What shooting illustrated does

Shooting Illustrated is a free digital firearms publication that operates as an Official Journal of the National Rifle Association of America (NRA), a 501(c)(4) nonprofit incorporated in 1871 and domiciled in Virginia, USA. The platform delivers firearms-focused editorial content including news, product reviews, ammunition and optics guides, concealed-carry coverage, and shooting technique articles, organized into categories spanning Guns, Gear, Ammunition, Optics, News, and Videos. Its content library exceeds 13,854 indexed articles, and the site also hosts on-demand video content including the recurring "I Carry" concealed-carry series and product demonstration videos.

The product surface comprises three integrated components: the core web publication (shootingillustrated.com), a free weekly email newsletter, and a video content hub. Distribution is anchored by cross-linking across the broader NRA digital ecosystem, including NRA Explore, American Rifleman, American Hunter, NRA Family, Shooting Sports USA, and NRA All Access, as well as nrapublications.org for member fulfillment. The publication is geographically scoped to North America (primarily the USA) with global web accessibility.

The business model is consumer-facing and free at the point of consumption. Revenue mechanics are not separately disclosed; standalone revenue is not reported, and the publication is embedded within NRA Publications alongside other official journals. Indirect revenue signals point to advertising sales (the publication lists an Advertising Department contact) and NRA membership-based magazine fulfillment, where members receive one NRA publication as a membership benefit. The primary audience is firearms enthusiasts — gun owners, recreational and competitive shooters, hunters, and concealed-carry advocates — with the secondary audience being NRA's approximately 5 million members.

Name

shooting illustrated

Legal name

National Rifle Association of America

Website

https://shootingillustrated.com

Company type

Private

Founded year

1871

Operating status

Operating

Short description

Shooting Illustrated is a free digital firearms publication serving as an Official Journal of the NRA, delivering news, product reviews, training content, and videos on guns, ammunition, optics, and concealed carry to firearms enthusiasts and NRA members across the United States.

Ownership category

akta.pro rank

Product category

Firearms Media and Publishing

NAICS

All Other Publishers (513199)

SIC

Periodicals: Publishing Or Publishing & Printing (2721), Miscellaneous Publishing (2741)

akta.pro primary industry

Health, Safety & Environmental (HSE/EHS) Publishing (MPAJACAF)

akta.pro secondary industry

Hunting, Shooting Sports & Archery Retail (CRAMABAK)

Keywords

• Firearms editorial content
• Gun product reviews
• Concealed carry guides
• Shooting sports news
• Ammunition reviews

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Distribution channels3 records

Marketing channels4 records

Core offering

Shooting Illustrated is a firearms-focused digital publication and Official Journal of the NRA that delivers editorial content including news articles, product reviews, how-to guides, and video coverage of guns, ammunition, optics, gear, and concealed carry topics. The platform provides firearms enthusiasts with authoritative editorial coverage spanning hunting, self-defense, competitive shooting, and firearms industry news through its website, free weekly newsletter, and video content.

Product overview

Shooting Illustrated is a firearms publication operating as an Official Journal of the NRA. The platform consists of the core Shooting Illustrated Publication delivering news, gun reviews, and articles on shooting sports, complemented by a free weekly Newsletter subscription service and a Video Content section featuring product demonstrations and 'I Carry' video series. The publication covers ammunition, optics, gear, guns, and concealed carry topics, functioning as a content-driven media platform rather than a software product.

Differentiator

Problem solved

Functional benefit

Products and services

• Shooting Illustrated Publication Shooting Illustrated is a firearms-focused online publication and Official Journal of the NRA that delivers news, reviews, videos, and how-to guides covering guns, ammunition, optics, gear, and shooting sports for firearms enthusiasts, gun owners, and recreational shooters.
• Shooting Illustrated Weekly Newsletter A free weekly email newsletter that delivers the latest firearms news, product reviews, videos, how-to guides and concealed carry content from Shooting Illustrated to subscribers' inboxes.
• Shooting Illustrated Video Content An on-demand video section featuring firearms reviews, product demonstrations, training tips, and the 'I Carry' series showcasing concealed carry setups and gear configurations.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights2 records

Emerging players

• The Firearm Blog: Digital firearms news and review platform focused on product releases and industry coverage. Comparable in firearms news and reviews focus, but operates as an independent digital-first outlet.
• Pew Pew Tactical: Digital-first firearms media outlet with strong YouTube and social presence. Comparable audience and content focus, but operates as an independent digital-native brand rather than part of a legacy organization.

Direct peers

• Guns & Ammo: Long-running independent firearms publication covering guns, ammunition, and gear reviews. Directly competes for the same firearms enthusiast audience and advertiser pool.
• Recoil Magazine: Firearms-focused lifestyle publication covering guns, gear, and tactical content. Comparable in editorial focus and target audience to Shooting Illustrated.
• American Rifleman: Official sister journal of the NRA, covering firearms news, reviews, and history. Directly comparable as a fellow NRA publication targeting the same firearms enthusiast audience with overlapping editorial scope.
• American Hunter: Another Official NRA journal focused on hunting, firearms, and conservation. Closely comparable in editorial mission, audience, and parent organization to Shooting Illustrated.
• Shooting Sports USA: NRA's competitive shooting publication covering competitions, training, and shooting sports. Directly comparable as a specialty NRA publication targeting engaged shooters.
• NRA Family: NRA publication targeted at families and new shooters. Sister publication under the NRA umbrella with overlapping audience and editorial resources.

Broad incumbents

• Outdoor Life: Established outdoor recreation publication covering hunting, fishing, and shooting. Wider scope than Shooting Illustrated but competes for firearms/hunting audience and advertiser dollars.
• Field & Stream: Heritage outdoor publication covering hunting, fishing, and shooting sports. Broader portfolio than Shooting Illustrated but substantial overlap in firearms and hunting content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/shooting-illustrated

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about shooting illustrated