Industry awaits turnaround, Remington's video a hit, and computers join the gun shop

Shooting Industry, Sept, 1995 by Russ Thurman

Handgun sales continue to be nearly non-existent. Even Ruger, who always seems to post increased profits, is anticipating a drop in earnings for the first six months of 1995. According to several sources, Ellett Brothers' sales for the first half of '95 were down 9 percent overall. While that is not a dramatic drop, sales in the shooting department were down 28 percent.

Ammunition sales have also been affected. Olin Corp., while reportedly posting record overall sales, suffered a 59 percent drop in its ammunition sales during the second quarter. Simmons Outdoor Corp. is also reporting a drop in second quarter sales as compared to a robust 1994.

Dim as sales are, there are a few sparks of enthusiasm. Varmint rifles have been holding their own in most regions with some dealers selling varmint models as fast as distributors can deliver them. Lever-action rifles have also been a bright spot with Marlin, Winchester and Rossi models moving rapidly through guns shops. In the ammo department, .22 WMR is reportedly setting sales records, with some dealers increasing their sales of the .22 Magnum two and threefold.

This is a make-it-or break-it time of the year for many in the industry. Even moderate sales will be greeted with enthusiasm.

Remington Video Gets Four Stars

Remington is now including a free safety video with every one of its rifles and shotguns - and it's a mega-hit! The 34-minute video, simply titled "An Important Message," takes a hard look at gun-safety rules with a lot of emphasis on gun-owners' responsibility.

"In today's society, too many people blame others when something goes wrong," said Bill Wohl, Remington's media general. "We wanted to place the responsibility right where it belongs - with the gun owner."

The Remington video is not a soft-sell. It shows that firearms can be dangerous if a shooter doesn't follow safety rules. As Wohl said, "We're talking tough about safety. We felt it was important to show what can happen when guns are used improperly."

The free video is part of a $1 million safety program Remington announced earlier in the year. The safety video, reportedly, will cost Remington $750,000 annually.

Also new from Big Green is The Remington Country Times, a newsletter packed with news articles and tid-bits about Remington firearms and programs. Most valuable are the telephone and fax numbers that give you access to an ammo box full of Remington support material and services. Dealers can receive the newsletter free by contacting Remington Country Times, 1011 Centre Rd., Room 285, Wilmington, DE 19805-1270; (302) 993-8571.

In ammo news, Remington's carefully orchestrated move into the law-enforcement market is beginning to produce results. FBI agents armed with big-bore pistols will now be using the .45 ACP Golden Saber, Remington's top-grade tactical cartridge. The load will also be used by the FBI's Hostage Rescue Team. The round replaces the Federal Hydra Shok .45.

The selection of Golden Saber's 230-grain JHP is a major victory for Remington. Since the first of the year, the company has launched a major effort to gain a foothold in the law-enforcement market. Until now, Remington has not fared well in the tactical/defense ammunition battle. The law-enforcement ammo-of-choice has been Federal's Hydra Shok and Winchester's Black Talon. Golden Saber, introduced in 1993, is available in .357 Magnum, .380, 9mm, .40 S&W, .38 Special and .45 ACP.

"The FBI's acceptance of this cartridge represents a significant step forward in the recognition of Golden Saber as one of the top pistol and revolver cartridges on the market," said Bill Wohl, indicating Remington is aggressively pursuing additional contracts. "We have been working with several other federal and state agencies. We anticipate the FBI contract will be the first of many."

Smart Dealer Tip

Raymond Mass owns a gun shop and the Lake County Pistol & Rifle Range in Leesburg, Fla. He gives his customers free range time, usually five to six days of shooting, so they can become familiar with their new purchases. The response has been impressive. Mass' customers are more confident and safer gun owners and he receives a lot of business because his customers spread the word.

This is a great idea for all dealers, even those who don't own ranges. Dealers may want to strike a deal with a range owner for free or reduced-cost training for new gun owners. The gun dealer gets referrals, the range operator introduces new folks to his range and the community gets a citizen who knows how to safely use a firearm. Sounds like a formula for success.

Computers In The Gun Shop

I think I'm about to get run over on the Information Super Highway. Like many, I'm not exactly a wizard on the computer. There are times when I'm pounding on my computer and, out of habit, reach to flip a carriage return that's not here, but rather is attached to a long-ago banished typewriter.

Whether we like it or not, computers are here to stay. They're everywhere, including gun shops. Some dealers put computers into their shops years ago. Most, however, have fought the trend that is assaulting every aspect of our lives.