“The concept of the Western ideal, the lone gunslinger saving the day, never dies. It’s very much ingrained in American culture but evolves with every generation,” says Bryce Wayt, Cimarron Firearms VP of operations and media.

In the March issue of Shooting Industry, two features lean into this sentiment as an avenue for dealers to consider. Bryan Hendricks provides a closer look at the “lever-action” renaissance underway as new markets emerge for traditional firearm styles. Likewise, with its catalog of nostalgic, Western-inspired rifles, revolvers and shotguns, Laura Burgess and Ashley Gall illustrate why the “Sun Never Sets In Cimarron Country.”

Tim Barker presents the second installment of a three-part series on self-defense sales in “Loading Up: Must-Have Self-Defense Long Guns.” Long guns may not be the biggest selling category, but they represent a solid opportunity to tap into a steady demand for self-defense firearms. John Harvey, owner of Oak Ridge Gun Range (Orlando, Fla.), confirms: “Shotguns are selling like hotcakes since they made it legal to have a really short barrel.”

The March issue also includes Jay Pinsky’s “Fabric & Firearms” — the story of one couple who blended their experience, hobbies and acumen to launch three businesses under one roof, resulting in a surprising advantage. SI Editor Jade Moldae offers his “Final Thoughts On SHOT Show 2024,” which focuses on innovation, data and storytelling, while Massad Ayoob highlights new entrants with the greatest sales potential in “Self-Defense Hot Shots From SHOT Show 2024.”

Guest contributor Bethany Beathard lends tips to help break down barriers of diversity and inclusion by welcoming customers who represent various ethnic and cultural groups in Best Practices. Family-owned brands are a familiar concept in the shooting industry, and today, more women are at the helm of these companies. Carolee Anita Boyles introduces the leaders of Otis Technology and MKS Supply in Arms & The Woman. In Personal Defense Market, Massad Ayoob showcases Royal Range, a flooded metroplex-turned-5-star shooting facility in Nashville, Tenn.

Discover more in 2024 at ShootingIndustry.com and sign up for Dealer Advantage weekly emails to get the latest industry news and new product info. Join the conversation anytime: comments@shootingindustry.com, facebook.com/shootingindustry and linkedin.com/company/fmg-publications.