Are Outdoors Writers Losing Significance At SHOT?

Times change and so does the delivery of information disseminated from events such as the SHOT Show.  Imagine a day when something big took place and it took days, weeks, perhaps even months before the news of “what’s happening” become widespread knowledge to the general public.

When I attended my first SHOT Show back in 1989 there was maybe 300 or so outdoors writers who annually gathered at the event.   It was old school film cameras and notebooks.   I don’t specifically recall, there might have been a few word processors, copying machines and a fax machine, but it is nothing like it is today.

Back then news spread the quickest if someone had a radio show or wrote for a newspaper and happened to cover the event.   In most cases, however, if hunters or the shooting world wanted to learn of new products coming on the marketplace introduced at SHOT they waited several months until closer to fall to read about those sort of things in a magazine.   It’s how the news was delivered back then and people generally accepted it.

Circa 1990. A radio interview is currently underway at SHOT in the press room.

Circa 1990. A radio interview is currently underway at SHOT in the press room.  Unknown participants.

Yet, in those early years there were some curmudgeons who had visions of better ways.   One particular writer whom I admired was Bill Clede, a prolific author on guns and matters involving police work.   Bill was an early adopter of what was evolving into the Internet.   Indeed, my first few years as a young writer was spent listening to Bill and and handful of others extol the virtues of an emerging possibility where instantaneous messaging and pictures could be transmitted from one computer to another clear across the country.

I know what you’re thinking.  Wow, those must have been the dark ages.   Well, in some regards it was a pivotal time in the transformation of information dissemination.   We used CompuServe and had forums with archaic bulletin boards that largely functioned similar to what Facebook does today, but lightyears ahead of that social exercise.   But at the time it was not the Internet.   At least not yet.

To access CompuServe I had to purchase a modem capable of a blazing 300 baud speed.   Eventually the 1200/2400 bauds arrived.   Either way, it required me to place a long distance phone call (in my case to Rochester, MN), to connect to the CompuServe portal and interact.   I was not one of the lucky folks who lived in a city where such a call was a local call.   Thus, I used a program called TapCIS which was a DOS-based program allowing quicker access to CompuServe.   In essence, folks like me would do everything offline—connect to the portal—TapCIS would quickly work its magic, and then I would end the phone call to read what was happening.

Doesn’t sound very efficient, does it?   Well, this happened to be cutting edge communication technology back in the 1980s, folks.   Suddenly a writer sitting in the Press Room at SHOT could theoretically start spilling the beans about new products and subscribers around the country could tune in and discover the news almost as it was happening.

Fast Forward To Today

The fast-paced press room of today at SHOT Show is all about technology and the people who know how to use it.

The fast-paced press room of today at SHOT Show is all about technology and the people who know how to use it.

Gone are the modems with the squealing hook-up noises.   Gone are the long waits for news of what is happening at SHOT.   Gone is the consumer’s patience to wait until mid summer to learn about what new products they will be buying next fall.   Gone is much of the life us pre-technology outdoors writers once understood to be business as usual.

Indeed, during the 2015 SHOT Show information will be blazing out of the confines of Las Vegas even long before the doors of SHOT open on that first morning.   No longer will a press kit filled with news releases and product shots hold the same significance as it once did to a writer.  In fact, most press kits these days are old news before the writer even gets a hold of them.

There was a time during SHOT Show when the organizers sent yellow windbreaker clad folks around on “camera patrol” making sure no pictures where being taken except by qualified journalists.   I suspect that policy is still in place, but let’s face reality.   Next week when SHOT gets underway there won’t be a smartphone at the Sands Convention Center without multiple images in violation of that policy.  To think otherwise is simply being foolish.

Instead of a controlled group of media aiming to distribute the sights and glitz known as the SHOT Show it will be folks on Twitter, Instagram, Tumblr, Facebook, Google+, LinkedIn, Flickr, blogs and a host of other specialized Internet sharing forums.   Within seconds of a picture being taken at SHOT that image and information will be shared to a hungry public willing to consume it anywhere in the world.

