View Full Version : Contest: Name that Magazine

Rich Lucibella
August 1, 2001, 04:56 PM
For a free year's subscription to S.W.A.T.....rename it. If we use the name, you win. It's that simple.

Give us a gutsy, concise name for a magazine with an LEO/NonLeo readership of 50/50. A magazine as much about tactics and training as products. One that appeals to persons who don't move their lips when they read; individuals who look at images as an accessory, not a subject.

First up:
Firearms Professional

August 1, 2001, 07:16 PM
Contact Distance

In the Loop

Fire Forged

Apple a Day
August 1, 2001, 07:34 PM
How about TFL Magazine:D
Seriously, something concise; how about TACTICAL
That IMHO implies that it is thorough but no nonsense. Those of us who read without moving our lips will know to what the name refers.

Point Blank
August 1, 2001, 07:42 PM
I would keep it SWAT,but Modern Weapons&Tactics would get me thinking of a true winner.

Bud Helms
August 1, 2001, 08:05 PM
Apple a Day was close. How about ... The Firing Line

August 1, 2001, 08:06 PM

Firing Solution

August 1, 2001, 08:50 PM
Me thinks TFL would be a wonderful name

Your target demographic will pick it up cause of the cover images & content and the curious will see the TFL peeking out from the rack and pick it up

August 1, 2001, 09:01 PM
sensop nailed it = The Firing Line - succinct & with many meanings - just like the various topics explored herein.

Wah! I should read more of these "off the wall" topics. Darn, thought it was a misplace from Harley's Research forum & we'd have to guess some obscure 1890's bullet feeding device.

If sensop wins, can I at least read his when he's done? ;)

August 1, 2001, 09:08 PM
How about SWAT in big letters, with "On The Firing Line" underneath. Over time, make the SWAT smaller and smaller, and The Firing Line bigger and bigger, until you officially change the name to The Firing Line. That way you don't lose any of the long time readers.

Personally I kind of like On The Firing Line, so the magazine could be OTFL and the website will always be TFL.

Or my second choice: American Thunder Gunnut Tactical Action Shooting Monthly. :p

Rich Lucibella
August 1, 2001, 09:25 PM
The phase in has already been thought about and decided upon. Whether we do the name change is the issue. However, a review of the content suggests that S.W.A.T. is not an appropriate title.

Yes, there are articles on various Agencies and teams in the magazine....this is as it should be. Those organizations contribute greatly to advances in tactics that can be used by all...and much is to be learned there by anyone who wishes to avoid or win a firefight. But S.W.A.T. is designed as a magazine for serious shooters.....not a fluff piece for advertisers of products.

As to some of the suggestions so far, I need to remind you that keywords in a mag title catch the eye. "Tube Week" would hardly be recognized as TV Guide by an eye scanning 200 titles. Magazines are impulse buys and the title has to cause the eye to recognize a word of interest and STOP. There's a reason why every firearms magazine has the word "gun", rifle" or "firearm" in the title. Keep this in mind.

August 1, 2001, 09:33 PM
Rather than change the name and loose the goodwill of the current subscription base, I would suggest opening up SWAT to something like:


August 1, 2001, 09:39 PM
It would depend on the display of the magazine - as in how much of the front page is viewable.

If just the top couple inches, it may be best to have the official nomenclature right there - snazzy graphic title for an eye-catcher & that's where the name itself would come into play. But, for 1/2 page or better, the month's feature itself could be used for the "pull in."

Looking at the current SWAT mag cover pic, there's a "pull-in" for the "professionals" in the "Creating a Tact Team .... " which draws the eye.

I'm thinking that the month's feature, right above the mag's title/name would/could be The Draw & eye-catcher.

August 1, 2001, 09:40 PM
I love S.W.A.T. magazine and really like the name. Here's some of my suggestions:

Modern Warrior

Modern Defensive Journal

Practical Gun and Gear

Tactical Guns and Gear

Law Enforcement and Civilian Defensive Journal

Defensive Guard

Counter Measures


On Guard

I also like the Firing Line


August 1, 2001, 09:40 PM
ya know what would be a hoot?

we have a Martha Stewart magazine
we have an Opra magazine
we have a Rosie magazine

Jeff Cooper Magazine



August 1, 2001, 09:45 PM
"The Firing Line" would be ideal.

