At the stroke of midnight yesterday, Ruger turned up an area of their website that may change how firearms are introduced to shooters. Rather than the long-accepted practice of offering previews and private showings to magazine writers months in advance (so as to allow the months of lead time necessary to get their writing and photography ready) Ruger stayed mum, shipping writers' guns out a day in advance of their announcement.And here it is.
Interestingly enough, The Gun Cellar in Hoover, Alabama - the FFL where my gun was shipped - told me they pre-ordered their SR9s based solely on pictures - there were no advance pistols available.
Appropriately enough, this new rollout concept has been called "Red October." Like like the movie of the same name, the launch was synonymous with an unexpected change - although I wouldn't characterize the introduction as a sneak attack.
It truly was a novel idea - after hearing the "buzz" about a new shooter, shoppers would walk into a gun store - and there, in all its newness would sit the new Ruger SR 9. No months of waiting, no hoping the final product would resemble the prototypes in the magazines, just an announcement that a new gun was -gasp- available.
It truly is a new paradigm in firearms marketing.
Friday, October 19, 2007
Via Shooting Wire: