There is an excellent article about primers on the Shooting Times website. We strongly recommend you read Mysteries And Misconceptions Of The All-Important Primer, written by Allan Jones. Mr. Jones is a bona fide expert — he served as the manager of technical publications for CCI Ammunition and Speer Bullets and Jones authored three editions of the Speer Reloading Manual.
This authoritative Shooting Times article explains the fine points of primer design and construction. Jones also reveals some little-known facts about primers and he corrects common misconceptions. Here are some highlights from the article:
Size Matters
Useful Trivia — even though Small Rifle and Small Pistol primer pockets share the same depth specification, Large Rifle and Large Pistol primers do not. The standard pocket for a Large Pistol primer is somewhat shallower than its Large Rifle counterpart, specifically, 0.008 to 0.009 inch less.
Magnum Primers
There are two ways to make a Magnum primer — either use more of the standard chemical mix to provide a longer-burning flame or change the mix to one with more aggressive burn characteristics. Prior to 1989, CCI used the first option in Magnum Rifle primers. After that, we switched to a mix optimized for spherical propellants that produced a 24% increase in flame temperature and a 16% boost in gas volume.
Foiled Again
Most component primers have a little disk of paper between the anvil and the priming mix. It is called “foil paper” not because it’s made of foil but because it replaces the true metal foil used to seal early percussion caps. The reason this little disk exists is strictly a manufacturing convenience. Wet primer pellets are smaller than the inside diameter of the cup when inserted and must be compacted to achieve their proper diameter and height. Without the foil paper, the wet mix would stick to the compaction pins and jam up the assembly process.
Here’s an entertaining video from Fog Ammunition. Starting with boxes of bullets and bags of cartridge brass, this video shows how components are bulk-sorted, then .223 Rem ammunition is produced on a modern, linear multi-stage loading machine. In assembly-line fashion, cases are primed, powder is added, bullets are placed, final seating depth is set, and then the case is crimped.
If you’ve never seen an automated loader in action you should definitely watch this video. With this kind of machine, a new round is produced every second or so (see video 1:15 to 1:55). The .223 Remington ammunition featured in this video is loaded with Sierra BlitzKing bullets. Fog offers both rifle and pistol ammo loaded with quality components.
Video Shows Automated Loading Process Start to Finish (Worth Watching):
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YouTube gun video producer .22 Plinkster has unbridled curiosity when it comes to .22 LR performance. A while back he wanted to see how many Christmas ornaments could be penetrated by one .22 LR round. To answer that burning question, Mr. Plinkster lined up 40 plastic Xmas bulbs in a row and then fired a single round of CCI .22 LR Velocitor ammo through the bunch, using his Henry Golden Boy lever action rifle. Did the bullet penetrate a dozen ornaments? Two dozen? What do you think? Watch the video to find out the surprising answer. The CCI Velocitor ammo is rated at 1435 fps.
Christmas Ornament Penetration Test with Henry .22 LR Lever Action Rifle.
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Big news for the shooting community! Just six years after it acquired Savage Arms, outdoor industry mega-corp Vista Outdoor is selling off Savage Arms. The firearms-maker will be acquired by a private investment group led by Savage’s current management. When the sale is complete, Vista Outdoor, parent company of dozens of outdoor brands such as Bushnell, Bell Helmets, CCI, Camelback, Federal, RCBS, and Weaver, will no longer produce firearms of any kind. The sell-back to the Savage management group will include Stevens Arms*, which primarily produces shotguns.
There were multiple reasons given for the sale, which include:
1. Cutting costs, reducing corporate debt, and consolidating operations at Vista Outdoor.
2. Focusing more on the ammunition brands Alliant, CCI, Speer, and Federal.
3. Giving Vista Outdoor’s “ammunition brands flexibility to work with any industry partner”.
In addition, we suspect that, given the current political climate and media antagonism towards gun-makers, Vista Outdoor’s leadership deemed that owning Savage was bad for the company’s overall image. The potential profits from Savage were simply not worth the negative press as well as the potential liabilities from gun-related lawsuits.
By the Numbers: Vista Outdoor acquired Savage Arms (and Stevens) in July 2013 for $315 million. The July 2019 sell-off of Savage Arms (and Stevens) for $170 million represents a $145 million loss for Vista Outdoor. That’s not a good business model.
