June 29th, 2007

Gun Marketing: Is the Latest Always the Greatest?

At AccurateShooter.com, we like to see innovative new designs, particularly when they allow shooter to perform critical functions with greater precision and efficiency. Does that mean, however, that we need to replace our rifles every couple of years, as we might upgrade a kitchen appliance or cell phone? Noted writer Col. Jeff Cooper cautions that we should not always buy into the latest fad or marketing hype when it comes to rifles:

“Of all sorts of possessions, the personal firearm is the most nearly unique. This is because of its permanence….This makes the marketing of firearms a frustrating enterprise.

[T]he marketer must aim at making a prospective purchaser unhappy with what he already has. You wear out clothes and automobiles, you drink up wines, you shoot up ammunition, but your gun is still there, just as desirable and efficient as it ever was, assuming that you chose it wisely in the first place.”

Cooper’s words are worth considering. Readers of this website do like to learn about new products, and new rifles. But at the same time, we should not forget the value of classic designs that have stood the test of time. So if you have a great older rifle–shoot it, don’t sell it.

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