To view this site you need Adobe Flash Player and your browser must allow javaScripts. Go here to get the latest Flash Player. We’re Shooting For The X-Ring! Russ Thurman, Editor TM T he manufacturers, distributors, importers and dealers I chat with on a regular basis provide valuable insight into the pulse of the industry, information we often share in the pages of Shooting Industry. In addition to the insight, it’s interesting to note who creates the pulse — who is really “in business” — and those who are the “pretenders.” It’s not difficult to determine the difference between those shooting for the x-ring and those “hoping to hit the target.” There also is no mystery which group is successful. It’s not our nature at Shooting Industry to just sorta, kinda hope to hit the target. We are deliberately focused on shooting for the x-ring. We’re not interested in being the best silver medalists. That’s why we devote so much time and energy to developing an editorial calendar that addresses the key markets of the industry, and then offering articles to help dealers refine their businesses, sell more product and increase the pulse. That’s why we continue to strengthen the Standards of Conduct for the Shooting Industry Academy of Excellence as part of our promise to the industry that we will never compromise the integrity of these awards, nor let anyone else do so. That’s why we produce the Shooting Industry Masters, which raises money for the Step Outside program, which, in turn, introduces newcomers to shooting — and customers to gun shops. In 2008, we take the Masters to Gun Valley, as a salute to the traditional roots of the firearm industry. That’s why we’ve upgraded our Web site, www.shootingindustry.com, with even more features to be unveiled in 2008. We are dedicated to providing the industry with frontline service 24/7. That’s why we’re proud sponsors of USA Shooting and will continue our support as shooters from the United States represent our country at the Summer Olympics. Just like our Olympic shooters, we know what part of the target really counts. For 52 years, Shooting Industry has been the industry’s business magazine. We have no interest in resting on our history, however. This is an invigorating time for the industry and we intend to help boost the pulse as we shoot for the x-ring! Since 1955 — The Industry’s Business Magazine 12 www.shootingindustry.com • SHOT SHOW SUPER ISSUE 2008