Founded in 1894, Massachusetts-based Savage Arms is one of America’s oldest gun-makers. While it has produced a wide variety of firearms over the past 125 years, Savage is now best known for its affordable bolt-action hunting rifles that feature barrels attached by a barrel-nut. In recent years, Savage has also moved aggressively into the “black rifle” market producing its MSR series of AR-platform rifles in a variety of chamberings. Savage also produces a popular semi-auto Rimfire rifle, the Savage A17/A22 series.
Here is the official Press Release covering Vista Outdoor’s sale of Savage Arms to a group of investors headed by Al Kasper, Savage’s President and CEO (emphasis added):
Vista Outdoor Announces Sale of Savage Brand
Vista Outdoor Inc. (“Vista Outdoor”) (NYSE: VSTO) announced today that it has completed the sale of the legal entity operating its Savage Arms and Stevens firearms brands to a financial buyer for a total purchase price of $170 million, comprised of $158 million paid at closing and $12 million to be paid upon maturity of a five-year seller note issued by the buyer to Vista Outdoor in connection with the transaction.
The sale is part of Vista Outdoor’s previously announced transformation plan, which outlined the intent to reshape the company’s portfolio by cutting costs, consolidating leadership, paying down debt, and divesting certain brands, including both its eyewear brands and firearms brands, in order to pursue growth in product categories where the company believes it can be market leaders. As the company now looks forward, the focus is on ammunition, hunting and shooting accessories, hydration bottles and packs, outdoor cooking products, and cycling/ski helmets and accessories.
“Divesting our Savage brand was a key aspect of our transformation plan,” said Chris Metz, CEO of Vista Outdoor. “While it was a difficult decision to sell such an iconic brand, I remain confident that this was the correct choice to help Vista Outdoor grow in those categories where we can have leadership positions. Savage is a fantastic business, and it deserves to continue to evolve into other firearms categories. At this time, however, we simply do not have the resources to transform Savage into the full-service firearms company that it deserves to be and, therefore, we determined the brand would be better off with a different owner. We’re excited to see Savage reach its full potential under new ownership.”
Savage was acquired by Vista Outdoor’s predecessor, ATK, in 2013. ATK’s sporting business – which included Savage, Bushnell, Federal and CCI Ammunition, and dozens of other hunt/shoot accessories brands, spun off in 2015 to become Vista Outdoor.
“The Savage acquisition helped create Vista Outdoor, and we’re grateful for all the success the brand brought to our company over the past six years,” said Metz. “However, this divestiture now gives our ammunition brands flexibility to work with any industry partner to create the best products and meet our consumers’ needs.”
At closing, Vista Outdoor received gross proceeds from the divestiture of $158 million. Vista Outdoor will use the net after-tax proceeds of the sale to repay outstanding indebtedness.
“Reducing our debt is a key part of turning around our business,” said Metz. “Selling Savage and further reducing our overall leverage will improve our financial flexibility and better position the company for long-term growth. We’ve now rebuilt the company’s foundation to provide a more stable base upon which to grow. We have a portfolio of brands that all have the potential to be strong, market leaders in their respective categories and I’m proud of my team’s efforts in reshaping the portfolio over the course of the past year.”
*American firearms manufacturer J. Stevens Arms & Tool Company, now part of Savage Arms, introduced the .22 Long Rifle cartridge in 1887. Savage Arms was founded in 1894 by Arthur Savage in Utica, New York. Within 20 years Savage was producing rifles, handguns, and ammunition. Savage introduced the first hammerless lever-action rifle, the Model 1895, derived from Arthur Savage’s Model 1892 rifle that he had designed for Colt.
Story tip from EdLongrange. We welcome reader submissions.
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Long-time site sponsor Powder Valley notified us about some great Rebate offers from Vista Outdoor companies Alliant, CCI, Federal, and Speer. If you need powder, primers, or bullets, now is a great time to buy. The rebated offers are good now through June 30, 2019. These rebates may also be available when you purchase qualifying products from other vendors Bruno’s, Graf’s, Midsouth, and Precision Reloading.