August 1, 2001, 10:24 PM
How about "Front Sight Press?"

August 1, 2001, 10:32 PM
On Target!

August 1, 2001, 10:37 PM
I like The Firing Line as well. Simple, Multiple possible meanings, and a common phrase.

So the free subscription would go to Rich who came up with 'The Firing Line' first.

Don Gwinn
August 1, 2001, 10:38 PM
I can see it now--at least one issue should be title "Richie" with the same script and graphics as "Rosie." Wouldn't that be fun. :D

August 1, 2001, 10:57 PM
"The Firing Line" has a great ring to it.

August 1, 2001, 10:57 PM

August 1, 2001, 11:11 PM
THE FIRING LINE is pretty cool, I must say. You could have a description blurb under it, as many mags do.

blah blah blah blah blah

or something like that.

At least go with "WHATEVER" A Publication of The Firing Line Press. We've got to be in there somewhere! Or maybe THE FIRING LINE A Publication of Molon Labe Press!

- Gabe

August 1, 2001, 11:20 PM
Or, "The Firing Line. A Publication of Front Sight Press."

August 1, 2001, 11:27 PM
Well I was gonna suggest The Firing Line but it looks like I have to be creative. How about Molon Labe Tactical?

August 1, 2001, 11:41 PM
Name the magazine?

How about "Standard Capacity";)


August 1, 2001, 11:43 PM
I'm pretty sure Front Sight Press is taken by Front Sight Academy...hold on a sec.......yep. It's their newsletter.

- Gabe

August 1, 2001, 11:47 PM
Oh well, secondary originality strikes again! :D

Oleg Volk
August 1, 2001, 11:51 PM
Lawful Gun Owner

August 2, 2001, 12:39 AM
Good one, Oleg.

A variation:
Legally Armed

August 2, 2001, 02:15 AM
Responsible Citizen

Herr Walther
August 2, 2001, 04:07 AM
I had almost this same title before I saw P99's post...

I think it's a good one.

Law Enforcement and
Civilian Defense Journel

August 2, 2001, 07:34 AM
Since it's not a magazine that is only about guns, I'll combine Erick and Larry's ideas:

On The Firing Line

or combine Erick and Rich's ideas:

For The Professional

"Weapons and Tactics" keeps the heart of S.W.A.T. beating, while "the firing line" is a place where techniques, ideas, loads, guns, etc. are tested - where the rubber meets the road. "For the professional" hints at law enforcement, but would be vague enough to not scream COPS ONLY!

August 2, 2001, 07:49 AM
Full Magazine + 1

duck hunt
August 2, 2001, 08:31 AM
We both assumed the name would be changed to TFL when you bought it...guess we were wrong!

I still like "The Firing Line" but "Weapons and Tactics" sounds good as well.

August 2, 2001, 08:37 AM
I really like Bluesman's combination idea.

It has the Gun word hook, it tells exactly what the magazine does, and like he says On The Firing Line is where the rubber meets the road.

Point Blank
August 2, 2001, 08:42 AM
National Arms Review .I seen some good ones so far but give it more time.Today i am going to sit in a quiet room with my arms crossed in meditation state,this will result in a front runner.Back to reality.....i know if i went to the magizine rack to buy a firearm related magazine, the title of the mag would have no bearing on my decision to buy it.Guess i get caught up in the cover appeal,whats being reviewed,what articles lies within,and last,but most important,the PRICE of the magazine.This cover appeal -vs-magizine name would probably apply to any mag i bought.If i am searching for a good "skin" magazine i dont give a darn what the cover name is, it would be based on cover appeal (eye candy) as well as content appeal.I think it comes down to catching the eye of the shopper with an appealing cover,THEN,to make the sale, offer a very affordable "trial" price for several months.I have dropped a many mags back down,even though i really wanted them for one reason.....PRICE!!!! Whatever you decide,i wish you the best, and may your cup runneth over.:p

August 2, 2001, 08:52 AM
Nothing original here, but I vote for The Firing Line as first choice. Second would be Modern Weapons & Tactics. The latter has the advantage of keeping the "weapons and tactics" part of the S.W.A.T. acronym. Law Enforcement and Civilian Defense Journal is nicely descriptive, but it's a bit of a mouthful.

