At a time when the demand for ammunition is at an all-time high, the ability to supply customers is at the forefront of dealers’ minds. In the June issue of Shooting Industry, the imbalance in supply and demand addresses shared concerns of manufacturers and customers, ultimately dispelling conspiracy theories.

“In Search of Ammo,” Russ Thurman, Shooting Industry publisher and editor, explores how the incredible demand has affected manufacturers’ production capabilities and customer service. Bob Nosler, president and CEO of Nosler, Inc., has firsthand experience with this overzealous purchasing of ammunition and meeting the recent spike in customer demand.

“Right now, the supply and demand are severely out of sync, and that’s not sustainable,” Nosler said. He reassures readers and customers that when the demand “returns to normal,” it won’t crash the market. “I don’t see a cliff that we’re going to fall off of — I see a glide path that is a change in demand. The change in demand will synchronize with supply.”

Continuing the discussion of trends in this edition, Greg Staunton’s “Dazzling Optics,” points to the growing demand for higher-end optics. Store manager John “Westy” Westerfield, of Yeager’s Sporting Goods in Bellingham, Wash., recommends dealers provide quality optics that give customers the “wow” factor. “The most important thing is to have your crew trained in optics so they understand how a riflescope, a spotting scope or binoculars work, and they can explain the differences in quality and price.” Westerfield advises.

Additionally, the “Salute to the Master’s Sponsors and Teams” is featured in this issue, highlighting all of the participating sponsors and teams that will step to the firing line at this year’s Industry-only event. The Eleventh Annual Shooting Industry Masters will be held in Cody, Wyo., July 19-20.

Dealers are encouraged to enter the June Giveaway by visiting www.shootingindustry.com/giveaway/ for a chance to win a Deluxe Pro Competition Kit and Trojan Horse Long Gun Case from Comp-Tac, valued at over $290.

The June issue of Shooting Industry, is available to view for free by visiting www.shootingindustry.com/digital-editions/. Print editions are available to qualified industry aligned companies and individuals only.

Image courtesy FMG Publications

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