Gun Trade Insider recently had the opportunity to speak with the publisher and editor of Rifle Shooter, the respected consumer print title that is about to celebrated its 100th issue. We explore the magazine’s evolution, its content strategy, and the value it brings to its partners and readers.
Reaching 100 issues is a significant milestone for any print publication. Rifle Shooter has managed to stay relevant and appealing in the ever-evolving shooting industry, through continuous adaptation and understanding of its audience’s needs. Editor, Paul Austin has been instrumental in the brands success, he told Gun Trade Insider, “Staying in tune with our readership and market trends has been crucial. Our readers want to stay updated with the latest tech and techniques. They seek real advice from industry experts, hands-on experiences with products, and practical field advice. Most of our readers aim to improve their performance and look to the title to help inform buying decisions. The Rifle Shooter brand has always been geared toward those goals.”
The content strategy of Rifle Shooter has been fundamental to its sustained success. Paul explained, “Our content strategy is straightforward: provide readers with what they want, whether it’s technical advice, buyer’s guides or shooting tips. In a rapidly evolving shooting environment, staying current with events, legislative changes, and developments is essential. The shooting world moves at pace, and our readers need honest opinions rather than hype from less authoritative sources that lack trust and credibility.”
Looking ahead, Rifle Shooter plans to innovate by continuing to deliver high quality content on and offline while adapting to the changing landscape of the shooting industry.
Over 100 issues, Rifle Shooter has cultivated strong relationships with industry partners, advertisers, and contributors. Paul emphasised the importance of these relationships, stating, “We strive to maintain industry relationships while remaining impartial. The confidence of our readership drives sales and builds trust. Our goal has always been to build a trusted brand. Manufacturers know they’ll be treated fairly, and readers have the confidence to act on our advice, especially when it comes to the sometimes-substantial investments required in the rifle shooting vertical.”
Notable partnerships have significantly impacted the magazine’s success, with contributors being dedicated shooters and enthusiasts who share their hard-won experience and honest opinions. In the context of a rapidly changing media landscape, Rifle Shooter has adapted to digital means of content delivery following market trends. Paul highlighted their digital initiatives, “We’ve made significant strides in new media. Our Shooting Show, YouTube channel, Rifle Shooter and the Shooting UK website have become industry standards. We plan to build on this with more direct interaction with our readers and viewers through our weekly newsletters and targeted content on all our social media channels.” These digital initiatives complement the print edition and help reach a broader, more engaged audience.
Looking ahead, Rifle Shooter is focused on evolving its brand by embracing new channels to enhance its existing platforms. Simon K. Barr, CEO of Fieldsports Press, the publisher behind Rifle Shooter, shared his strategic goals for the brand, “We love being the trust, authority and credibility in niche verticals. The Rifle Shooter brand caters for an extremely high value audience group in the UK market, so we care greatly about nurturing all aspects of this brand. As a keen rifle shooter, I am passionate about the incredible content Paul and his team produce and I am lucky that he lets me write the odd feature myself from some of my foreign hunting adventures. We will continue to invest in the brand which is a core part of our overall UK market offering.”
Rifle Shooter’s commitment to providing valuable content and maintaining its trusted voice in the industry ensures that it will continue to be a leading publication in the shooting sports world.
Publisher Simon K. Barr hunting reindeer in Iceland that will feature in a forthcoming issue of Rifle Shooter