Truly, it’s a wonderful thing what has evolved in just a few short decades.   In every show attendee’s pocket/purse is the technology and more importantly the capability to spread the industry news at what once was an unimaginable speed.   Instead of relying on several hundred media types to eventually filter the news, now all show attendees feel motivated to share the excitement and the details from SHOT.

So, where does that leave the legitimate media who still attends SHOT?  Are they lost in the blur of an evolving world where communication flows freely by the masses?   How the hell does a person who desires to make a profession in media still carve out a niche where their efforts have some meaningful significance?

No doubt, it’s a challenge.  Long gone is the excitement of returning home from SHOT thinking your have some “scoop” of information just waiting to develop into a story.   Hell, these days if you wait until you get back to the hotel room you’re probably too late as someone else has already beaten you.

These are exciting times.   A person following the right #hashtags can watch a constant stream of information and pictures develop from SHOT.   Never before could a person lacking the qualifications to physically be AT SHOT feel they have a virtual seat within the halls of SHOT simply by sitting at their computer and following along.

Oh yes, I still have fond memories of what SHOT used to mean to me as an outdoors writer.  That said, I also realize how the future holds many exciting possibilities that perhaps we have not even dreamt of quite yet.

As with anything else in life if you want to maintain significance you need to be willing to change and be an early adopter of that change.  That’s what a few of us with vision did back in the late ’80s…and look where we ended up today because of it.

Why This SHOT Show Will Be My Last

I’ve been blessed. No doubt about it. Having now attended 25 out of the past 27 SHOT Shows has been an awesome experience. Yet, there comes a point in time where one must move on.

Over the years while attending SHOT I have experienced some awesome venues and host cities. Dallas, Houston, New Orleans, Orlando, and of course, Las Vegas. Each location established its own unique personality and I watched the SHOT Show grow into what it has become today–one of the largest trade shows held annually in the U.S.

Over the years I’ve seen lots of unique and revolutionizing product innovations. After all, that’s what the SHOT Show is all about, isn’t it?

Perhaps, but what SHOT has provided most to me has been relationships. Relationships with fellow outdoors writers, gun buyers, exhibitors, manufacturers reps, industry movers and shakers, and many others who share a common interest of shooting and the outdoors.

The SHOT Show is an industry show meaning you can’t gain access without credentials. During the early years those credentials were pretty easy to establish. No more. Today, access to SHOT requires an approval process that certainly is meant to weed out the marginal attendees.

Indeed, SHOT has evolved into a highly regarded and respected industry trade show holding almost mystical dream-like possibilities for the average enthusiast who may never get to attend.

So, why would a sane person give up all of this for future years? It’s a question I’ve asked myself many times over the past year as I’ve pondered this difficult decision. I honestly have no specific reason that sounds good to articulate. Just that sometimes you feel it’s time to move on to new experiences and break out of the routine.

Does this mean I will never attend another SHOT at some time in the future…probably not! Yet, I have already made commitments for both 2016 and 2017 that makes SHOT attendance those years out of the question.

In the coming days leading up to SHOT Show 2015 I plan a few posts reflecting back on my past SHOT experiences. I hope you will find them insightful, interesting, and perhaps even a bit thought-provoking.

SHOT holds lots of possibilities for everyone who attends. A good SHOT Show can make or break many businesses. Dreams come to life by upstart vendors banking on a new product’s acceptance. There’s local gun store buyers with a keen eye for those products that set them apart from the big box stores. Everyone who attends SHOT has goals and objectives to achieve.

This year I plan to soak up the SHOT Show experience with a vision of a person who knows they won’t be back next year or even the year after. It’s time for me to step back and focus on some other important things in my life.

During the next few Januarys SHOT will become an opportunity cost as I take my 6y/o daughter to places that help live out her dreams. Oh, yes…Disney strikes the same sort of magic in the hearts of youngsters of all ages much as SHOT has done for me for over two decades.

