conservation groups, hunting safety advocates and outdoors media representing the firearms, ammunition, components and related industries.

All this came about just after the middle of the 20th century, when industry giants such as Warren Page (Field & Stream), John Olin (Winchester), Bill Ruger (Sturm, Ruger & Co.) and others decided that American hunting and responsible shooting sports traditions needed to be promoted, protected and preserved, so that future generations of shooters could enjoy their wholesome and very real benefits.

Now, in recognition of 50 years of success in accomplishing that mission, the

goal—to be the trade association of a vibrant industry.

From the original film strips of “What They Say About Hunting” and “The Un-Endangered Species” (the first to receive widespread school distribution), to the first National Hunting and Fishing Day in 1971, to promoting the use of hunter orange and the basic rules of firearms safety and seeing a dramatic decline in the number of firearms accidents, the first decades of the NSSF started the ball rolling.

Next came innovative programs such as the Sportsman’s Team Challenge, Summer Biathlon and, of course, the SHOT Show, which is now the 13th largest trade show in North America.

More recently, we instituted Project ChildSafe, “Don’t Lie for the Other Guy,” the Heritage Fund (which helped to successfully defeat politically motivated lawsuits intending to hold manufacturers of lawfully sold, non-defective firearms liable for the criminal misuse of their products), the Scholastic Clay Target Program, STEP OUTSIDE, First Shots, Families Afield, the Modern Sporting Rifle Campaign, Wheretohunt.org, Wheretoshoot.org and many others.

Just in the past year, we added even

The NSSF’s success is only possible with the help and support of our members.

NSSF has created a publication, authored

by Doug Painter, our former president and retiring senior advisor, entitled, “The National Shooting Sports Foundation— A History 1961–2011.”

In this attractive publication, which traces the NSSF’s history through our management programs and personalities during the last half-century, you can see why we have been so successful. Someone comes up with an idea; others kick it around and refine it; we launch it, evaluate it and change it as circumstances and our members require, all with a single

more new programs, such as Hunting Works for America, saw Excise Tax Reform legislation signed into law, fought off a proposed ban on all traditional ammunition, launched “Pull the Trigger” (to get new firearms owners to become active sports shooters) and created range grant partnerships. Working with state fish and wildlife agencies, we have worked hard to promote Sunday hunting, which in this age is often the only day that family members can spend quality time together.

This year, we will amplify First Shots into its “2nd Round,” courtesy of very

generous donations of firearms and ammunition from our members.

We will begin a “Take Me Hunting—Take Me Shooting” ad campaign in earnest; convene a Shooting Sports Summit to showcase to our industry and state agencies genuine “Models of Success” that have had proven results in recruitment, retention and improved access; launch a “Thank You for Hunting” campaign to remind hunters and non-hunters alike that the greatest tool for wildlife conservation during the last 75 years has been consumers purchasing firearms and ammunition; and will continue to fight needless restrictions on the firearms trade on the state, national and international levels.

All of this is only possible with the help and support of our members, who have our profound thanks.

We’re halfway through our first century of success—and we have no intention of stopping now!

Steve Sanetti

President and Chief Executive Officer, NSSF FEBRUARY/MARCH 2011 ❚ SHOT BUSINESS ❚ 17

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u p d at e

from the nssf

Doug Painter to Retire from the NSSF After 37 Years of Service

D

oug Painter, former president and chief executive officer and the NSSF’s longest-serving employee, will retire on March 31, 2011.

Currently senior advisor and trade liaison, Painter has enjoyed a distinguished career at the NSSF, spanning 37 of the organization’s 50 years.

Appropriately, one of his most recent tasks was to author “The National Shooting Sports Foundation: A History 1961–2011,” a publication marking the NSSF’s golden anniversary and a chronicle of the organization’s achievements, many of which Painter witnessed first-hand.

“It’s been a great privilege,” said Painter, “to play a role in helping to sustain and strengthen America’s sporting traditions over the past four decades.

Much has changed over the years, but the importance of investing in the future of our outdoors heritage has not. I look forward to continuing to remain active in such efforts.”

The NSSF recognized Painter for his

After retirement, Doug Painter plans on spending more time with his family, but will remain active strengthening America’s sporting traditions.

many contributions to the NSSF and the industry at the State of the Industry Dinner at the Shooting, Hunting and Outdoor Trade (SHOT) Show in Las Vegas in January.

“I’ve had the privilege of knowing Doug and working with him for thirtyone event-filled years, and throughout some pretty trying times he has remained a stalwart source of good humor, sound advice and creative advocacy for our cause,” said Steve Sanetti, NSSF president and CEO. “He leaves some pretty big shoes to fill at the NSSF, but I’m confident that those who remain will have profited greatly from Doug’s wisdom and will continue to fulfill his vision for the NSSF as the premier industry trade association. That magnificent voice will echo around here for a very long time!”

Painter plans to stay involved in efforts to promote the sporting activities that have meant so much to him, while also spending more time with his wife, Susan, and their sons, family and grandchildren in one of their favorite places, Nantucket Island.

NSSF Helps Update SHOT Business Website Readers of SHOT Business now have 24–7 access to the magazine’s many articles on the newly redesigned and upgraded website, shotbusiness.com. The National Shooting Sports Foundation, which owns the magazine and has it published through an agreement with Bonnier Corporation, has worked with Bonnier personnel to revise the magazine’s website to provide more timely updates and a full e-version of the current edition.

“The new and improved SHOT Business website will allow firearms retailers to keep up with all that the magazine has to offer from their store, home or while on the road,” said Slaton White, the magazine’s editor. “The NSSF has done a fine job of making the site a true extension of the magazine.”

The contents of SHOT Daily, the affiliated publication of the Shooting, Hunting and Outdoor Trade (SHOT) Show, are also available at shotbusiness.com.

The contents of current and archived issues of SHOT Business magazine are available at the magazine’s newly redesigned website, shotbusiness.com.

18 ❚ SHOT BUSiNeSS ❚ february/march 2011

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1/18/11 1:37:36 PM

NSSF Awards Grants to 36 Colleges

T

he National Shooting Sports Foundation has awarded 38 grants—a record number—totaling $190,000 to help both new and existing collegiate target shooting programs flourish.

Just two years old, the NSSF’s Collegiate Shooting Sports Initiative has helped establish competition and club shooting opportunities at colleges across the country—from Harvard to Clemson and the University of Vermont to Montana Tech. This latest round of grants will support programs in 36 schools.

“It’s gratifying to see collegiate shooting and the Collegiate Shooting Sports Initiative growing at such a fast rate,” said Zach Snow, NSSF’s manager of shooting promotions. “That tells us the NSSF is on the right track in providing funding that makes it possible for men and women to continue target shooting during their college years.”

Several Collegiate Shooting Sports Initiatives have already been proven successes. For example, a new shooting program debuted last fall at Stetson College in Deland, Florida. Formed with encouragement from the Flagler Gun Club, plus the school’s athletic director and

several enthusiastic students, Stetson’s program now has 40 students participating, about half on the varsity team and half at the club level.

Stetson’s success is a good example of how gun clubs work with nearby colleges to support their target-shooting programs.

Flagler Gun Club even created a special low-cost student membership rate so that students could participate at this members-only facility.

The NSSF has long supported youth

shooting programs for the Boy Scouts of America and 4-H and through the Scholastic Clay Target Program. The Collegiate Shooting Sports Initiative works to provide a seamless “next step” for those who want to continue participating in the shooting sports, just as studentathletes do in other sports.

For assistance on getting a collegiate target shooting program started or for information on applying for a future NSSF grant, visit nssf.org/college.

First Shots Hosts Can Get Five Free Rifles presenting First Shots seminars, schedule your Keystone Sporting Arms, the Milton, Pennsylvania– 2011 events now. If you are a range that hasn’t based manufacturer of youth-model firearms, yet come on board, now’s the time to become a has provided 1,000 youth rifles to be distributed to First Shots host. participating First Shots shooting In addition to the generous ranges. “Keystone Sporting Arms cooperative advertising reimbursebelieves in firearms safety and ment to which First Shots hosts getting youth started with the are always entitled, an additional right equipment to ensure the best co-op ad program has been experience,” said Bill McNeal, built into this special Keystone Keystone’s owner. promotion.

In keeping with that sentiment, Keystone Sporting Arms has First Shots is the National sets of five Crickett and Chipmunk provided 1,000 youth rifles to be Shooting Sports Foundation’s .22 rifles are being distributed to the distributed to the first 200 shootprogram designed to help ranges first 200 ranges that commit to ing ranges to commit to presentintroduce people of all ages to presenting two First Shots seminars ing two First Shots seminars. target shooting. in 2011, of which at least one must To learn more about how to host a First Shots be specifically geared to parents and youth. seminar, visit firstshots.org.

So, if you are a shooting facility that has been february/march 2011 ❚ SHOT BUSiNeSS ❚ 19

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1/18/11 1:37:38 PM

NSSF DELIVERS VALUE NSSF RESEARCH NSSF’s industry research and analysis experts support members with timely statistics, reports and studies of current issues. Updated versions of the Industry Reference Guide and Industry Intelligence Reports collect important research and present it with eye-popping graphics.

Monthly Survey Tracker/Market Indicator and adjusted NICS figures and quarterly FAET data and import index figures are other examples of information available to members. The list of valuable research offered to members, including customized market reports, is extensive and impressive.

N

ONE MEMBER’S EXPERIENCE Member: Dave Kern, sales/customer service manager Business: Mayville Engineering Company (MEC), Mayville, Wisconsin

Dave Kern D n

Description of Business: “Mayville Engineering Company was started in 1945 in a small garage in downtown Mayville with the initial dream of making parts for other companies. The founder of MEC and his wife had a passion for the shooting sports, so in 1956, they began manufacturing their own line of shotshell reloaders. In 1966, MEC introduced the 600 Jr., the world’s number-one-selling shotshell reloader.

Today, MEC manufactures eight models, from the simplest single-stage reloaders to our highly progressive models.”

Experience with NSSF Research: “When looking for industry trends and any statistics related to the shooting sports, we always go to NSSF Research for this information. It has the resources to gather all this information and is willing to share it with its members. Over the years, this has saved us a great deal of time and has allowed us to concentrate our efforts in certain areas. The NSSF helps us to better understand our customers, which is vital to our continued success.”

Value of NSSF Membership: “When we think of the NSSF, the first thing that comes to mind is the programs it offers. From STEP OUTSIDE to First Shots to Families Afield to Finding a Range—where would our industry be today without them? They have all played a vital role in expanding our customer base and providing a brighter future for our sport. We have also been an exhibitor at the NSSF-owned SHOT Show since day one. The SHOT Show has given us the opportunity to showcase our product line, introduce new products and talk face-to-face with our U.S. and foreign customers. The NSSF is truly an organization with which we can be proud to be associated and that is crucial to the continued growth of our industry.”

Interested in NSSF Membership?

Promoting the great American tradition of hunting and shooting is what the National Shooting Sports Foundation is all about. For our members, it’s more than a sport; it’s a way of life. Join the more than 6,000 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit www.nssf.org/shootingformore or contact Bettyjane Swann, NSSF director of member services, at 203-426-1320 or bswann@nssf.org.

