The articles are chosen for their blend of story quality and interest, technical data, humour, expert information and photographic excellence.

The high quality of the magazine means it has an extended life, with the odd issues still appearing in back country huts from the 1930's when publishing first began. We also distribute hundreds of extra issues through various sporting trades shows and Field Days during the year.

This creates a huge amount of goodwill and extra awareness throughout New Zealand and Australia. We have a very large potential market, with over 250,000 licensed shooters and hunters in New Zealand.