Rich Lucibella
August 2, 2001, 09:08 AM
Keep 'em coming!

August 2, 2001, 09:34 AM

August 2, 2001, 09:42 AM
How 'bout a second vote for Standard Capacity though it doesn't contain any "buzzwords"... I like it!

Or, you could do something simmilar like Jane's does...

TFL: Personal Combat Equipment

Front Sight Press's - Tactical Equipment, Personal


August 2, 2001, 09:46 AM
How about "The X-Ring?"

August 2, 2001, 09:51 AM
I, too, will vote for TFL. I also like the 'front sight press' joke. Too cool.


PS I dislike the title SWAT. While this might be a real winner for the gun rag and wannabe crowd, I think it is a case of marketing overshadowing substance.

August 2, 2001, 09:58 AM
"The Bullseye"-its what we're all trying to hit and learn how to get there!

Point Blank
August 2, 2001, 10:00 AM
RikWriter's "The X-Ring" has a nifty "ring" to it,it gets my vote so far.

Dave R
August 2, 2001, 10:25 AM
How 'bout just

Weapons & Tactics

SWAT may have a negative image for some more mainstream potential readers. May sound too specialized, too LEO, or too extremist.

Coverage seems to be mostly weapons & tactics.

That would probably keep the existing reader base un-confused, too.

So, this title would presumably:
-Keep the existing reader base unconfused
-Make the pub a bit more appealing to non-LEO readers, hence expand readership.

August 2, 2001, 10:52 AM
:) ;)

August 2, 2001, 11:08 AM
If you call it anything but THE FIRING LINE, you're liable to have a mutiny on your hands, Cap't Bligh.

- Gabe ;)

August 2, 2001, 11:45 AM
There's been some great suggestions.

How about:

American Defender


Modern Tactical Review

August 2, 2001, 12:02 PM
--Modern Weapons and Tactics for Personal Defense


my original suggestion:

I Can't Believe It's Not SWAT!;)

August 2, 2001, 12:08 PM
-or- you can go back to the ORIGINAL title of the magazine:


Point Blank
August 2, 2001, 12:46 PM
The Combat Handgunners Journal..(might pick up some military subscribers) / The Armed American /

George Hill
August 2, 2001, 01:16 PM
The Firing Line Magazine is good... very good.
Probably my favorite.

Point Blank
August 2, 2001, 02:00 PM
I agree,it HAS to be The Firing Line,i wouldnt change even the colors.I am getting "way out in left feild" but here's some more.......The Armed Oppressor...Firearms Illustrated....The Armory Zone....The Lawful Citizen...Journal of Lawful Techniques....and i saved the best for last..take the ball and run with it Rich,(since i already have a year in the hole, i will donate my years subscription to anyone who cannot afford it,email me!!)Well,how bout:"The Peaceful Packer" ,game over?? Man,i need to go for a walk....:p

Long Path
August 2, 2001, 02:03 PM
Remember that the current incarnation of S.W.A.T. focuses as much on tactics as guns, and also references other weapons and tools.
I believe that anything that references range time or target shooting is to be avoided, as the magazine is about the training with and use of weaponry for real-world applications, not just range time. Thus I reluctantly cannot support the clear favorite (The Firing Line), as it is a reference to range-shooting. (sure, there're other connotations, as in war, but they, too, fit poorly in this context.)

Weapons And Tactics For Everyone.
Nahh, sounds too much like it needs a rainbow flag... ;)

Or how 'bout:

Practical Weapons and Tactics Review
(hmmmm... better.)

Weapons and Tactics: For Those Who Use Them (Subtitle optional.)

Journal of Weapons and Tactics

August 2, 2001, 02:13 PM
Weapons and Tactical Review

Modern Defensive Review (sort of a 'Jane's' kind of ring to it)

American Tactical Review

An American Tactical Journal :cool:

Firearms and Tactical Review (or Journal, or Digest or whatever)

OK, back to the salt mines...

- Gabe

August 2, 2001, 02:20 PM
The Firing Line is already taken. It's the monthly mag put out by California Rifle and Pistol Association.