WWW.NSSF.ORG 20 • SHOT BUSINESS • MONTH 2010

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1/19/11 9:51:32 AM

from the nssf

by ra n dy c l a r k , n ss f m a n ag i n g d i r ecto r

u p d at e

Yo u S H o u l d K n o w

Free Retailer Education Seminars A helpful program delivered to your region

R

ecognizing and being proactive to the needs of the firearms dealer has been a longstanding focus of the National Shooting Sports Foundation (NSSF), the trade association for the firearms and ammunition, hunting and shooting sports industry. In the year 2000, the NSSF developed a strategic plan with the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF) and the National Instant Criminal Background Check System (NICS) to bring to the dealers an education and training program. Since November 30, 1998, information sharing and training has been one of the top priorities of NICS. Part of the formula’s plan would be to offer these training programs to the dealers for free.

In addition, during the FFL seminar, a training session is conducted on the NICS processes, and representatives are on hand to answer questions pertaining to the firearms background check The presenters would roll out this easily accessible and offers excellent process. program to different locations and invite facilities. Invitations are mailed to each The concluding portion of the seminar the dealers in the area to participate in FFL in the area, and the seminar is set up for questions and answers, so by the day’s activities. Major and minor announcements are also posted on the day’s end everyone has had a chance to metro areas were selected for the semiNSSF website. ask questions in a group environment or nars. The formula for this one on one. strategic plan must have In addition to the inforhad the right mix because, mation that is presented, 10 years later, the NSSF, the dealers have a great ATF and NICS have preopportunity to network sented nearly 75 seminars with fellow dealers. The across the United States. dealers seem genuinely The average attendance appreciative of the efforts has gone up at each semithat go into the seminars, nar every year, and 2010 and they appear to be very was no exception, as the hungry for the information average seminar hosted that is presented. more than 120 dealers.

The seminar planning The ATF identifies the schedule is already under locations by working diliway, and several cities have gently with its field offices been targeted for 2011. The The NSSF takes great pride in hosting information-sharing to determine geographic NSSF and the ATF are and training seminars in a location that is easily accessible and regions that would be best totally committed to conalso offers excellent facilities. suited for the seminars. tinuing this program to The 2009 and 2010 efforts serve the needs of the dealThe seminars are scheduled to largely concentrated on the ers. The NICS section is proud to be run a half-day. The seminar is Southwestern region of the United involved with the NSSF and to serve the jammed full of topics and information States. Typically, the NSSF and the ATF firearms community, and will continue to specifically designed to benefit the will host eight seminars per year. The provide information-sharing initiatives in NSSF funds the entire Retailer Education dealers. Topics such as Regulatory the upcoming years.

Requirements, Straw Purchases, “Don’t Seminar program and coordinates the Go to “For Retailers” in the Industry secLie for the Other Guy,” Firearms Tracing tion of the NSSF website, nssf.org, for a scheduling and facility location for each and Security of Inventory are presented seminar. The NSSF takes great pride in schedule of seminars in 2011, which will be

by ATF personnel and industry liaisons. hosting the seminars in a location that is posted as seminars are announced. february/march 2011 ❚ SHot BuSineSS ❚ 21

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at f Q & a

In-Home Service

Can I prepare paperwork in and deliver a firearm to a customer’s residence?

I have an elderly customer who cannot leave his home. I have a gun in my store that he wants to buy. Can I go to his house, fill out all the paperwork, call for a background check and deliver the gun to him, providing that all the background checks clear?

q

Federal Firearms Licensees

A

(FFLs) are required to conduct business from their licensed “business premises.” Licensees may not conduct firearms transactions from locations other than their licensed premises,

I must note the physical markings on the firearm. Is there a standardized list of markings that I should look for to write in my a&D book?

Unfortunately, marking requirements that existed before 1968 did not apply to all firearms. Many of the firearms manufactured and imported prior to 1968 bear no serial numbers or other markings. Licensees who receive these firearms should note in each descriptive column in the acquisition record the physical markings that appear on the firearms. If no serial number was

A

I’ve reported a lost firearm. I’ve done all the necessary paperwork and notifications. Now, I’ve found the firearm.

What is my course of action?

q A

FFLs who report a firearm as missing and later discover its whereabouts should advise the ATF, as well

The procedure varies, depending upon the firearm and the situation. However, an ATF Form 4473 and a NICS background check must be completed in each situation. In addition, any state laws regarding pawn transactions must be followed.

Some examples: (1) Pawnbroker and nonlicensee are residents of the same state: The pawnbroker may return a handgun or long gun to either the person who pawned it or a holder of the pawn ticket who resides in the pawnbroker’s state.

(2) Pawnbroker and nonlicensee are not residents of the same state: a. The pawnbroker may return a handgun only to the person who pawned it. b. The pawnbroker may return a rifle or shotgun to the person who pawned it. c. The pawnbroker may transfer a rifle or shotgun to the holder of a pawn ticket who did not pawn it, provided the transaction complies with the law of the state where the pawnbroker’s business is located and the law of the state where the pawn ticket holder resides.

A

as their local law enforcement agency, that the firearms

have been located. The ATF can be contacted at 888-930-9275.

In addition, once the firearms are located, they must be re-entered into the Acquisition and Disposition (A&D) record as an acquisition entry.

with the exception of gun shows or other events dedicated to the sporting use of firearms and held in the state where the FFL’s premises is located.

Thus, an FFL who locates purchasers by other means must complete the transaction and all required paperwork at the business premises indicated on the FFL’s license.

I have received a gun on trade. the gun was made before 1968 and has no serial number. It is stated that

q

placed on the firearm, it should be specifically noted that “Firearm has no serial number” or recorded “NSN.” Remember, however, it is illegal to remove or alter a firearm’s serial number, and a licensee should report such a firearm to the nearest ATF office. Refer to the ATF P 3317.2, Safety and Security Information for Federal Firearms Licensees.

What is the procedure for a licensed pawnbroker to return a firearm?

q

Upon the transfer of a gun to a resident in another state, I have to ship the firearm to a licensed dealer in that state.

When completing the transfer, should the acquisition and Disposition book have the customer’s name in it or the dealer to whom I sent it?

q

For sales requiring the firearm to be transferred to another FFL in the purchaser’s state of residence, the licensee to whom the firearm was shipped should be recorded. The instate FFL would then have the purchaser complete an ATF Form 4473 and conduct a background check in compliance with the Brady Law. Upon approval of the background check, the purchaser will take delivery of the firearm from that dealer.

A

22 ❚ Shot BuSineSS ❚ february/march 2011

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1/14/11 1:02:06 PM

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BN_027837_SHB0311.indd 1

1/18/11 11:06 AM

FyI

by scoTT besTul

Selling Handguns to Women If all you recommend is “light and small,” you’re probably not doing it right

D

an Abbott is often responsible for cleaning up the messes retailers make. Well, at least the particular mess that goes like this: Female shooter enters shop, looking to purchase her first handgun. Well-intentioned retailer sizes up customer and recommends a small, light sidearm that will fit the shooter’s (relatively) small, light frame. Customer leaves the shop happy—until she visits Abbott, owner of Oregon Firearms Academy, a Seattle-based training center where people can go to learn to shoot the guns they buy.

Many manufacturers are now producing special downsized models for women, some of which can be had in pink. But the most important feature should be fit, and sometimes a small handgun truly isn’t the right choice. Fit the gun to its intended purpose and the hand of the shooter.

“Of course it’s intuitive to sell a gun like that to a female, or even an older shooter,” Abbott says. “But retailers aren’t always there for the application—or use— of the gun. I know, because I used to be a retailer. And now I’m a trainer, so I’ve seen this from both sides.”

According to Abbott, there are several reasons why a light, small sidearm might not be the right choice for a small-framed shooter. Among them: • “Lighter guns tend to have sharper recoil,” he says. “This automatically makes it more difficult for any shooter—but particularly an inexperienced one—to control the firearm.”

• “Small handguns often have rudimentary sights that, like the gun itself, are small and tough to acquire.”

• “The reduced surface area of a smaller

handgun makes the controls, such as a slide action, tougher to manipulate.”

• “Because the gun is so small, it makes it very difficult for the shooter to maintain an effective two-handed grip.”

• “Small handguns usually lack a slide stop, which allows the shooter to manually lock the slide to clear a malfunction or jam.”

• “The triggers on these guns are typically heavy, and to add insult to injury, many of the small, light guns are anything but inexpensive.”

Combine enough of these factors, Abbott contends, and you have a recipe for an unhappy customer. “I’ve seen this happen over and over,” he stresses.

“Women buy one of these guns—or their husband buys it for them—and after one day of training with us, they regret the purchase.” As an upbeat, positive-thinking sort, Abbott stresses that such situations are simple to avoid. Here are his basic recommendations for fitting a handgun to a female shooter.

• “Our primary job is to match the intended purpose of the firearm to the shooter,” he says. “If it’s home- or selfdefense, you go one route. If it’s target or hunting, another.”

• “Reliability is critical,” he contends.

“Help the shooter narrow the list to guns with a sound track record. You rarely go wrong with LE standbys.”

• “Insure a proper fit. The gun has to fit the shooter’s hand so that she can shoot with both a single and a two-handed grip,” he says. “She should also be able to manipulate the safety and action with just the gun hand.”

• “Caliber selection should be last, but with most shops, it’s the first. For selfdefense, .380 is the absolute minimum.”

• “Encourage female shooters to seek out a competent training course beyond basic conceal-carry classes.”

the Couple that Shoots together…

As shooting becomes an increasingly popular “couples” activity, Dan Abbott has become convinced that equipping everyone with similar—if not identical—guns has obvious benefits. “There’s a lot of wisdom in a husband/wife team buying the same gun,” he says. “That way you have identical ammo, the same magazines, the same spare parts, the same holsters and accessories. It obviously cuts down a lot on expense, but there are other advantages. If there is ever an emergency situation and someone has to go for a firearm, they will be totally familiar with it regardless of whose gun they wind up with.”

24 ❚ Shot BuSineSS ❚ february/march 2011

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1/14/11 1:01:30 PM

Shotguns aren’t supposed to be small. And small revolvers aren’t supposed to

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deliver devastating firepower. The new Taurus Judge Public Defender Polymer

Load any combination of .410 GA 2.5” shotshells or .45 Colt for versatile personal protection.

combines the best of both worlds with .410 GA 2.5” shotshells or .45 Colt ammunition in a scaled down version of the popular Taurus Judge that can travel with you.

www.TaurusUSA.com

FREE one-year NRA membership with the purchase of any new Taurus firearm.

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B y S l at o n l . W h i t e

Remington’s Versatile Versa Max

Armed with a new—and incredibly simple—gas-piston operating system, Remington’s new autoloader is ready to make a statement

E

ven though Remington is one of the hallowed names in American firearms, the manufacturer knows it can’t survive forever on endless iterations of Models 700, 870 and 1100.

That’s one reason the company became an early adopter of hunting versions of the modern sporting rifle. But when it turned to a new autoloader a couple of years ago, the company stumbled badly. The much-heralded CTI 105 ran aground, mainly because it failed to feed and cycle reliably.

The new Versa Max feeds and cycles reliably. During the author’s Argentina dove hunt, his party expended 48,000 rounds without a major malfunction.

Last summer, however, Remington took a giant step forward with the introduction of the new Versa Max autoloading 12-gauge shotgun. The heart of the gun is the patented VersaPort gas-piston system; it consists of seven gas ports and two gas pistons that work in tandem to achieve dependable cycling no matter which length shell is used. This is a critical feature, as many hunters want a semi-auto that can handle 2 ¾-, 3- and 3 ½-inch shells reliably.

