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March 2011 Briefing - (permalink)

Here at S.W.A.T., we really don’t picture ourselves as being in the magazine business. We’re in the information and training business—and we endeavor to do it better than anyone else.

Unlike most magazines, the paths of advertising and editorial are not tightly entwined at S.W.A.T. The truth of the matter is that they rarely even cross. Knowing that many people take what they read at face value, we feel it is our duty to tell the truth concerning anything we write about—good or bad. Have we lost advertisers over this policy? Absolutely, some of them major players in the industry. And so if you see that our authors have a lot of positive things to say about the products they evaluated in this issue (or any issue for that matter), you know that’s how they truly feel about them.

When Publisher Rich Lucibella purchased S.W.A.T. a decade ago, things were not going well for the publishing business in general. Many magazines were cutting down on both the number of pages and the amount of color to save money. Bucking these trends, Rich increased S.W.A.T.’s frequency from nine to 12 times a year, added pages, and put color on every page. In short, we raised the bar.

Then we did it again two years ago by producing the award-winning S.W.A.T. Magazine TV on the Outdoor Channel. We are presently planning our third year of the show.

And we’re about to raise the bar again. Many readers have noticed that they can now find S.W.A.T. on Facebook. As with Mail Room in the print version of S.W.A.T., comments—both pro and con—are appreciated.

You can also comment on, ask questions about or discuss S.W.A.T. in our dedicated and always uncensored forums. You’ll find one at www. thefiringline.com and the other at www. ar15.com.

In addition, our website is undergoing some major changes and will not only be more intuitive, but will also have videos from training courses, new releases by firearm manufacturers and much more. Each month we’ll have one or two feature articles as well as some columns available as free downloads from the website.

I used to say that I enjoyed reading print more than looking at a computer because I could take a printed magazine, newspaper or book to the bathroom with me. However, with so much content available for e-readers, laptops, smart phones, iPads and other devices, reading off a screen is now possible in every room of the house. And so, we are currently in the planning stages of creating an electronic version of S.W.A.T. Knowing that times are tough out there, we will still occasionally run our S.W.A.T. Sweepstakes to give readers a chance to win some of the best firearms, ancillary equipment and even training from the top names in the industry. In fact, there’s one in this issue.

Until next time, stay low and watch your back

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Big thank you guys!