1. ALLIANT Powder — More Bang for your Buck$ Rebate
If you buy at least four (4) pounds of powder you get $2.00 back per pound, with a rebate limit of $20 (for ten pounds). Minimum purchase four (4) pounds required. This is a great deal when you combine the rebate with Powder Valley’s already low prices.
2. Federal — Handload and Save Rebate
Spend at least $100 on Federal® reloading components (including bullets, brass and primers) to get 20% of the purchase price back. Rebate amount calculated on purchase price only, does not include taxes and/or shipping/handling fees. Maximum rebate $100 per person or household. Minimum spend $100 required.
3. CCI — Primed for Action Rebate
Spend at least $100 on CCI® reloading primers to get 20% of the purchase price back. Rebate amount calculated on purchase price only, does not include taxes and/or shipping/handling fees. Reloading components only; offer does not apply to percussion caps. Maximum rebate $100 per person or household. Minimum spend $100 required.
4. Speer — More Bullets for your Benjamins Rebate
Spend at least $100 on Speer® component bullets to get 20% of the purchase price back. Rebate amount calculated on purchase price only, does not include taxes and/or shipping/handling fees. Maximum rebate $100 per person or household. Minimum spend $100 required.
Get up to $320 Total Rebate — Alliant, CCI, Federal, and Speer
These Rebate Offers are good through June 30, 2019. Powder Valley explains that these rebates are all separate programs: “Each of these brands have their own rebate, No Mixing and Matching of these brands unless you want to participate in all four rebates. If you have any questions please read the Terms or call us to explain.” To get any particular rebate you’ll need to buy the qualifying amount of product for that particular brand. If you do all four Rebates, you could get a total of $320.00 back.
Leveraging the incredible success of the 6.5 Creedmoor cartridge, ammo-makers and rifle manufacturers have teamed up to produce a bigger Creedmoor cartridge — the 7.6 Creedmoor. The latest addition to the Creedmoor line gets its name from its 7.62mm bullet dimension. Yep, that makes it a .30-cal cartridge, but the creators stuck with the metric title for consistency. Makes sense. We like the way “7.6 Creedmoor” sounds and we bet consumers will too. The 6.5 Creedmoor has been a singular success — it is by far the most popular new cartridge introduced in the last decade. We think the 7.6 Creedmoor could become equally successful in short order.
In creating the new 7.6 Creedmoor, the product engineers were primarily concerned with accuracy, reliability, and compatibility. In a brilliant marketing stroke, the 7.6 Creedmoor’s designers crafted this cartridge to be 100% compatible with existing .308 Winchester and 7.62×51 rifles. So you can shoot the 7.6 Creedmoor safely in your existing .308 Win deer rifle or F-TR rig. As one ammo-maker’s marketing manager told us: “The 7.6 Creedmoor gives you everything you liked about the .308 Win, with a trendy name and the undeniable Creedmoor cachet. The 6.5 Creedmoor has become hugely popular. We expect the new 7.6 Creedmoor to do as well, or better!” We agree. Consider this — the 7.6 Creedmoor offers much better barrel life than the 6.5 Creedmoor, along with better bullet selection, particularly for hunters. With these advantages, how could the 7.6 Creedmoor not become a huge hit? The Creedmoor name alone should ensure success.
We discussed the new 7.6 Creedmoor with Dennis DeRille, one of the “founding fathers” of the 6.5 Creedmoor. Dennis said — “The Creedmoor name is synonymous with innovation and tactical success. This new 7.6 should live up to its name as it delivers .308 Win performance in a package for the 21st Century.”
Reassuring .308 Win Ballistics and Die Compatibility
Another great feature of the new 7.6 Creedmoor is that you can use existing .308 Win dies and reloading components. That excited one PRS shooter: “I had all this old .308 brass and .30-Cal bullets sitting around. When I heard about the 7.6 Creedmoor I said ‘Wow this is great, I can use this stuff in a Creedmoor now’. I know it will be accurate based on the name alone. That’s cool — tacticool!”
Because the new 7.6 Creedmoor shares case capacity and design details with the venerable .308 Win, it also shares the .308 Win’s impressive ballistics performance. “Whatever you can do with a .308 Win, you can do with the 7.6 Creedmoor… and then some!” says Hornady. Here is a chart showing projected velocities for the 7.6 Creedmoor with various barrel lengths and bullet weights.