And since there are only two moving parts—the pair of pistons—the gun should prove to be very reliable in the field. It will also be a whole lot easier to clean.

Initial offerings included a 28-inch black synthetic version with custom gray overmolded grips and a 28-inch Mossy Oak Duck Blind full-camo version with black overmolded grips. Both the 26-inch and

28-inch black synthetic models come with five Flush Pro Bore chokes (Full, Mod, Imp Mod, Light Mod and IC), and both camouflaged versions come with four Pro Bore Extended choke tubes (IC, Mod, Full and Extra Full). All models feature a softtouch finish on the stocks and forends.

Other features include a TriNyte-coated barrel with nickel-plated bore (camo guns

have nickel-plated barrels and bores with a camo outer layer), nickel-Teflonplated internal gas system components, a stainless-steel magazine tube, an aluminum action tube and nickel-plated springs. To improve grip in bad weather, the soft-touch synthetic stock uses rubber overmolded grip panels in the stock and forend. In addition, a larger trigger guard and an oversize cross-bolt safety improve functionality when the shooter is wearing gloves.

Remington knew this gun had to feed and cycle reliably. Would it? I had an opportunity to find out on a dove hunt in Argentina. Our eight-man group shot just under 48,000 rounds in four days. The malfunction rate worked out to 0.131 percent. As low man on the totem pole (4,225 rounds), I experienced just two failures to feed in four days. This kind of sustained shooting tends to reveal a gun’s flaws very quickly, typically cycling or recoil issues. I couldn’t find any.

Simply put, this is a 12-gauge that shoots more like a 20-gauge. That’s due, in part, to the gas-piston system, but also to the design of the SuperCell recoil pad, which completely tames felt recoil.

Remington also includes an adjustable length-of-pull spacer kit as well as interchangeable padded cheek comb inserts, so a shooter can customize the fit. After the first day of shooting I switched out the standard insert and put in a higher comb to give me a better sight picture. The swap is dead-nuts simple and can be done without tools. SRP: $1,399 to $1,599.

(800-879-7224; remington.com)

Closing the Sale

Long-time Remington owners will no doubt experience sticker shock when they look at the Versa Max. Emphasize that the Versa Max comes with Remington’s Platinum Service Plan. Free to all who participate, the plan includes one courtesy cleaning and detailed inspection within the first 12 months of purchase, seven-day turnaround on all repairs and free shipping on all warranty repairs.

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undercover shopper

Harvesting an MSR in the Heart of Elk Country

Sometimes getting the right gun is the hardest part of the hunt

N

estled against the western slope of the Rocky Mountains, halfway between Denver and Salt Lake City, Grand Junction, Colorado, is arguably one of the busiest elk towns in the country. Each year, thousands of people pour into Grand Junction en route to the plentiful elk populations across the western half of the state.

Store A This store, an independent retailer well known across western Colorado, was once the go-to source for everything from hunting and photography to skiing and Little League. It was obvious when I walked through the door, however, that either the focus of the store had shifted or the additions of the big fish to the relatively small pond had taken its toll on the business.

The store was nearly empty—and so were its gun racks. Despite this, the sales associate was friendly as he explained that, unfortunately, they didn’t have any MSRs in stock. That did not deter him, however, from offering his advice on the pros and cons of using one to chase elk.

He took the time to relay his experience with the rifle and covered both positive and negative aspects without being judgmental. The only hole in his customer ser-

vice was that he never offered me the option (if there was one) of ordering one for me. Other than that, I couldn’t have been more impressed with his customer service—especially considering he didn’t have a single rifle to show me.

Store B Grand Junction’s other well-known independent retailer is located in a small strip mall on the opposite end of town from the two national chains and the other local sporting-goods store. Instead of carrying a wide selection of sporting goods, this store focuses almost exclusively on firearms and shooting accessories, and its selection of rifles in general—and MSRs in particular—was extensive.

There were several employees working, but despite the relatively light weekday traffic, the only one who acknowledged my presence at the gun counter was an associate who was already helping someone else. He called over another employee, who quickly pulled two rifles off the shelves and handed them to me with very little explanation of what they were or how they would meet my needs. This trend continued, and I began to under-

stand how a dentist must feel as he forcefully removes teeth from an unwilling patient. The employee obviously had a strong knowledge of firearms, but the only way I got any information from him was by asking extremely leading questions.

I even had to point out other options and inquire about them before he bothered to pull any off the shelf. I got the distinct impression that I was more of a nuisance than a potential customer. Despite the selection and the associate’s knowledge, I couldn’t get out of the store fast enough.

Store C The first national retailer I visited was a chain that has retail outlets scattered primarily throughout the West. I was greeted immediately by a friendly clerk who showed me three different options. He didn’t have first-hand experience hunting with an MSR, but he said so up front. He did, however, have a good deal of information about the rifles (he was the only clerk who not only explained how easy they are to clean, but actually demonstrated it), and he took the time to discuss the advantages and disadvantages of using them in a hunting situation. He even suggested the

pixel pushers

It took national retailers some time to discover this hidden gateway to elk country, but relatively recently two of the biggest national sporting-goods retailers have moved into the town, which had previously been serviced by only a couple of independent outlets. In my quest to find a suitable modern sporting rifle to take elk hunting, I visited both the national retailers and the local independents. I gave no indication of my experience level, only that I wanted to get an MSR to hunt elk.

The results were a bit surprising.

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names of a few local hunters he knew who could provide more information and insight about using MSRs to hunt elk.

Store D The newest addition to the Grand Junction retail hunting market is also one of the largest players in the country. As expected, its selection far surpassed any of the other retailers, but I was a bit surprised that, despite the number of sales personnel who

weren’t assisting other customers, it took some time for anyone to offer to help me.

The employee who finally did assist me was friendly and helpful, showing me a couple of options, from the high end to the more reasonably priced. I could tell that he had a strong theoretical knowledge of firearms, but as our conversation went on, I began to discover some discrepancies in the information he was providing, and it made me doubt the accuracy of his advice.

It was obvious that he wasn’t a big fan of

the platform—especially for hunting applications—and he allowed that personal bias to come through as he continually tried to steer me toward a bolt-action or a singleshot option. At one point, he even pulled a blackpowder rifle off the rack to show me.

I continued to inquire about the MSRs, however, and after more prodding about additional options, he found two other rifles on the rack to show me. Ironically, one of those options was the one I would have purchased.

how’d they Do? Customer Service

Product Knowledge

Product Availability

The sales associate took the time to answer questions and offer advice, and didn’t make me feel rushed, even when another customer stepped in line behind me.

he was well aware of the advantages and disadvantages of using Msrs in hunting situations. Of all the salespeople i spoke with, i trusted his opinion the most.

no stars i would have wanted to buy a new rifle from this store, but unfortunately, they had none to sell. even if the sales associate had offered to order one for me, i think most people would be hesitant to make a purchase sight unseen.

how dare i interfere with his time and inconvenience him like that with my silly questions?

i could tell that he had an extensive knowledge of firearms, though it was hard to tell how deeply it extended to Msr-platform rifles because of his reluctance to offer up information without being prodded.

The store carried a selection of Msrs nearly equal to that of the national retailers.

The sales associate gave me the kind of friendly, local customer service you’d expect to find only from an independent retailer.

Although he didn’t have a vast amount of practical experience, i appreciated that he admitted that up front. And he made up for it with his understanding of the major selling points of Msr-platform rifles.

The store carried a wide selection of Msrs, including several options in .308.

Despite the fact that sales associates were standing at the counter, it took a while for anyone to offer to help me. The one who did, however, was friendly and accommodating.

inconsistencies made me doubt his actual knowledge, and the fact that he wasn’t aware of the different options in the gun racks behind him that would fit my needs was a little disappointing.

From the high-end models to the more common options, this store beat everyone else on product selection.

store

A

store

B

store

C

store

D

SCoRing SyStEM: Outstanding:

Very Good:

Average:

Winner: store

C

i was a bit surprised that the national chains beat out both the local stores, who i assumed would be pulling out all the stops in the face of increased competition.

Although store A could have swept the competition if it had even a little inventory on hand, it was store C’s wide selection and the sales associate’s candor and willingness to share all that he understood about the rifles that put them a step ahead of the competition.

Sportsman’s Warehouse 2464 highway 6 & 50 Grand Junction, CO 81505 970-243-8100 sportsmans warehouse.com

Fair:

poor:

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photo credit

30 ❚ Shot BuSineSS ❚ february 2011

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PtiCS

2 11 1 From budget-priced binoculars to high-end riflescopes, shooters will find a lot to like in 2011 || By Robert Sadowski

It’s a sure bet that when singer Johnny Nash recorded “I Can See Clearly Now” in 1972, he wasn’t thinking about optics. And yet... thanks to state-of-the-art advances in optical technology, hunters and shooters can clearly see a whole lot better now than they could just a few years ago. These days, even price-point optics offer budget-minded shooters decent glass, and the products at the

photo credit

high end can deliver performance that boggles the mind. Here’s a look at what’s new for 2011.

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AIMPOINT Designed specifically for use on LE carbines, the Patrol Rifle features a 30mm tube, a band-pass coating that allows use of all generations of night-vision devices and a 2 MOA red dot. (703-263-

Bushnell’s Chuck Adams BowHunter laser rangefinder (left) features Angle Range Compensation. Barska’s AR6 scope has side parallax adjustment.

9795; aimpoint.com)

$49 ltidi

The 2.5–15x56mm AR6 scope (SRP:: $499)) u has a 1-inch tube construct, fully multicoated optics and a mil-dot reticle, an and iss built to withstand recoil from large-caliber rifles. It features side parallax adjustment and the Accu-Lock system that locks the inner tube to keep the scope zeroed. Flipup scope caps are included. (888-6666769; barska.com)

BUSHNELL OUTDOOR PRODUCTS The Bone Collector scope series now includes a 3–9x40mm with the DOA (Dead on Accurate) 600 for centerfire rifles and a 3–9x40mm DOA 250 for inline muzzleloaders. Both allow users to quickly and easily choose the proper crosshairs that correspond to the distance they are shooting. The DOA 600 is calibrated out to 600 yards; the DOA 250 to 250 yards.

The BowHunter Chuck Adams Edition laser rangefinder (SRP: $199.99) is

designed specifically for bowhunters and features Angle Range Compensation (ARC) technology, which determines the true horizontal distance from 5 to 99 yards when shooting uphill, downhill or from a tree stand. Also endorsed by Chuck Adams is the 10x42mm Chuck Adams binocular (SRP: $209.99), featuring fully multi-coated optics with BAK-4 prisms and PC-3 Phase Corrective Coating for superior resolution and clarity. They have a rubber-armor coating in Advantage Max-1 camouflage. The Elite 1600 ARC laser rangefinder (SRP: $499.99) reads distances from 5 to 1,600 yards. The new Vivid Display Technology makes it easy to read even in low-light conditions. It comes with ARC and Variable Sight-in distance (VSI), which allows shooters to set the holdover/bullet drop information for their rifle’s zero and select between 100-, 150, Designed for use on LE carbines, the Aimpoint Patrol Rifle is a 2 MOA red-dot sight. A bandpass coating allows the use of all generations of night-vision devices.

200- and 300-yard sight-in distances.

