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Shooting Industry August 2011 Digital Edition - Page 30
By Debbie Thurman “Grocery Store The Of Firearms” Dealers who have been around long enough to appreciate what it takes to weather fluctuating market trends know long guns will hold steady as the firearms of choice for seasoned shooting enthusiasts, as well as for novice shooters. But what can dealers do in today’s marketplace to enhance long-gun sales? As one longtime businessman is demonstrating, they can marry tried-and-true practices with newer ways of promoting. Jay Wallace, CEO of Adventure Outdoors Inc. in Smyrna, Ga., and owner of Smyrna Police Distributors Inc., has been in the firearms business since 1977. Adventure Outdoors Mixes Promotions & New Media To Sell Long Guns C onsumers have reestablished traditional long guns — rifles and shotguns — as top sellers, this after the extended upsurge in the sale of modern sporting rifles. While MSRs are still selling, they aren’t dominating the rifle market. Hunters and recreational shooters are now purchasing more “traditional” long guns. Matt Landsea (left), of Jones Inc., who represents Savage Arms, helps a customer choose between two Savage firearms. Landsea took part in Savage Days at Adventure Outdoors in late June. 30 AUGUST 2011 Subscribe to SI DIGITAL www.shootingindustry.com