NRA Approves 7.6 Creedmoor for F-TR Competition
Currently, NRA competition rules restrict F-TR rifles to the .308 Win (7.62×51) and .223 Rem (5.56×45) chamberings. But that’s going to change. Starting in June 2019, the NRA will allow 7.6 Creedmoor rifles in all F-TR matches. In addition, the 7.6 Creedmoor can be used in service rifles such as the popular M1A. It’s great to see this old battle rifle updated with Creedmoor accuracy and performance.
USA and Foreign Ammo Makers will Produce 7.6 Creedmoor Ammo
7.6 Creedmoor factory-loaded ammunition will be available from all major USA ammo-makers including Federal, Hornady, CCI, and Remington. As well, foreign ammo-makers Hirtenberger, Sellier & Bellot, and Prvi Partizan have pledged to produce 7.6 Creedmoor ammunition. That’s good news for shooters who want affordable Creedmoor ammo. One ammo-maker told us: “The whole industry is excited about the 7.6 Creedmoor. To be honest, .308 Win ammo sales have been declining for a number of years. Now we can repackage those same great components and market them to a new set of consumers reared on the 6.5 Creedmoor. This is a great deal for ammo-makers, who know how excitable Creedmoor fan-boys can be!”
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CCI and Federal Premium are both brands of Vista Outdoor. Most CCI rimfire is produced in Idaho, while other Federal-branded rimfire ammo is produced in Federal’s Anoka, Minnesota facilities. Here we feature videos from both CCI and Federal ammo plants. Watch and learn how rimfire ammo is made.
Field & Stream Tours Federal Ammo Plant in Minnesota
A reporter for Field & Stream recently got a chance to tour the Federal ammunition production facility in Anoka, Minnesota. This large plant produces both rimfire and centerfire ammunition. While touring the plant, the reporter was allowed to capture video showing the creation of .22 LR rounds from start to finish. This is a fascinating video, well worth watching.
Note to Viewers — After Starting Video, Click Speaker Icon to HEAR audio!
This revealing video shows all phases of .22 LR ammo production including cupping, drawing, annealing, washing, drying, head-stamping, priming, powder charging, bullet seating, crimping, waxing, inspection, and final packaging. We recommend you watch the video from start to finish. You’ll definitely learn some new things about rimfire ammo.
.22 LR Ammo Production in Idaho
Back in 2016, YouTuber 22Plinkster was able to tour the CCI Ammo plant in Lewiston, Idado. Here is the rimfire production video he produced.
The Manufacturing Process for .22 LR Rimfire Ammunition Shooting Sports USA explains: “Rimfire cartridge cases are the oldest self-contained cartridge in existence, having been in continuous production since the mid-1850s. Rimfire cases are drawn from a thin piece of brass and formed with a hollow rim. A priming compound is then forced into the case using centrifugal force, where it is charged with powder and a bullet is seated in the mouth of the case. The case is then crimped around the bullet to ensure sufficient push and pull when the round is fired. When the firing pin strikes the thin brass rim of the case, the hollow rim is crushed and the primer is ignited.” Source: SSUSA.org 9/2/2017.
Here’s a “must-read” article for .22 LR rimfire shooters. The recently-released October 2018 issue of Shooting Sports USA (SSUSA) includes a great article with data on thirty-one (31) different types of popular .22 LR rimfire ammunition. The line-up includes low-speed, standard, and Hi-Velocity types, plus choices for plinking, varminting, and target applications. Brands tested include: Aguila, American Eagle, CCI, Federal, Fiocchi, Lapua, Remington, and Winchester. The slowest ammo, CCI Quiet-22 Lead RN, clocked 727 FPS. The fastest ammo, CCI Short-Range Green Lead-Free HP, ran 1735 FPS, more than twice as fast as the Quiet-22.
For each ammo type, SSUSA lists the bullet weight, velocity (FPS), and average of two, 5-shot groups at fifty yards. The most accurate ammo was Lapua Center-X LRN, with a 0.37″ average 50-yard group size. Second best was Lapua X-ACT LRN at 0.42″. Ammo was tested from a bench with a Cooper Model 57-M rifle fitted with 3-9x33mm Leupold VX-2 scope. The ammo offerings were grouped into three categories: (1) Varmints/Small Game; (2) Target; and (3) Plinking. (See ammo tables below.)