The 2–6x32mm Elite handgun scope (SRP: $299.99) is made to withstand hard recoil, and has 20-inch eye relief. It is available in matte black or silver finish. The 20–60x80mm Elite Spotting Scope (SRP: $899.99) features a straight or 45-degree eyepiece. Both feature ED Prime ExtraLow Dispersion glass, BAK-4 prisms and fully multi-coated lenses for crisp images and optimum light transmission.

The Elite Tactical scope series is built for military and law enforcement situations, target shooting or 3-Gun competitions. The 40mm objective models include a 10x40mm (SRP: $249.99) and 5–15x40mm (SRP: $449.99); 50mm models come in 6–24x50mm (SRP: $789.99), 6–24x50mm (SRP: $999.99) and 4.5– 30x50mm (SRP: $899.99), as well as a 2.5–16x42mm (SRP: $799.99) and a 3–12x44mm (SRP: $999.99). They feature mil-dot reticles and a matte finish. The 44mm objective and the 6–25x50mm have the reticle in the first focal plane.

Trophy XLT DOA 200 scopes in 2–7x36mm (SRP: $159.99) and 3–9x40mm (SRP: $169.99) are designed for shotgunslug hunting with a reticle calibrated to 50, 100, 150 and 200 yards. They come with a set of Butler Creek flip-open scope covers. The 15–45x50mm (SRP: $209.99) and 20–60x65mm (SRP: $239.99) Trophy XLT Spotting Scopes are waterproof and fog-proof, and the lenses are fully multicoated for clarity and light transmission.

The body has a rubber-armor coating, and it comes with a compact tripod and both hard-sided and soft-sided cases.

The Fusion 1600 ARC rangefinderbinocular line expands with a 12x50mm (SRP: $999.99). They feature BAK-4 roof

PHOTO CREDIT

BARSKA

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prisms, a built-in battery-life The Carson 3D indicator and fully multi-coated optics with RainGuard HD 6–18x50mm riflescope has a mil-dot reticle, coating. The built-in laser 1-inch tube, ¼ MOA adjustments and rangefinder measures distances 4 inches of eye relief. from 10 to 1,600 yards. It features ARC technology and VSI to accommod aterisn date holdover on longer shots. The e eatu in rs HD binocular g-rae,blistc n o lline ffeatures a ea90-m in a llong-range, te ballistic Legend Ultra line includes s m 20fh ticleabrdo -o re aterylif 9 of the most com0 -5 6 8 c reticle calibrated to. 20 compact models in 8x26mm (SRP: $99.99) m l n o a, (SRP: $109.99). The comin m sedbltco u m ro y used t bullet combinations, h g s ;in 4 0 eh l o n g p monly and proand 10x26mm tfr106yvalue-priced Sport 850 laser gpo n vvides aiming ) m o c points from 100 to 600 yards. pact andidesam A shotgun/muzzleloader model in rangefinder (SRP: $169.99 to $179.95) 3–12x44mm and two rifle models in ranges from 5 to 850 yards. Camo SKINZ 4.5–14x44mm and 6–20x50mm (SRP: protective covers (SRP: $19.99) for the $179.99 to $249.99) are available.

Scout 1000 ARC laser rangefinder feature Varmint hunters may take an four different patterns: Realtree AP, interest in the Universal Laser and Realtree MAX-1, Realtree AP Snow and Flashlight Kit (SRP: $60), which mounts Realtree AP Blaze. (913-752-3400; bushnell.com) on any 1-inch scope tube. The flashlight illuminates targets out to 30 yards, and the laser sight is visible to 200 yards in low CARSON OPTICAL light and up to 50 yards in daylight.

The 3D Series riflescope line includes a The battery-powered CenterPoint Laser 4.5–14x44mm (SRP: $300) and Boresighter (SRP: $59.50) works on hand6–18x50mm (SRP: $325), both with a milguns, rifles and shotguns for calibers from dot reticle, 1-inch tube, ¼ MOA adjust.17 to .50, as well as 12-, 16- and 20-gauge ments and 4 inches of eye relief. Other 3D shotguns. (800-724-7486; centerpoint hunting.com) models include the 3.5–10x44mm (SRP: $290), 4.5–14x44mm (SRP: $300) and 6–18x50mm (SRP: $325), which feature a INSIGHT TECHNOLOGY Multiplex Reticle. (631-963-5000; The WL1 ($249.99, pistol; $329.99, long carsonoptical.com) gun) and WL1 with laser (SRP: $399.99, pistol; $479.99, long gun) both feature a CENTERPOINT 150-lumen light. The WL1 also has a laser Crosman’s riflescope division’s new Game designator for aiming and illumination TAG (Trajectory Aiming Guide) scope capabilities. Both units use two AA

b batteries and h v a 90-minute u have bbattery life. e (866-509( 2 t c o y 2040; insighttechnology . .com)

KONUS The Impact line of riflescopes boasts ballistic reticles that provide precise ranging to 650 yards. Models include a 4–16x50 (SRP: $199.99), 3-9x40IR (SRP: $159.99) and 3–9x40 (SRP: $129.99). All feature one-piece tube construction, multi-coated optics, glass-engraved reticle and ¼ MOA adjustments.

The Sight Pro Fission (SRP: $129.99) electronic-dot sight is small and lightweight, and features dual color dots. It mounts on Weaver-style or ⅜-inch dovetail bases. (305-262-5668; konususa.com)

LASERLYTE The Subcompact V3 laser (SRP: $99.95) needs less than ¾ inch of Picatinny rail space, making it compatible with the smallest of subcompact pistols. It offers an autooff feature that activates after five minutes.

The Rear Sight Laser (RSL) is now available for Ruger Mark I, II and III pistols and

Leupold’s BX-3 Mojave line of open-hinge binos now includes 8x42, 10x50 and 12x50 models.

The Mark 4 spotting scope offers Horus H32 and H36 reticle options.

R B E

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pe.i t er , n d aicl m to u

a e Insight WL1, which features

a 150-lumen light, can fit on ldn po eu L a pistol or a rifle. The unit ) /T R has a laser designator for ) /T Q C aiming and illumination use. e sign ren o 10/22 rifles, as well as Smith & Wesson Sigma pistols (SRP: $199.95).

The easy-to-install RSL replaces the ar gun’s rear sight. The Rear Sight Laser Installation Tool (SRP: $199.95) removes the rear sight from the dovetail of most semi-auto pistols.

The Mini Laser Bore Sight (SRP: $64.95) is now half the size of the previous model.

It can be used to zero scopes, lasers or iron sights on any firearm from .22- to .50-caliber. It also works with most flash suppressors and muzzle brakes. (928-649-3201; e laserlyte.com) ilab e -1 X dB LASERMAX . x30m The super-compact Uni-Max Micro ro cket(SRP: tigh $129) rail-mount laser has a miniaturized se tu design for use on compact and sub-coms(800)len P L pact pistols with an accessory rail.F f ers 527-3703; lasermax.com) early

LEATHERWOOD/HI-LUX

s ru 32 an 36 re i Medium-Long g The Uni-Dial 4–16X50mm n o -L m ediu ai l rt M ar M acti etched-glass reticle T –40x6m Range Illuminated i- $499) scope m h now features an illumigScpe.T tin o i (SRP:lu te green or red. For rk4spo o nated rreticle in either e, situations or hunting big game, m a tactical ge) 1–4x CMR (Close-Medium Range) a then (SRP: $359) scope features a circular tactical reticle that aids in quick target t, igh e acquisition.

It is compact and lightweight, r a 3.5-inch atu s e e a with eye relief. It also features zero locking system. (888-445-8912;

ppipe. IIt’s powered by a CR-2023 batttery, y aand has a motion sensor that aautomatically deactivates after five minutes of inactivity and reactivates as soon as any movement is detected. It features a 30mm tube and matte finish, and is w waterproof and shockproof.

Th The C CM-R2 reticle is now available iin Leupold Mid Range/Tactical (M (MR/T) and Close Quarters/Tactical ((CQ/T) riflescopes. The CM-R2 is de designedd to allow the shooter to focus m more on the target and less on the reticle. It is an illuminated 0.5 MOA dot surrounded by a 5.0 MOA semi-circle. di aree Hash marks on the horizontal stadia calibrated for leading moving targets at 5, 10 and 15 mph, respectively. They are calibrated for 5.56mm NATO/.223 Remington ammunition.

The BX-3 Mojave line of openhinge binos now includes models in 8x42mm, 10x50mm and 12x50mm. Added to the BX-2 Cascade series of binoculars are h 7x42mm and 10x42mm models. The n BX-2 Acadia binocular is now available a l iin e BX-1 an 8x42mm, and the smaller-sized Yosemite bino now comes in a 66x30mm.

The 20–60x80mm Boone & C Crockett Golden Ring Spotting Scope is llightweight, rugged and waterproof. IIt uses Leupold’s Folded Light Path ((FLP) lens nand mirror optical system, which o f aan offers effective optical path of a scope n nearly twice its length. p Ho o in sar H t cle options tio i Horus H32 andd H H36 reticle aree av lab e fo he Markk 4 available for the 12 12–40x60mm Tacticall Sp Spotting Scope. Thee Ma Mark 4 spotterr

is the standard Scout Sniper Observation Telescope of the U.S. Marine Corps.

The H32 has a mil line for target measurement and speed estimation, while the H36 features an inverted “L” in Inch of Angle (IOA) for easy ranging. The Mark 4s are rugged, weigh 37 ounces and are waterproof. (503-526-1400; leupold.com)

MINOX USA The MD 8x42 CWP (SRP: $109) monocular includes an integrated compass. The reticle allows ranging of targeted objects.

It weighs 13 ounces and has non-slip rub-

hi-luxoptics.com)

LEUPOLD & STEVENS The Minox MD 8x42 monocular (above) includes an integrated compass. The BL 15x56 BR (top) has a rubber-coated aluminum body.

PHOTO CREDIT

The ifle-VX-R 3–9x40mm Illuminated rriflew a one-button design that allows lo s scope has te- user to select between eight iintenthen sity settings and a fiber-optic light

1 0 2 34 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2011

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ber armoring. The BV 8x56 BR (SRP: $499) binocular has a large 56mm optical lens for greater light-gathering ability and phase-correction coated prisms to ensure precise detail and contrast of images. The BL 15x56 BR (SRP: $899) binocular delivers bright, high-contrast images in a rubber-armored aluminum body that’s waterproof and fogproof.

The LensPen OutdoorPro kit (SRP: $35) includes the LensPen Original and MiniPro II with slide-out brush to remove dust and dirt from the lens or eyepiece.

The MicroKlear is an soft microfiber cleaning cloth used to clean the housings of binoculars, and the FogKlear natural fiber cloth offers anti-fog protection. All are included in a compact nylon carrying case that can fit on a belt. (866-469-

Leatherwood 1–4X CMR (above) has a circular tactical reticle that aids in quick target acquisition.

Uni-Dial 4–16x50 (top) has an illuminated etched-glass reticle.

3080; minox.com)

NIKON The next generation of EDG binocular rfor brilliant, highao m ilt-n series features ED glassebu resolution images. The redesigned chassis has rubber amour over a magnesium-alloy body for an easy grip and lighter weight.

