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Just call it "Firing Line" and leave it at that...
IMHO, SWAT, "Tactical" anything, etc., all should be something that should essentially be LEO/military-only, or else they reek of mall ninjas and stereotypical gun crazies... I'd go out of my way to have pictures of women and minorities on the cover too...
I'd also run an editorial policy toward advertising, and not accept "mall ninja" ads - You know, the things that say that you can be a real detective, ads for any ninja stuff, etc... That's all part of the high road, right?
Need a precision-shooting/handloading oriented columnist?
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