Click for larger page-view.
Different types of .22 LR (Long Rifle) rimfire ammo have different applications. Subsonic ammo, typically, is best for 25m to 50m target work with precision rimfire rigs. Hi-Velocity .22 LR ammo provides a flatter trajectory for longer ranges. SSUSA explains: “The array of .22 LR loads… turns a person’s head every which way. Subsonic target loads are the key to decisive accuracy on targets, while hyper-velocity cartridges provide striking bullet expansion on small varmints. In between, standard and high-velocity .22 LRs are loadrf with a variety of bullet weights and styles for everything from small-game hunting to plinking[.]” READ Full SSUSA .22 LR Rimfire Ammo Story.
Rimfire Ammo Article tip from EdLongrange.
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We are often asked “Can I get more velocity by switching primer types?” The answer is “maybe”. The important thing to know is that changing primer types can alter your load’s performance in many ways — velocity average, velocity variance (ES/SD), accuracy, and pressure. Because there are so many variables involved you can’t really predict whether one primer type is going to be better or worse than another. This will depend on your cartridge, your powder, your barrel, and even the mechanics of your firing pin system.
Interestingly, however, a shooter on another forum did a test with his .308 Win semi-auto. Using Hodgdon Varget powder and Sierra 155gr Palma MatchKing (item 2156) bullets, he found that Wolf Large Rifle primers gave slightly higher velocities than did CCI-BR2s. Interestingly, the amount of extra speed (provided by the Wolfs) increased as charge weight went up, though the middle value had the largest speed variance. The shooter observed: “The Wolf primers seemed to be obviously hotter and they had about the same or possibly better ES average.” See table:
Varget .308 load
45.5 grains
46.0 grains
46.5 grains
CCI BR2 Primers
2751 fps
2761 fps
2783 fps
Wolf LR Primers
2757 fps
2780 fps
2798 fps
Speed Delta
6 fps
19 fps
15 fps
You can’t extrapolate too much from the table above. This describes just one gun, one powder, and one bullet. Your Mileage May Vary (YMMV) as they say. However, this illustration does show that by substituting one component you may see significant changes. Provided it can be repeated in multiple chrono runs, an increase of 19 fps (with the 46.0 grain powder load) is meaningful. An extra 20 fps or so may yield a more optimal accuracy node or “sweet spot” that produces better groups. (Though faster is certainly NOT always better for accuracy — you have to test to find out.)
WARNING: When switching primers, you should exercise caution. More speed may be attractive, but you have to consider that the “speedier” primer choice may also produce more pressure. Therefore, you must carefully monitor pressure signs whenever changing ANY component in a load. Glen Zediker recommends decreasing your load ONE FULL GRAIN when changing to a different primer type, one that you haven’t used before.
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At the request of our readers, we provide select “Deals of the Week”. Every Monday morning we offer our Best Bargain selections. Here are some of the best deals on firearms, hardware, reloading components, optics, and shooting accessories. Be aware that sale prices are subject to change, and once clearance inventory is sold, it’s gone for good. You snooze you lose.
1. Amazon — Caldwell Long Range Target Cam System, $313.99
Forum members have purchased this Caldwell Target Cam System and they’ve found that it works reliably, providing a clear signal to any WiFi-enabled mobile device (smartphone, iPad, Laptop). Amazon is offering this complete system for $313.99, with FREE shipping. One member specifically tested the unit at 1000 yards and it functioned fine. NOTE: This system does NOT have a zoom camera lens, so you need to position the camera within 10 yards or so of the target. But if you place it to the side a bit, this shouldn’t be a problem. NOTE: This system comes with a nice, fitted carrying case that holds camera, transceivers, antennas, and stands.
2. EuroOptic.com — Tikka T3 Liquidation Sale, Rifles from $349.00
EuroOptic.com bought a large quantity of Tikka T3 rifles from the North American distributor. Now these T3s are being offered at huge discounts –some well below wholesale cost. Tikka rifles that typically retail for $600 to $1000 are selling for $359 to $600. Save Hundreds! This is an amazing offer if you are looking for a very high-quality hunting rifle at a rock-bottom price. To add to the incentive, the first 500 T3 purchasers will receive a FREE Badlands Tenacity Backpack, a $45.00 value.