(800-248-6846; nikonsportoptics.com)

SIMMONS Predator Quest scopes in 4.5–18x44mm (SRP: $189) and 6–24x50mm (SRP: $229) models feature 30mm tubes and side focus for a clear sight picture. They are watera and fogproof, and come w ith proof with a 60 F R TruPlex reticle. The affordable L LRF600 ack; l laser rangefinder (SRP: $119.99, black; e $139.99,ads ATAC Camo) accurately reads distances from 10 to 600 yards. The ProSport roof binocular line now includes four models: 8x42mm (SRP: $69.99), 10x50mm (SRP: $79.99) and 12x50mm (SRP: $89.99) in black finish, and a 10x42mm (SRP: $79.99 black, $99.99 ATAC camo). They feature multi-coated lenses with BAK-4 prisms for bright, sharp images. (800-285-0689; simmons optics.com)

PHOTO CREDIT

SIGHTMARK The Eclipse 2x24 Gen 1 Night Vision Monocular (SRP: $179.99) features multicoated optics and a wide-angle field of

view. The h built-in IR illuminator helps acquire the target in the dark, and the battery will last 72 hours of continuous use.

Coyotes don’t stand a chance with the Night Raider 3x60 Gen 1 Night Vision Riflescope (SRP: $899.99). The built-in high-power IR illuminator, with beam focus, increases viewing capabilities. It features a titanium body and an adjustable two-color rangefinding reticle. It is lightweight and waterproof. des clu in w o 2x50m . d en gem a

edsig n -4 0 8 . tik p

R

L

The Sightmark Eclipse B ru eT h 2x24 Gen 1 night-vision monocular features a wide-angle field of view. The built-in IR illuminator helps acquire the target in the dark, and the battery will power 72 hours of continuous use.

The h Triple l Duty CRL (SRP: $83.99) laser l sight for handguns features a laser for quick target acquisition, with visibility up to 300 yards at night and up to 20 yards in daylight. Its ultra-compact low-profile design has a built-in Weaver mount and an integrated secondary rail for mounting accessories. (877-431-3579; sightmark.com)

SWAROVSKI The time-tested EL series of binoculars n now includes a 10x50mm and 112x50mm. Both incorporate a flatt tened lens that produces sharper iimage resolution right up to the edge of the field of view without distortion. They are compact for a large objective binocular, and feature a rubber-coat armouring, ergonomic thumb rests and rredesigned focusing wheel. ((800-426-3089; swarovski o optik.com)

TRUGLO T UG The Tru-Brite Open-Bridge binocular T series features a compact roof-prism design and an open-bridge design with a single adjustment wheel. Two models, a 8x42mm and a 10x42mm, are available.

(972-774-0300; truglo.com)

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The Weaver 8x28mm Buck Commander 1,000-yard rangefinder (left) has a low-battery indicator.

The 1–5x24 scope (above right) is for AR-15-type rifles, and the 2–7x32 (below right) is designed for hard-recoiling shotguns.

ck u

derbicu an m o l

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U.S. OPTICS U f ro The SN–4 1-4x SFP (SRP: $1,500) AR-15 riflescope combines a simple red-dot sight and variable riflescope to deliver performance in CQB situations and at longerrange precision shots. The reticle is calibrated for the .223 cartridge and has hold positions from 200 to 600 yards. (714-9944901; usoptics.com)

VORTEX The mid-range-price Talon HD series of binoculars in 8x42 and 10x42 feature an open-hinge design that’s waterproof and fogproof. (800-426-0048; vortexoptics .com)

WEAVER The 8x28mm Buck Commander 1,000-yard laser rangefinder (SRP: $470) features precision readings on deer out to 600 yards, and up to 1,000 yards on reflective targets. It is waterproof, has a lowbattery indicator and measures distance in feet, yards or meters.

The Buck Commander 2–8x36mm scope is engineered to handle the aggressive recoil of shotguns, muzzleloaders and rifles, and is available with either a Dual-X reticle (SRP: $254.95) or a Command-X reticle (SRP: $254.95) with ballistic drop calculation marks tuned for Federal Premium’s Barnes Expander shotgun slugs.

B C Buck Commander binocular m models include a 8x42mm (SRP: $$493.95), 10x42 (SRP: $512.95), 8x25 C Compact (SRP: $222.95) and 10x25 C Compact (SRP: $242). All feature a phaseccoated roof-prism system and have a p waterproof rubber-armored finish and easy-grip molded surface.

The 3–15x50mm Illuminated LongRange scope boasts a 30mm argon-purged tube that houses a first-focal-plane mil-dot reticle. It offers five red and five green brightness settings, 1/10 mil click adjustments and side-focus parallax.

The 1–5x24 Illuminated Intermediate Range scope was designed for use on modern sporting rifles. The illuminated scope now offers five red and five green brightness settings, reset-to-zero turrets and multi-coated lenses with an extra-hard coating.

The affordable 15–45x65mm Classic (SRP: $398) spotting scope gives hunters a choice of either angled- or straight-eyepiece models.

The 40/44 Series 2–7x32 shotgun scopes are engineered to handle recoil.

Two reticles are available—a Dual-X or Ballistic-X. The Ballistic-X reticle features ballistic drop calculation marks calibrated for Federal Premium’s Barnes Expander shotgun slugs.

The 8x28mm 1,000-Yard Laser Rangefinder (SRP: $450.95) is waterproof, ranges moving targets and measures distance in feet, yards or meters.

For AR-15 platforms, the Fixed Back-Up Iron Sight (SRP: $79.95) is compatible with mil-spec front sights and features ½ MOA clicks. The Picatinny Riser Set (SRP: $37.95) adds ½ inch of rail height.

The Tactical SPR (Special Purpose Rifle)

30mm Optics Mount fits 30mm tube optics and has adjustable knobs for easy no-tool attachment.

The AR-15 Flat Top Riser Rail–20 MOA CANT (SRP: $60.95) is a full-length riser rail engineered specifically for AR-15 rifles.

The .22 See-Thru Dovetail Rings (SRP: $11) allow for use of iron sights or rimfire rifle scopes.

The Multi-Slot Remington 870 onepiece base (SRP: $9.95) was designed for the Remington 870 and 11-87 model shotguns. The T-22 Base Pair (SRP: $9.95) converts a ⅜-inch grooved receiver to accept Weaver-style rings. The Top Mount BaseScout Scope Mount (SRP: $44) is designed for model 1894, 1895 and 336 Marlin rifles.

These easy-to-install bases accept Weaverstyle scope rings.

The two-piece muzzleloader ring and base set (SRP: $39) fits 2010 and newer model CVA muzzleloaders. They fit 1-inch scopes. (608-836-0922; weaveroptics .com)

ZEISS Originally designed for European Alpine hunters, the lightweight and compact Dialyt 18-45x65 Field Spotter is an attractive option for Western big-game hunters who would rather not haul around a bulky spotting scope. The straight rubberarmored scope has a built-in variable eyepiece and is fully waterproof and dustproof. Unlike draw-tube scopes, it is always instantly ready for use. The large magnification range makes it a good choice for mountain hunting or for scanning the vast, open areas of the plains.

The Field Spotter fits easily into a backpack and has threads for a tripod mount.

SRP: $1,299.99 (800-441-3005; zeiss. com/sports)

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Trijicon – for Joes and Pros Innovation, precision and ultimate superiority are the common elements found throughout the entire range of Trijicon aiming solutions.

No matter the application, Trijicon has the innovative self-illuminating riflescope or sight for your needs. Offering pinpoint aiming accuracy in all lighting conditions as well as superior dependability and premium quality, Trijicon optics are the choice for hunters, law enforcement officers and military professionals who depend on the very best.

All Trijicon aiming systems are available in a model designed to fit nearly any equipment or situation. And for 2011, they are better than ever.

To see the latest innovations and refinements available in the 2011 line, visit the Trijicon exhibit at booth #12117 today.

Other related Trijicon products: Trijicon AccuPoint®

Variable Power Riflescopes

Trijicon j RMR™

Ruggedized Parallax-Free Sight Sigh

Trijicon ACOG®

Dual Illuminated Fixed Power Magnified Sight

Brilliant Aiming Solutions™

© 2011 Trijicon, Inc. | Wixom, Michigan USA

BN_028082_SHB0311.indd 1

1.800.338.0563

www.trijicon.com

1/18/11 12:28 PM

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In a few short years, factory ammunition has come a long way. The major players now all produce quality cartridges that perform in all circumstances. || By Chris Christian

• There was a time when factory ammo really wasn’t all that good. • It was designed and manufactured to be an average product for an average guy. • That’s why you saw

so many wildcatters and reloaders out there, trying to create on their own what they couldn’t get from factory ammo—

• That was then. • Nowadays, the quality of factory ammo is simply beyond belief. • Need a bone-crushing special load for dangerous game in Africa?

You got it. • Need the ultimate cartridge for personal defense? You got that, too. • And take a look at all the reliability and accuracy.

specialized turkey and waterfowl shotshells, many of which use components undreamed of a generation ago.

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This CCI .22LR load is specially designed for MSR-style rifles that feature .22LR chambering.

The ammo is a good choice for plinking, but it’s also a low-cost, viable training option as well.

CCI New for 2011 is a .22LR load designed specifically for the new crop of MSR-style rifles now being offered in .22LR chambering. After extensive testing, CCI engineers found that the rifles performed best with a 40-grain plated bullet at 1,200 fps. The new CCI 22LR Tactical load clocks at 1,200 fps and features a target-grade bullet with a copper-plated nose for smooth feeding. Factory-test accuracy produced 1.5-inch groups at 100 yards.

It will be available in a 375-round loose-pack reclosable box. (800256-8685; cci-ammunition.com)

Federal Premium A new line of handgun hunting loads, the introduction of mil-spec 5.56mm NATO loads in the American Eagle line and line additions in the alternative (non-lead) shotshell line highlight this year’s crop of new Federal loads.

The Swift A-Frame bullet has earned an impressive reputation in the game fields. The bonding process assures that the jacket and lead core will hold together for maximum weight retention, all the while delivering controlled expansion. This year, Federal adds it to its Vital-Shok handgun hunting line. It will be available in .357 Magnum (180-grain/1,130 fps), .41 Remington Magnum (210grain/1,270 fps), .44 Magnum (280-

grain/1,170 fps), .454 Casull (300grain/1,520 fps), .460 S&W Magnum (300-grain/1,750 fps) and .500 S&W Magnum (325grain/1,800 fps).

In 2010, Federal introduced its Prairie Storm lead loads with great success. This year, Federal brings hunters the same load with steel shot. The Federal Premium Prairie Storm Steel features the rear-braking Flitecontrol wad and Flitestopper steel shot. The payload and energy are designed to replicate No. 5 lead-shot performance.

It will be available in No. 3 and No. 4 steel-shot size in 12- and 20-gauge 3-inch loads with a 1¼-ounce payload.

Federal’s high-velocity Black Cloud Snow Goose loads (1,635 fps) proved popular with goose hunters, and this year Federal expands that high-velocity line for duck hunters.

The Federal Premium Black Cloud High Velocity Duck Load features the same velocity, with the Flitecontrol wad, and will be available in a 3-inch 1 ⅛-ounce 12-gauge load with either No. 3 or No. 4 steel shot.

Federal extends its Mag-Shok Turkey line with the addition of a 2 ¾-inch 20-gauge load. The new 20-gauge uses the Flitecontrol wad for tighter patterns and 1 ⅛-ounce of No. 7 heavyweight shot (250 pellets per shell) at a velocity of 1,100 fps. This shot payload offers the

same downrange energy as a 1½-ounce load of lead No. 5 shot.

Federal claims it produces a 40 percent reduction in recoil over a 3-inch 20-gauge load.

