Title is a turn-off
Rich, I've been hanging around here for awhile now, and have accumulated a few posts. For myself personally, the title SWAT implies such a specialized publication (and one that I'm not very interested in) that I've never even considered subscribing. Why not change the name of the magazine to "The Firing Line"? Now that you've enlightened me, maybe I'll take a look at it and consider a subscription.
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