Indeed, the SHOT Show is very much like a temporary theme park for those of us who enjoy guns and the outdoors. But like everything else in life, there comes a time to say goodbye!

RANT: How SHOT Show Industry Day At The Range Lost Me

This year I made special plans to attend the SHOT Show Industry Day at the Range (also referred to as Media Day) only to be greatly disappointed.   Let me begin by saying how this is a rant about something I have to get off my chest.   I understand and appreciate how many readers of this blog might feel lucky to have the opportunity just to be part of this day.   To that I say become a writer and report on industry happenings.

Here’s the deal.   Normally I fly into Vegas on Monday (the day before the SHOT Show exhibit floor opens) and prepare for a good night’s sleep before hitting the trade show hard for the next four days.   This year I decided to change up plans.   I had not been to Media Day for a few years and decided I would check it out once again in 2014.   This decision was largely because of this e-mail received in 2012 from one of the event organizers:

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Okay, I thought to myself this is rather special.   They followed up with me to see if I was going to take advantage of my invite.   Well, as luck would have it I could not attend in January of 2013 because I had already booked a flight and lodging plans that would not allow that invitation acceptance…so I responded with this e-mail:

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After this correspondence I thought maybe it’s time to re-think my annual SHOT Show travel plans and include Media Day once again.   So, when plane tickets were purchased and lodging was reserved this year, I planned to come in on Sunday afternoon so I could spend a full day at Media Day and then attend the show when it opens the next day.   Problem is when doing this my budget only allows a 4 nights stay so it meant coming home early on Thursday (and missing two regular show days because of it).

I made the decision to attend Media Day and all went well until registration.   It was a confusing mess and the upshot is this year I apparently wasn’t one of the privileged few to get an all-day invite.   Nope, I was told I could not go to the range until the afternoon session despite the fact all my media colleagues left bright and early in the morning for a full day.

Now, keep in mind I made plans to attend based on what I had been offered in the past with an all-day invite.   I would certainly expect that a media person who was attending his 24th  SHOT would have at least earned that privilege…but apparently not.   I was duped.   I relied on what had been customary all previous years to go out to the Media Day when it opened early and make a full day of it, if that’s what I intended to do.   I most certainly would not have cut my SHOT Show experience short had I known that was the opportunity cost to attend HALF A DAY AT MEDIA DAY!!!

So, I’m done with SHOT Media Day.   That Monday will once again forever become a travel day for me to the main show.   I know some of my colleagues are enamored with getting to do some hands-on shooting and testing.   Good for you.   A lot can be written about a gun when you get to shoot 5 test shots on some uncontrolled desert range.   I find the entire pre-SHOT event to be nothing more than a bunch of hype combined with photo ops in an outdoors setting.

And here’s what really gets me.   I had made these travel plans and was committed to attend Media Day, but I lost out on that opportunity thanks to organizer incompetence.   You see, on Thursday night when my return flight got home I found this package at the top of the mail pile on my desk.


Yup, it was the package of my credentials to attend Media Day.   They were so disorganized this year apparently they could not mail them out in time for some of us to have them in Las Vegas.   What a bummer.   Essentially, I feel like I wasted a day of my SHOT Show experience because of this process and the rather poor way it was handled.

Nope, never again in this blog’s pages will you read me making plans to attend SHOT Media Day at the Range.   In my opinion it is an unorganized joke and I will not allot time in the future, in my schedule, for this event.

I remember the good old days when SHOT only had 300–400 media attend to report on it.   I understand that it has exploded into nearly 2,500 media annually and it gets more difficult to manage all those people.   Still, I refuse to be relegated to a half day access only when on that Monday I could be on a plane sipping a cocktail on my way to THE REAL SHOT SHOW EVENT!!!

©2014 Jim Braaten. All Rights Reserved. No Reproduction without Prior Permission.