No, I don't think it's the magazines they want most of all, it's the newest of buzz terms - "universal background checks", which is NewSpeak for "no more private sales", and the stepping stone to registration. Current background checks do not call in serial numbers, just "handgun or long gun", but that could change with an EO addressing existing law, I think. Then remove the ability to skip the background check with a state issued CCW permit, and whammo, universal background checks for all, and private sales eliminated.
One guy said, "it's still a private sale, you selling to someone else!", and my response is, "if the government insists on knowing everything going on, there's nothing 'private' about it"