I would subscribe to SWAT (as opposed to buying the occasional issue) if it catered more to the general individual interested in firearms available to the masses. I love the detail of the reviews, but 60% or more of the coverage is on LEO/Military stuff.
I know that I am not your target audience. I am not LEO/Military, nor am I a LEO/Military wannabe. My point: if your scope was slightly broader, I would subscribe. Maybe others would as well.
I'll still support you with my occasional purchase down at Tower Books, especially when I see a review of something I COULD own.