On the rifle front, the Federal Premium Cape-Shok Safari line will expand with the addition of the .458 Lott that will be offered with either the Trophy Bonded Bear Claw bullet or the Swift A-Frame.

The popularly priced Fusion line will see the addition of the .375 H&H Magnum and the .458 Lott.

These loads will feature the chemically bonded Fusion in a boattail design ballistically matched to Federal’s Cape-Shok loads using the Trophy Bonded Bear Claw bullet.

Doing so allows hunters to use either load in their rifles.

Owners of modern sporting rifles always appreciate affordable ammo, and the new Federal American Eagle Tactical 5.56 provides it. The load is designed specifically for semi-auto rifles and are assembled with mil-spec primers, brass and powder. Chambered in 5.56mm, and loaded to NATO pressure levels, the new American Eagle loads will be available in a 55-grain softpoint and a 50-grain JHP, and are recommended for use in 1-in-9 or 1-in-12 twist barrels. (800-2568685; federalpremium.com)

Hornady The Hornady Critical Defense line expands with the addition of .44 Special and .45 Long Colt loads.

The .44 Spl load features a 165grain FTX bullet that clocks 910 fps from a 2.5-inch barreled revolver; it offers nearly 10 inches of penetration in properly prepared ballistic gel when fired through the standard FBI Heavy Clothing protocol.

The .45 Long Colt launches a 185grain FTX slug that clocks 910 fps when fired from a 3-inch Taurus Judge. In the same test, it penetrated 13 inches.

The LEVERevoultion line expands with the addition of three loads firing the new Hornady Monoflex bullet. The new loads consist of a .30-30 with a 140-grain bullet, .308 Marlin Express with a 140-grain bullet and the .45-70 Govt

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with a 250-grain slug. Hornady’s Dangerous Game ammo line expands with the addition of the .416 Remington Magnum featuring a 400-grain DGX or 400-grain DGS bullet at 2,400 fps.

Hornady’s Superformance line uses specially blended powder technology to increase the velocity on a caliber-to-caliber basis while creating no more recoil than standard loads. It has proved to be a popular line, and it expands significantly this year. The Superformance Varmint line sees the addition of a .222 Rem. with a 50-grain V-Max bullet at 3,345 fps (which duplicates the performance of a standard .223 Rem.). A .223 Rem. offering features a 53-grain V-Max bullet at 3,465 fps. The .22-250 Rem. load launches a 50-grain V-Max at 4,000 fps, while the .243 Winchester load sends a 58-grain V-Max out the barrel at 3,925 fps. (All stated velocities were achieved through a 24-inch SAAMI test barrel.) Two new loads join the standard Superformance line-up: the 6.5x55mm Swede with a 140-grain SST bullet at 2,750 fps, and the venerable .35 Whelen with a 200-grain SP-RP bullet at 2,910 fps.

The Interbond bullet will now be available in the Superformance line with a .270 Win. 130-grain load, 7mm Rem. Mag. with a 154-grain load, .308 Win. with a 165-grain load, .30-06 with 150-, 165- and 180grain offerings, .300 RCM with 165and 180-grain loads, .300 Win. Mag. with 165- and 180-grain slugs, .338 RCM with a 225-grain load and the .338 Win. Mag. with a 225-grain bullet. The Superformance Match line sees the addition of a .223 Rem. with a 75-grain BTHP at 2,930 fps and a 5.56mm NATO with a 75-grain BTHP at 2,920 fps.

The Hornady Custom Ammunition line sees the addition of the 6.8 SPC with a 120-grain SST slug, the 7mm Weatherby Mag. with a 139-grain GMX and the .300 Weatherby Mag. with a 165-grain GMX. Although conventional loads dominate the Hornady line this year, one new offering that dealers might really want to take a close

available in 1,000-count boxes as the Ballistic Tip Value Varmint Pack in .22-caliber 40- or 55-grain projectiles. (800-285-3701; nosler.com)

look at is its new Steel Match line.

Using a “fire and forget” polymercoated steel case, Hornady has created a practice/range ammo line. It’s popularly priced, even though it’s loaded with the same Hornady bullets and powders used in the Custom Match line. (308-

Winchester Ammunition

382-1390; hornady.com)

Nosler For 2011, the Trophy Grade line expands significantly with the addition of the following loads: .204 Ruger 32-grain Ballistic Tip Lead Free; .223 Rem. 35-grain Ballistic Tip Lead Free; .223 Rem. 40-grain Ballistic Tip Lead Free; .223 Rem. 60-grain Ballistic Tip; .22-250 Rem. 35-grain Ballistic Tip Lead Free; .243 Win. 90-grain E-Tip; .25-06 Rem. 100-grain E-Tip; .270 Win. 130-grain E-Tip; .308 Win. 168grain E-Tip, .30-06 168-grain E-Tip; .300 RUM 180-grain E-Tip; .300 Wby. Mag. 180-grain E-Tip and the .35 Whelen with a 225-grain AccuBond.

Although loaded ammunition is the big news at Nosler this year, reloaders weren’t ignored, and there are significant additions to the component lines. The AccuBond line sees the addition of a 90-grain 6mm bullet for the popular .243 Win. and 6mm Rem. The Ballistic Tip Varmint Bullet will now be

The big news from Winchester in 2011 is the new Blind Side steel shot load, which will be available this fall. For starters, it uses cubeshaped, rather than round, shot.

Each individual pellet is a hexahedron shape that incorporates corners, edges and six uniformly flat sides. That results in an increase in the tissue damage caused by each individual pellet, due to the flat impact surfaces and the natural tumbling effect.

Non-round shot normally creates fliers within a shotshell pattern, but Winchester has developed a rear-deploying Diamond wad that provides excellent pattern control. During some actual handson tests, I found that the new Blind Side load was as choke responsive as premium-plated lead shot.

With an IC choke, 25-yard patterns were what one could hope for with good lead shot. At 35 yards (Mod. choke) and 45 yards (Full choke) the patterns were uniform and effective.

Some of that might be due to the fact that the Hex shot not only Federal Premium’s new Black Cloud Prairie Storm steel shot shotgun ammo features the rear-braking Flitecontrol wad and Flitestopper steel shot. It will be available in 12- and 20-gauge loads.

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Federal Premium Cape-Shok Safari line expands with the addition of the .458 Lott (left). Black Cloud high-velocity steel shot duck loads can now be had in 3-inch 1 ¹∕8 -ounce versions (right).

allows more pellets to be stacked into the shell, but allows the factory to add extra shot to the pattern. Winchester notes that the stacking effect allows 10 to 15 percent more pellets per load. A 3-inch 12-gauge shell that would normally carry a 1 ¼-ounce steel shot load can now launch 1 ⅜ ounces of the Hex shot.

The new Blind Side load will be available in 3.5-inch 12-gauge loads carrying 1 ⅝ ounces of either BB or No. 2 shot; 3-inch 12-gauge loads will carry 1 ⅜ ounces of the same two shot sizes. Winchester claims velocity will be 1,400 fps.

Solid copper big-game bullets have been a hot topic in recent years, and for 2011, Winchester introduces its own bullet. The new Power-Core 95/5 ammunition line promises performance equal to the traditional Power Point line-up, but with a solid copper slug that meets California ammunition regulations while offering quick expansion and nearly 100 percent weight retention. It will be available in 64-grain .223 Rem., 130-grain .270 Win., 150-grain .30-06, .300 Win. Mag. and .30-30, and a 140-grain 7mm Rem. Mag. load. The new ammunition line promises to be priced at a popular level, and offerings in the various calibers will be available beginning in the second quarter.

In the PDX1 handgun line, Winchester expands its bondedcore bullet offerings to include a 125-grain load in .357 Magnum and .357 SIG. Both feature nickel-plated cases and low-flash powders.

For those who favor the .223 Rem. for home defense in a modern sporting rifle, the PDX1 line also includes a 60-grain .223 load. A protected hollowpoint design with a front lead core (which is not bonded to the bullet jacket) creates massive initial expansion, while the rear bonded portion of the bullet produces the required penetration.

The popularity of the Taurus Judge has prompted a number of ammo makers to introduce homedefense .410 shotshell loads, and Winchester upgrades its version with the new PDX1 .410 Defender.

The 3-inch shell carries a 15/16ounce (410 grains) payload consisting of four plated Defense Disks and 16 plated BB-sized shot.

Three new loads join Winchester’s Power Max bonded rifle bullet line. They are 64-grain .223 Rem., 220-grain 325 WSM and a 200-grain .338 Win. Mag. loads.

The ETIP Lead Free line sees the addition of a 168-grain .308 Win. loading. Also in the Lead Free category is the new Winchester Lead Free Rifled slug. Designed for

smoothbore barrels, it features a 1-ounce Zinc slug in a 2 ¾-inch 12-gauge loading, with an advertised velocity of 1,400 fps.

Winchester claims accuracy and range are comparable to their existing Super-X rifled slugs.

Winchester’s rimfire line expands with four new offerings. The Varmint Lead Free line sees the addition of a 15.5-grain 17 HMR Lead Free with an advertised velocity of 2,550 fps. The Varmint HV (High Velocity) line gets a 30-grain plated, polymer-tipped V-Max bullet at 2,250 fps, while the Varmint HE (High Energy) line is joined by the 3/1 Fragmenting .22LR. The Winchester-designed bullet in this load uses a programmed hollowpoint designed to fragment into three forward segments, with a solid rear core to assure penetration. Winchester claims 1,435 fps.

Lastly, shooters using the popular .22LR versions of the modern sporting rifle will want to look at the new M-22 load.

Designed specifically for these guns, it features a 40-grain, plated round nose slug to produce reliable feeding in high-capacity magazines. It will be offered in value priced 1,000-round bulk packs. (618-258-3835; winchester.com)

42 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2011

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Calibrated to A worthy warranty.

In the unlikely event of a warranty issue, we take care of your customers.

All Premier riflescopes are backed by a lifetime warranty that guarantees against defects in workmanship.

We reserve the right to repair or replace any product returned for warranty service.

tohlpyurv.BffngW eaim roductshafilngieypfl eranhdigpfl ustom

Our scopes tend to sell themselves at retail, assuming the right kind of customer is engaged. And few things intrigue high-end consumers like a good story, which we have: In 1946, Bob Thomas--- a Navy-trained military optics craftsman and grandfather of our current president--- began repairing binoculars and telescopes for GIs home from WWII. Soon he was handcrafting custom reticles out of spider web. And then glass fibers. And finally metal. This sought-after reticle expertise set the stage for Premier to engineer today’s offerings; riflescopes of the highest order.

PREVAIL.

We aim to help you prevail at retail. By offering premium u optical products that fit alongside your highest price point riflescopes.

Giving your p c customers another outstanding option for their shortlist. Our Heritage™ c 3-15x50mm Tactical was recently adopted as the official sniper scope of the United States Marine Corps. The tactical line includes the Premier Heritage 3-15x50mm, the 5-25x56mm, and the all-new V8 1.1-8x24mm.

Also new for 2011, the Premier Heritage 3-15x50mm Hunter. This scope is built on the exact same platform as our 3-15x50mm Tactical, with the exact same optical performance. Which means your upscale hunting customers can add an unprecedented level of optical prowess to their collections. In a world given to compromise, Premier goes the other way. Your way.

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©2011 Premier Reticles All Rights Reserved.