3. Bullets.com — Liquidation Sale with Incredible Savings
Bullets.com is closing up shop. For the past few months Bullets.com has selling off its inventory. There are still some great products left at really low prices — in many cases below wholesale cost. How about a 100-ct box of 197gr 7mm Sierra MatchKings for just $22.95. Awesome deal — MidwayUSA charges $49.99/100 for the same 197gr bullets! Or grab some very good Norma rimfire ammo for less than $3.00 a box. You’ll want to act soon to enjoy these bargains before they’re gone for good.
4. Brownells — CCI .22 LR Ammo, $24.99/500 or $89.96 for 2000
Here’s a great deal on big-name, rimfire ammo. Right now you can get a 500-round pack of CCI Standard Velocity 40gr LRN ammo for just $24.99. That works out to just five cents ($0.05) per round. But it gets even better. If you purchase at least four 500-rd packs (2000 rounds total), you also get FREE shipping and a $10.00 discount with CODE JDC. With that “JDC” discount code, your total price is just $89.96 for 2000 rounds delivered, or 4.5 cents per round! That’s a great deal on reliable CCI ammo that’s good for plinking and rimfire cross-training. NOTE: If the JDC code has expired, try CODE MCP for free shipping on $49+ orders.
5. VihtaVuori — $5.00 Per Pound Rebate on Vihtavuori Powders
Earn Up To $60 Cash Back On VihtaVuori Powders
The 2018 VihtaVuori Rebate Program is under way. For a limited time, earn $5.00 back per bottle when you purchase VihtaVuori powders. Offer is valid on qualifying purchases made between August 15, 2018 and October 15, 2018. Be sure to keep your receipts and note the labels. The Rebate application MUST include proof of purchase showing retailer name and date of purchase. And the Rebate Form MUST include the serial number for each VihtaVuori bottle purchased.
VV Rebate Start Date: 8/15/2018
VV Rebate End Date: 10/15/2018
Postmarked By Date: 11/30/2018
Minimum Purchase: One 1-pound bottle
Maximum Purchase: Twelve 1-pound bottles
Maximum REBATE is $60.00
6. Grafs.com — Lyman Summer Sale, 10-22% Off Select items
Lyman has brought out some fine products in recent years, tools that offer excellent performance for the price. Now you can get a serious discount on a variety of Lyman products, including the popular Lyman BoreCam, and the Lyman Trigger Pull Gauge, our “go-to” tool for measuring pull weights. Here are some of the best Lyman Summer Sale deals at Grafs.com now:
7. CDNN — Winchester XPR Rifle $289.99 after $75 Rebate
We like the Winchester XPR as an affordable, entry-level hunting rifle. The three-lug bolt has a short throw, the mags seat easily and the rifle balances well. CDNN is offering the XPR for just $364.99. That’s a great price, but it gets even better. Winchester is offering a $75.00 factory rebate, lowering your net cost to just $289.99. That’s less than you’ll pay for a new custom barrel! This CDNN deal is available now for four popular chamberings: .243 Win, .308 Win, .270 Win, and .30-06 SPR. Winchester’s $75 Factory Rebate applies to any new Winchester XPR or Model 70 rifle purchased from August 1 through October 31, 2018. For more info, visit Winchester’s Trophy Season Rebate Page.
8. Champions Choice — Deluxe 58″-Long Rifle Case, $68.00
Many of our readers shoot Palma, F-Class, and ELR rifles with long barrels (up to 35″). It’s difficult to find high-quality, well-padded cases that fit very long rifles. Champion’s Choice offers just such a product, the 58″ Deluxe Soft Rifle Case. With thick 1″ padding on each side, big pockets, and backpack straps, this black/blue/white gun case has earned rave reviews from our Forum members. There’s plenty of room for big scopes, and it even comes with an internal tube to hold your cleaning rod.
