In the wake of the Dick Metcalfe pity piece in the New York Times, Ad Age was struck by the claims about the editorial policies at gun magazines and decided to take a look at trends in the outdoor magazines. Not surprisingly, they are outperforming the rest of the industry.
According to their report, the Alliance for Audited Media says that InterMedia Outdoor’s Handguns saw a 16% boost in circulation while sales at the newsstand increased 34%. Circulation for Guns & Ammo increased 7%, even though newsstand sales declined slightly. (However, they still only declined a fraction of the industry average declines.) They also note that American Rifleman increased its circulation 14% and America’s 1st Freedom saw an 8% boost in circulation. All of these circulation increases happened as the numbers were falling for the magazine industry as a whole.