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GOOD STUFF

BY CHRIS CHRISTIAN

Taming the Porcupine Troy rail covers take the “quills” out of sharp-edged rails a le ft rs v o iC a R c trie s u d In y o .T ize s o tw n

A

Rail Covers from m Battle B t o Troy Industries come m e Tr o e iin two sizes. The h covers protect a tc o rs e v p co shooter’s h hand r’s te o h d n a s rm r b a s n io ffrom o abrasions s and h heat d e n a at buildup.. p u ild b

merican shooters love the AR modern sporting rifle (MSR) platform. It is, according to sales figures, the most popular type of rifle in the U.S.

Dealers love the platform, too, and not just for the initial gun and ammo sales that result. Dealers love the firearm because many MSRs come equipped with a Picatinny rail system that just screams for added accessories, such as laser designators, fore grips, lights, optical sights, back-up iron sights—and just about anything else you can slide on.

And these accessories can make the cash register ring, music to any retailer’s ears.

There is, however, a problem with

Picatinny rails. You can only put on so many accessories, leaving a portion of sharply cut rail to grate against the shooter’s hand. Some equate the experience with petting a porcupine. Heat buildup is also a problem, and those metal rails can make a proper grip quite uncomfortable after a number of rounds have gone downrange.

The result? Up until now, your best bet was to make sure the range bag had a first-aid kit.

But now a slip-on rail accessory can

Closing the Sale

There is a reason why supermarkets put candy bars, tabloids and other sundry items next to the checkout counter. No one goes into a supermarket specifically to buy those items, but when the customer is standing there staring at them and they don’t cost much, there is an impulse to purchase them. The Troy Rail Covers can fall into that category.

Any MSR owner is a potential customer for these

solve all these problems. Battle Rail Covers from Troy Industries, constructed of a durable polymer resin, are designed to slip onto any 1913 Picatinny rail and replace that porcupine with something far more friendly to the hand. The lightly textured, smooth-gripping surface protects the shooter’s hand not only from heat buildup, but from abrasions as well. A locking tab secures each rail in place, but allows quick removal if needed.

Available in 3-inch and 6-inch lengths, the rails can be had in black, flat Dark Earth, OD Green, Foliage Green or tan, allowing shooters either to match the finish on their rifle or choose a contrasting color to add some “racing stripes.” The rails weigh about 1 ounce apiece, so they won’t unbalance the feel of the rifle, and they certainly make a positive difference in handling, control and comfort.

The upper unit of my MSR has a 7-inch quad rail forearm, but the only portion of it I use is the 3 inches on the forward left rail, where a laser/light sometimes rides.

The rest of the quad rail serves no purpose other than to beat up my hand. I really didn’t enjoy shooting that upper very much, and it got little use. The Troy covers fixed that problem, though. I added a 6-inch cover to the bottom and right rails, and a 3-inch cover on the left rail.

That made the upper very comfortable to shoot while still leaving enough rail for the laser. This upper now sees a lot more use at action rifle matches. That’s a lot of problem solving at a very affordable cost (SRP: $7.50 per unit; $20 for three).

If I were a dealer, I’d keep these handy items right next to the register. (866788-6412; troyind.com)

rails, but he isn’t going to make a special trip to a gun shop to buy them. In fact, he may not even know they exist. Display them. Show them to the customer. Explain how the different-sized rails can enhance his gun.

Take it one step further. Have your sales personnel make this a “Ya want fries with that?” question for any customer purchasing an MSR or accessories for one. This is a case where sales display, and knowledgeable sales personnel, can generate sales.

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USA PROUD

©2011 BE NC HMAD E KNI F E C O. ORE GON C I T Y, OR, US A. BE NC HMAD E . C O M

5 8 1 B AR R AG E ® I G 1 0 /ALUMI N U M H A N D L E I

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M3 9 0 S U PE R S T E E L B L A D E I

a thing of beauty

1/18/11 12:30 PM

W H AT ’ S S E L L I N G W H E R E

West

Goose Sport IDBlue Shop, St. Maries

Despite the high unemployment rates in the local logging industry, this panhandle gun-and-tackle store has seen a steady, and possibly slightly improved, year compared to 2009.

Handgun sales remained consistent, with high demand for Ruger LCR and Springfield XDMs. “The factory rebates from Springfield were especially helpful in keeping our numbers up. Our clientele is highly sale- and rebatesensitive. In our store, 10 percent off is a big deal,” said owner Emily Ragan.

Sales of sporting long guns, however, are at a standstill, while sales of MSRs are down but steady.

DPMS models in .308 are outpacing Bushmasters in .223.

Four Corners WA General Store, Castle Rock

Located just off Interstate 5 in central Washington, Four Corners stocks a variety of general sporting goods, including a standing inventory of 400 guns.

Pistol sales are consistent, and Glocks hold the top spot.

Springfield XDs in .45 and .40 outpace all other calibers. Para Ordinance 1911s are also doing well.

Varmint hunters are snapping up Ruger 77s in .204 and Browning X-Bolts in .223.

MSR sales are slow, although the store is selling a few units from Ruger.

“We still manage to sell more traditional sporting rifles than ARs,” said counter salesman Doug Kennedy.

Midwest Guns, MI Gary’s Muskegon

This 1,500-square-foot gun shop keeps 500 firearms in stock and reported good 2010 sales, even though local unemployment numbers remain high.

Varmint guns are getting increasingly hot. The Savage Edge and Remington VTR lead the boltaction sales category in .223 and .22-250. “Our coyote season may just be bigger than deer season.

Sporting rifle sales have added significantly to our spring sales,” said owner Gary Foster.

Bushmaster M4A3s are also turning well. This retailer reported that marketing MSRs at under $1,000 has helped keep sales moving.

Handgun sales continue to be brisk. Ruger LCPs hold the top spot, while Smith M&Ps are selling equally in 9mm, and .40. Sig 1911 Platinums are remarkably active.

Outfitter, MOH&H Warrensburg

Stocking more than 500 guns, along with a selection of cowboy clothing, tack and T shirts, this eastern Missouri storefront welcomes its customers with hot coffee. H&H reported a 20 percent increase in sales for 2010 over 2009.

Handguns still rule, with Kel-Tec .380s holding the number-one spot. All things Judge are hot, including the new Polymers and the Raging Judge. Walther P22s are also turning nice numbers. “We have had an amazing year, but I could have never predicted the number of Zombie T shirts we have sold. College girls drive 50 miles just to get a Zombie tee. Who knew?” said owner Mark Hale.

Larger caliber MSRs are doing well, including DPMS in .308 and Bushmasters in .450. Russian AK-style shotguns from Saiga are

Fort, MT The Big Timber

Employing 15 people and stocking more than 1,000 guns, this busy independent inventories a long list of shooting accessories, fishing tackle and some groceries. Sales for 2010 proved excellent—they equalled the numbers from 2009.

Handguns continue to rule winter season sales. Sig 239s and Springfield XDMs lead the sales category in .40 and .45, and are posting big numbers. “Our accessory sales have changed a lot this year. We have had the worst time selling binoculars and traditional long guns,” said manager Don Vancil.

Although MSR numbers are down, some Bushmasters and a few from DPMS have sold in the last 30 days. Benelli Novas and Mossberg pumps continue to move.

strong and going out the door loaded with accessories.

Guns, Iowa IAMike’s Falls

Keeping about 300 new and used guns in stock, this two-man shop reported that 2010 sales were very close to those in 2009, the store’s best year.

Concealed carry handguns are particularly hot, due to enactment at the beginning of 2010 of Iowa’s CCW law. AirLite Smiths, Kel-Tec .380s and Ruger LCRs are all brisk movers. “Agri-business has been strong, and when corn and soybean prices go up, so do our sales,” said owner Dixie Beaupain.

Sporting long guns continue to decline at this store, but MSRs are taking up the slack. The store’s best MSR seller is made by Iowa’s Superior Arms. Beaupain said that the rifles are built to custom specs and sell through at under $1,000.

46 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2011

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B Y P E T E R B . M AT H I E S E N

East

Sports NYM&M Den, Jamestown

This general hunting and fishing store has two full-time employees and keeps 400 guns in stock. Its 2010 sales figures were notably higher than sales for 2009.

Handguns sales have slowed since Christmas. “The bubble just hasn’t burst here, though our 30 percent growth this year can also be attributed to the closing of a nearby competitor,” said owner Bruce Piatz.

Walther P22s and Ruger LCP .380s are competing for the top spot. Smith Bodyguard .380 autos with lasers are moving well. Ammo is in good supply.

MSRs have slowed, but are still selling at two a week, mostly Bushmasters and some Colts.

Redemption of gift certificates remains active, with most gift cards being used on ammo and holsters.

South

Sporting TXBuffalo Goods, Buffalo

With 400 firearms in 3,300 square feet of floor space, Buffalo reports that the 2010 year closed strong, just under their record 2009 year.

MSRs have cooled, but are still moving consistently, with Bushmasters and Colts attracting the most attention. “We have adjusted our AR marketing strategy to reflect more competitive pricing and a smaller inventory. Used ARs are also increasing in demand,” said president Archie Van Wey. Demand for handguns has remained historically high, with Springfield XDMs and XDs holding the top spots. Other strong sellers include Hi-Point .40s and Sig 238s.

Van Wey said that, across the board, low-end and high-end price point items lead the sales chart.

MSR sales are slowing to two a

Renaissance NH Firearms, Rochester

Vermont Field VT Sports, Middlebury

week. Bushmaster holds the high ground, but Colt is gaining.

Norman’s Gun SC Exchange, Effingham

This 500-square-foot storefront stocks more than 500 guns. Sporting shotguns sales are higher than usual for this time of year. A couple of Caesar Guerinis have sold and a few Stoeger autos.

Tactical shotguns like the Benelli M-4 are posting good numbers.

MSR sales are good, with an average of two to three crossing the counter each week. “We have found a nice market with returning vets that want to build their own gun,” said sales associate Bruce Henderson. The hottest items for this are kits from Delton, and a few Rock Rivers and Bushmasters.

Pistols are outpacing everything else in the store. Springfield XDMs, Ruger SR9s and Sig 250s are seeing the most turns. Ammo availability is good, except for .45 Long Colt.

AR

Heber Springs Gun & Pawn, Heber Springs Located in northcentral Arkansas, this three-employee store keeps more than 300 guns on hand and reports that the last quarter of 2010 was the store’s best performance to date. Handguns are heating up, with Kel-Tec P-3ATs and 9mms tied for the top spot. Glocks are selling well in 9mm. “Our 9mm calibers are hot as fire. Lots of .40 and .45 customers are buying 9s because of ammo costs,” said manager Randy New. A featured sale item for February, Savage Edge varmint guns are moving quickly. MSRs are holding their own, with more than one turn a week, mostly from Bushmaster. A few Stoeger turkey guns have sold.

This general hunting and fishing shop keeps more than 900 firearms. The retailer reported that overall sales were only slightly down for the year.

Price point handguns are selling briskly, with Hi-Point C-9s on top, Taurus hammerless .38s in second place and Ruger LCRs third.

Browning Buck Mark’s are also on the move. “We were reluctant at first to stock an inexpensive gun like Hi-Point. However, when we had a problem with one and they turned it around in one week and delivered an excellent repair at no charge, I was impressed,” said owner Richard Phillips.

MSR sales are down to a trickle.

A few Mossberg 500s and Remington 870 Express pumps have sold for rabbits and coyotes.

Located 10 miles south of I-95 in the northeast end of the state, this family-run shop inventories an average of 2,000 firearms. Although 2010 started slow, it ended very strong and was possibly the store’s secondbest year.

