On Target is a different kind of magazine—in a lot of different ways. We're not a bunch of ivory-tower journalists here at On Target. We're just a bunch of "gun nuts" like you who can speak and write fairly good English, and when we test and review guns and hunting products, we present the results in a straightforward, no-nonsense format that provides all the information you need to make a purchase decision—including the price.

The print version of On Target can be picked up free at any of the nearly 2,000 gun and hunting retailers nationwide who distribute the magazine. Those retailers include all Cabela's, Gander Mountain, Dick's, Scheel's, Sportsman's Warehouse and other "big box" stores, as well as your local, independently owned gun shop.

Subscriptions are not available, and for good reason. We're not looking for the chance to provide free magazines to "couch potatoes" who don't support their local gun shops, and by extension, the gun and hunting industry. Our readers have to get off the couch and visit a retailer to obtain a copy of On Target, so it's a good bet that they're all active firearm, ammunition and accessory consumers. Those are the people we want as readers, and the folks who deserve a free copy of On Target.

Many readers are unable to obtain On Target before their gun shop runs out of copies, and for them we also publish a digital version of On Target called i-OT. You can download i-OT—free, of course—right here on our website. While it looks pretty much like the printed version of On Target—the pages actually turn just like a printed magazine—i-OT goes way beyond anything that can be done with ink on paper. In addition to containing extra content not appearing in the print-version of On Target, all i-OT editorial and advertising pages are hot linked for one-click access to the websites of those manufacturers and advertisers appearing on the respective pages. i-OT is zoomable and scrollable, making it easy to read on your computer, and it can be printed out in color for a leisurely read in the outhouse.

In just a few short years, On Target has become one of the leading publications in the industry. We're not completely simple, so we'll take some of the credit for that, but it never would have happened without our readers, retail distributors and advertisers, all of whom have our heartfelt thanks for their loyal and continuing support.

If there's anything we're missing—or something different you'd like to see in or about On Target—shoot me an e-mail and we'll kick it around. Thanks, and best regards to all.

Bill Battles
Executive Publisher
battlesb [at] roadrunner [dot] com