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Shooting Industry July Digital Edition - Page 8

Industry Industrynews Insights Into Defensive Knife Sales — pg. 22 Ruger Launches “Million Gun Challenge” To Benefit NRA S turm, Ruger & Co. Inc. (NYSE: RGR) has announced the “Million Gun Challenge” to benefit the NRA. Ruger pledges to donate $1 million to the NRA if one million new Ruger firearms are sold between the 2011 and 2012 NRA shows. “Our goal is to present the NRA with a check for $1 million during the 141st NRA Annual Meeting in St. Louis next April,” said Mike Fifer, Ruger CEO. “This substantial donation would reflect a record-breaking feat in the firearms industry, as we believe no company has ever sold one-million firearms in a 12-month period. With the help of our loyal customers, we hope to make history, and to share that accomplishment with the NRA.” Ruger has a strong presence in the marketplace, and, according to reports from the ATF, Ruger was the top U.S. manufacturer of firearms in 2008 and 2009, the latest data available. In 2009, the company made 933,559 firearms, a 55.8-percent increase over 2008. Fifer, who reports the company made over 900,000 firearms in 2010, believes the manufacturing numbers, along with a strong sell-through performance, places Ruger in a good position to sell a million guns in one year. “The sell-through has been pretty steady, and with the factors that drive the macro market, I think it’s the right time for us to make a big push. We want to be the first company to sell a million guns,” Fifer said. This year’s NRA event motivated Fifer to set the milestone goal. “I saw the really favorable response we received at this year’s NRA show, and I decided we’d like to make a big contribution to the NRA. I latched onto the idea that Mr. Ruger’s dream was to do a million guns and he got close, but he never quite got there. We have been close now, and I think this is our big opportunity to put the big push on,” Fifer said. Ruger will measure its results using sales results of this year’s second, third and fourth quarters and next year’s first quarter — April 1, 2011 through March 31, 2012. Key to succeeding is a direct appeal to consumers, Fifer said. “I’m coming right out and asking our consumers to help us do it. We can’t do it without their help. It’s going to be a lot of long hours to Continued on page 17 Mike Fifer, Ruger CEO, talks to customers during a May Ruger Sales Event at Shooters Firearms & Accessories in Jacksonville, Fla. Bills Introduced To Protect Traditional Ammunition I n response to continued attacks by anti-hunting groups to ban traditional ammunition (ammunition containing lead-core components), bipartisan legislation has been introduced in the House of Representatives and Senate. The objective of the legislation, H.R. 1558 and S. 838, is to clarify the longstanding exemption of ammunition and ammunition components under the Toxic Substances Control Act (TSCA) of 1976. The legislation was introduced by Sens. Jon Tester (D-Mont.) and John Thune (R-S.D.), and Reps. Jeff Miller (R-Fla.) and Mike Ross (D-Ark.), all co-chairmen of the Congressional Sportsmen’s Caucus. The “Hunting, Fishing and Recreational Shooting Sports Protection Act” is being championed by NSSF. The act also calls for lead fishing tackle, similarly under attack from anti-hunting groups, to be exempt from the TSCA. “We applaud and thank Sen. Tester and Sen. Thune, and Rep. Miller and Rep. Ross, for introducing this commonsense measure,” said Steve Sanetti, NSSF president. “This bill will continue to ensure that America’s hunters and shooters can choose for themselves the best ammunition to use, instead of unnecessarily mandating the universal use of expensive alternatives.” To encourage your senators and representatives to support this legislation, visit NSSF also has an excellent downloadable fact sheet: “The Facts on Traditional Ammunition.” Visit Glock Supports NRA Groups See page 10 $115,000 NSSF Grants Available To Boy Scouts See page 24 $100,000 Attendees To Shooting Industry Masters See page 110 350+ Subscribe to SI Digital: 8 JULY 2011 Read SI DIGITAL It’s Free!

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