All winter, handgun sales at Norman’s have remained vibrant.

Springfield XDMs in .45 and Glock .40s are the best sellers, but the store is moving a lot of Ruger LCPs as well. “Our handgun business just continues to grow and add to the bottom line,” said owner Jamie Norman.

Bushmasters have made steady turns since the first of the year, along with a few Colts. Super Nova shotguns are just starting to sell for pre-turkey season.

FEBRUARY/MARCH 2011 ❚ SHOT BUSINESS ❚ 47

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new products

by the editors

The ISSC-Austria MK22 is chambered for the economical .22 LR cartridge.

Features include a Picatinny-style quad rail for mounting a laser and sights as well as a folding/ collapsible stock.

(Continued from page 52)

ISSC-Austria The exclusive importer and distributor of the M22 range pistol announces the introduction of the ISSC Modern Sporting Rifle—the MK22 in .22 LR. This exciting addition to the ISSC-Austria .22-caliber lineup, made in Austria, is built to incorporate the look and feel of a military-style rifle with the modern elements of a modern sporting rifle platform. This durable all-metal rifle gives the shooter a centerfire feel even though it is chambered in

the economical .22LR cartridge. The MK22 features include a variable and folding open sight, a Picatinny-style quadrail for mounting of sights, lights or gripping accessories and a folding/collapsible stock with an adjustable cheekpiece.

The MK22 will also come in a fixedstock version that will be available in states that do not allow the sale of folding stocks on modern sporting rifles.

Weighing just over 7 pounds, the MK22 has an overall length of 35.16 inches when the stock is fully extended, 33.7 inches when collapsed. Round capacity ranges from 10 to 22, depending upon local magazine regulations. SRP: $569.95. (issc-austria.com)

Wolverine The Wolverine Men’s Mayhem features the proprietary iCS technology in the boot’s heel to enable the wearer to customize an individual setting by selecting one of four comfort options, via a rotating gel disc that sits in the heel, to dial in firm or cushion fit as well as inner or outer support. It is the first iCS boot to utilize an inside zipper to give easy-on, easy-off access while improving fit.

The Mayhem uses proprietary iCS technology that lets the wearer adjust the fit.

The lightweight boot is also waterproof.

The boot also features lightweight, waterproof, full-grain leather along with a 1,000-denier nylon upper with wave-mesh lining. The rubber lug outsole provides traction on uneven terrain, and the 600 grams of Thinsulate Ultra Insulation keep feet warm and dry. Wolverine offers consumers a 30-day comfort guarantee for any iCS boot. Sizes include medium 7 to 12, 13 and 14; wide 7 to 12 and 13. SRP: Starts at $150. (800-5452425; wolverine.com)

Shooter’s Choice The innovative Barrel Wizard is a complete shotgun-cleaning device that conveniently stores in the barrel when not in use. Constructed from aircraft-grade aluminum, Delrin and nickel-plated brass with a hard anodized finish, the Barrel Wizard is compatible with all 12-gauge break-open, pump, semi-auto and boltaction shotguns. A precision-quality spring-loaded snap-cap handle contains an oil reservoir that comes standard with 12-gauge. Additional 12-gauge snap-cap handles are available separately (16- and 20-gauge fully interchangeable snap-cap handles will be available in the near future).

The Barrel Wizard features a patented paper-towel-holding device, which allows a paper towel to be wrapped around the rod, an improvement over loose-fitting patches. In addition, the device is threaded to accommodate all 5/16 x 27-inch standard cleaning accessories. SRP: $44.99.

(440-834-8888; shooters-choice.com)

48 ❚ Shot BuSineSS ❚ february/march 2011

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What if the person you need is not looking for a job?

e Wool Field Coat s oa uses s The Deer Camptu , rn tte a traditional buffalo plaid pattern, but it also takes advantage off a modern n wind-resistant and d a waterproof membrane to ensure comfort.

Irish Setter Old-school hunters will gravitate toward the traditional Deer Camp Wool Field Coat and its classic red-and-black buffalo plaid pattern. Its Ultra Dry wind-resistant and waterproof il h c membrane helps reduce the chill n g hunting, making i factor while deer it ideal for layering in moderate weather conditions.

The coat comes with a center-front zipper that’s covered with a snap-front placket. There are two large lower dualentry pockets, and the coat is fully insulated. In addition, the jacket is sized large to allow for layering. Available in men’s sizes M to 3XL. SRP: $129. (800-738-8370; irishsetterboots.com)

TenPoint Crossbow Technologies The new RangeMaster Pro Scope comes standard on TenPoint’s new top-of-theline Carbon Xtra, Carbon Fusion and Stealth XLT models, as well as with its existing Phantom CLS model.

The RangeMaster Pro Scope features a variable-speed and arrow-drop-compensation setting for crossbows that shoot between 275 and 365 fps. No adjustment for distance is required. The configuration consists of three duplex crosshairs and four dots calibrated for 20, 30, 40 and 50 yards.

The high-definition Epic 1080 from GSM Products is a wearable video camera that can deliver sharp images and crisp audio.

It can also take still images.

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The fourth dot is free-standing, just below the 40-yard crosshair. SRP: $299. (800548-6837; tenpointcrossbows.com)

GSM Products The new high-definition Epic 1080 is a wearable video camera that delivers sharp images and crisp audio. Features include a 168-degree wide-angle lens, a 4X digital zoom, 10- to 30-second self-timer and an upside-down mode. It can also double as a still camera capable of shooting 8 megapixel images. SRP: $249. Available March 2011. The Epic Viewer, sold separately, is a pocket-size LCD viewer that features a 2-inch LCD screen. SRP: $79. (877-269-

1740 Lake Markham Road Sanford, FL 32771 407-321-5822 (phone) 407-320-8083 (fax) email: search@shootingsearch.com w w w. s h o o t i n g s e a r c h . c o m Go to: www.ShotBusiness.com for free info.

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Your Source For Everything 1911!

Whether you want to build a new pistol from the ground up, customize one you already have, or just keep it running smoothly, our latest 1911 Catalog has the parts, accessories, and gear to do the job. Whatever you use your 1911 for –competition, carry, duty, home-defense – we have you covered!

800-741-0015 brownells.com Source Code: CSJ

waterfowl and turkey slings for semi-auto and pump shotguns. However, some of the most popular waterfowl and turkey shotguns—particularly those introduced recently—will not accept the Quake Hushstalker Sling Swivel. So, Quake set to work, and the result is a line of Claw shotgun slings that have standard metal quick-detach swivels that will work with almost all popular duck and turkey shotguns. The new slings will be offered in black and camo versions. (770-4494687; quakeinc.com)

McMillan The M1 platform has seen renewed interest as a closerange to medium-range weapon where the performance of a .308 Winchester cartridge is preferred, but with the firepower of a semi-automatic action. The new McMillan M3A fills the bill. It has an 18-inch barrel and utilizes a sixgroove rifling with 1-in-10 right-hand twist. The action is Springfield M1A chambered in 7.62 NATO (.308 Win.). The adjustable cheekpiece positions the head for an optimum cheek weld.

The stock is designed to shoot with a scope as well as iron sights. An optional Picatinny rail system is available for mounting night vision optics, forwardThe McMillan M3A gives a shooter the performance of the .308caliber in a semi-auto platform.

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new products

by the editors

mounted scopes and other accessories. it rF e h e k c a d a n io s The M3A uses a two-stage military t n u r’ trigger set at 5 to 6 pounds. One 10-round land b it. magazine is included. Accessories rta upgrades are available, including scope, erand m su n bipod, cleaning equipment, cases o other options. (623-582-9635;ith par mcmillanusa.com)

Pelican Built with 10 next-generation LEDs and utilizing a beam spread of 120 degrees, as well as a maintenance-free nickel-metalhydride 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 lumens for 6 hours on low.

Weighing just 16 pounds, the 9440 RALS is built with a streamlined selfdeploying tripod for easy site placement and a nylon shoulder strap for simple s u ilt o transport. The telescoping light tower g area sin dyu o extends more than 7 feet to light an that articulates up to 90 degrees. SRP: $999.95. (800-473-5422; pelican.com)

tabily

gresiv ides er lade

r ypes

ets— dg h d ik an w ich

n po rsin o l iped qu ver ib ry ic h ser car o

The BroadHead ArcherFit c jacket j t and pant use compression and s zippers to conform to a hunter’s h e s body for a warm, comfortable o e fit. f

As an added option, the cconsumer can request this knife w with a par-tial serration on the blade. As with all Buck Knives, the Vantage Force carries the Buck Forever Warranty.

The knife has a closed length of 4.4 inches and weighs 4.3 to 4.8 ounces, depending on the steel.

The blade thickness is 0.12 inches. SRP: $60 to $135. (800-326-2825; buckknives.com)

Rocky

The new BroadHead i built b t ArcherFit Jacket and Pant is to b conform to the hunter’s body using rt-compression and zippers. The comforto f i stretch material makes a user feel as if rhe is wearing a customized fit, ideal for o f bowhunting.

Buck The line includes Rocky’s wellBuck’s latest innovation is the Vantage established clothing standards, such Force series. These lightweight tactical as SilentHunter suede fabric with knives feature a one-handed ambidextrous micro-denier fibers that wick moised Sh d flipper that assures ultra-quick blade ro ture away from skin. The HydroShed deployment, and the thick liner-lock water-repellent soft shell is ultra-quimechanism and solid backbone give it et and comfortable. Both garments s extreme stability.

In addition, use the SiQ Atomic scent-control t aggressive a e handle grip the system to help control odor. t x v texture provides secure hanThe compression technology is d Th e are a three differdling.

There utilized in the jacket front, side and e blade b t ent types to fit differforearm zippers. The jacket also e budgets—the bu ent 420HC, features 40 grams of Thinsulate 1 S v and S30V— insulation, and has zippered front 13C26 Sandvik a of which h make use of a and back trunk pockets. Available in all ddrop-point non-reflective Mossy Oak Infinity and Realtree AP. ccorrosion-resistant blade. SRP: starts at $119.99. (740-753A 1951; rockyboots.com) All m models are eequipped with a re s reversible discreetca GunVault carry tip-up clip, w The MagVault fits into the magazine which allows the u user to choose how well of a modern sporting rifle, tto carry the knife. where it locks into place to keep the rifle safe and secure. Once in place, The Buck a round cannot be chambered.

Vantage Force The MagVault fits virtually all is a one- .223/5.56 MSRs. It is constructed handed of glass-reinforced nylon for maxiambidextrous mum durability. SRP: $24.95. (877flipper.

318-5789; gunvault.com) 1 20 h c /m y a u r b e

0211_new prod_01.indd 51

e in S u B t o h

february/march f1 2011 ❚ S Shot BuSineSS ❚ 5 51

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new products

PowerBelt

When you think about it, the vast majority of muzzleloader deer kills are made within 100 yards. So PowerBelt, with these shooters in mind, has developed the AeroLite, a premium PowerBelt bullet designed specifically for use with standard 100-grain loads.

The design allows the AeroLite 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 hollow-point cavity, into which PowerBelt inserts an over-size 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.

PowerBelt AeroLites are available in both 250- and 300-grain weights. SRP: $29.95, 250grain (pack of 15); $31.95, 300grain (pack of 15). (800-3208767; powerbeltbullets.com) (Continued on page 48)

52 ❚ Shot BuSineSS ❚ february/march 2011

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