9. Amazon — 12″x12″ Splatter Grid Targets, 10 for $9.99
This 12″x12″ Splatterburst Target combines splatter shot marking with a grid background, with five aiming points. The bright neon shot circles make it easy to see your shots. And the handy grid lets you quickly estimate your group size. Get a 10-pack for $9.99, or a 25-pack for $17.99 (better deal). This particular target has earned rave reviews — 87% of verified buyers gave this a FIVE-Star rating. One example: “Excellent quality and durability. The adhesive is really strong. High contrast makes down range targeting easy and the splatter contrast is [great].”
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Vista Outdoor Announces Strategic Business Transformation Plan
Big news. Vista Outdoor Inc. (NYSE: VSTO) may be selling off gun-makers Savage and Stevens, declaring it will “explore strategic options” for those brands. However, Vista Outdoor will retain its businesses that produce ammunition and reloading components: Alliant Powder, CCI, Federal Premium, and Speer. The sell-off of Savage and Stevens is not a sure thing yet, but Vista’s new CEO Chris Metz has been looking hard at the “bottom line” and he says that the gun-making brands have not been as profitable as expected. This is not just an exit from gun-making. Vista Outdoors executives have analyzed the company’s full portfolio of brands, and decision-makers have targeted other brands for sell-off. READ Vista Outdoor News Release.
The Wall Street Journal reported: “The company [Vista Outdoor, VSTO, -13.07% on 5/1/18] said Tuesday it would pare its brands to focus on business lines including ammunition and shooting accessories, water bottles and packs and outdoor cooking ware. It will explore the sale of several brands including Bell bike helmets, Giro snow goggles, Blackburn handlebar tape, Jimmy Styks paddle boards, and Savage and Stevens firearms[.]”
Notably, Vista Outdoor remains fully committed to the ammunition and components businesses. In an official news release, CEO Metz stated: “Vista Outdoor is excited about the potential of each of our core businesses, particularly ammunition, which is our largest core business. An increased focus on our heritage ammunition business will manifest itself in more innovative and breakthrough new products introduced over the next few years. We also anticipate that by prioritizing this business, we will be able to invest more capital to further enhance and expand our global leadership position.” Metz denied that the sell-of of Savage and Stevens was a response to a boycott by the REI outdoor retail chain. The CEO said that REI represents less than 1% of the company’s total sales.
CEO Metz acknowleged that revenues were down substantially for the past fiscal year (ending 3/31/18), and reduced gun sales were one reason: “Sales were $2.3 billion, down 9% from the prior year. The decline was caused by lower volume in Shooting Sports across all ammunition categories, lower pricing across the portfolio, and lower firearms sales as a result of decreased demand impacting the shooting sports industry. Additionally, Outdoor Products declines were caused by market conditions affecting shooting-related categories, including hunting and shooting accessories, optics, and tactical products.”
Vista Outdoor currently has a large portfolio of brands, including guns, gear, eyewear, ammunition, camping equipment, and much more. Top brands for guns and shooting, after Savage and Stevens, are: Alliant Powder, American Eagle, Blazer Ammunition, Bushnell, CCI, Federal Premium, RCBS, and Speer.
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The .22 Long Rifle (.22 LR) round is widely regarded as a relatively weak cartridge with very little penetrating power. Compared to most centerfire ammo that’s certainly true. But the venerable .22 LR actually packs more punch than you might expect. A recent test by rimfire specialist 22Plinkster demonstrated that the little .22 LR has enough power to drive a bullet through multiple walls.
In this video, 22Plinkster tests two types of .22 Long Rifle ammo, seeing how far a .22 LR bullet will pass through sheets of 1/2″-thick drywall. He shoots CCI Velocitor and CCI Stinger ammo types from both a pistol and a rifle. The results may surprise you. Shot from a pistol, the CCI Stinger ammo penetrated Nine (9) drywall sheets. Out of the rifle, the CCI Velocitor Ammo passed through Eleven (11) sheets, while the CCI Stinger stuck in the eleventh board, after passing through Ten (10) sheets.
The rimfire ammo’s penetrating power surprised .22 Plinkster: “I was really surprised that [the ammo] went through as many [dry wall boards] as it did. I was thinking four, maybe five tops …” He points out that the rifle penetration of 11 sheets was “equivalent to five walls, maybe six walls. If you were shooting in your house, and you had 1/2″ drywall, it would go through five walls. Now, that’s pretty scary that a .22 Long Rifle could do that.”
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Size Matters