How about Practical Tactical or
Practical Tactical for the Professional

August 2, 2001, 02:21 PM
heres another idea:

August 2, 2001, 02:51 PM
The Firing Line is already taken. It's the monthly mag put out by California Rifle and Pistol Association.
Noooooooooo! Maybe it's no big deal and we can still use it, Kalifornia's a lost cause anyway ;)

- Gabe

August 2, 2001, 03:29 PM
...considering Tac Mag in a suitably eye-catching typeface.

Point Blank
August 2, 2001, 04:05 PM
"Urban Assult Squadron" / "The Urban Guerrilla Fighter" / "Metro Squad Unit,Inc." /"Extreme Policing"/"21st Century Crime Fighters in the Metro"/Law and Order in America's Jungles"/ "Metro Task Force"/:confused:

Jason Demond
August 2, 2001, 04:30 PM
Ditto on The Firing Line!:) Or SWAT on The Firing Line.:D

Long Path
August 2, 2001, 05:23 PM
Point Blank-- the whole point of changing the name is to remove the "Cops Only" feel from it.

August 2, 2001, 06:15 PM
Tactical Review

Credit to GRD.

Scott Evans
August 2, 2001, 06:34 PM
The Firing Line is and will remain my first choice. It is adaptable to all of the other possible sub categories, alienates no one, and can accommodate both “class” and professionalism”.

Who ever suggested; Modern Tactical Review I think was on to a good second.

The way of the armed civilian.

“Zen and the gun”

The Tactical Edge

The Firing Line (see above)

August 2, 2001, 06:41 PM
Mute had Modern Tactical Review and Long Path had something similar. Thanks AR-10! But, I don't need a subscription, I already paid for mine and am happy to do so again next year.

I do think were zeroing in on something, though. Rich, what do you think? On the right track or what?

- Gabe

Ed Brunner
August 2, 2001, 06:48 PM
It will be "The Ultimate High-Capacity Magazine".
Has a nice ring to it, huh???

August 2, 2001, 07:32 PM
Beta C Magazine
a more than standard capacity magazine

August 2, 2001, 07:39 PM
Hmmmm, lotsa good ideas. how bout

Tactical Man (TM)
Tactical Quarterly (TQ)
U.S, Militia

August 2, 2001, 07:42 PM
Modern Militia
Modern Militia & Tactics
America First

August 2, 2001, 09:06 PM
How about:
Condition One
The Firing Line Magazine

Point Blank
August 2, 2001, 09:23 PM
Advanced Shooting & Tactical Review /Code Red Tactics /

August 2, 2001, 09:27 PM
"GONZO MONTHLY"? ....anyone?...... anyone? Okay maybe not.

I don't see how it could be anything but "THE FIRING LINE" It says everything.

my 3rd coice would be something like " FIREARMS AND TACTICS!For duty and defense"( subtitle optional)

August 2, 2001, 09:39 PM

I nominate:

WEAPONS AND TACTICS for Defense and Law Enforcement
Journal of The Firing Line

August 2, 2001, 10:56 PM
How about "Covering Fire?"

August 2, 2001, 11:02 PM
Wishlist Monthly?

On a side note, do ya thing ya can give LawDog a column for his "The Lawdog Files"?

Point Blank
August 2, 2001, 11:44 PM
The Tactical Advisor / Totally Tactical/CQC Monthly

August 2, 2001, 11:58 PM
The Firing Line is the best :)

The word Tactical is an overkill in today's society.

The only drawback to using The Firing Line is the URL. Having a URL that's the same as the magazine name makes it easier for arm chair Joe to find on the 'net. Since thefiringline.com is already in use ;), it would have to be something along the lines of tflmagazine.com.

August 3, 2001, 12:21 AM
Or you could setup a simple splash page where people can chose the mag or the BBS.

<== this way to the magazine | this way to the forums ==>

- Gabe

August 3, 2001, 01:51 PM
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?

August 3, 2001, 01:56 PM
"Point of Impact"

"Barrel of a Gun"

"Armed and Aware"

in case the laws become too restrictive:
"Pointy Sticks"

We're all sick of the word "tactical."

"Weapons and Tactics" is already a newsletter that you can subscribe to.

August 3, 2001, 02:00 PM
We can not have the word tactical in the title of the magazine.

Tactical would require that the magazine be 40% polymer and only two colors could be used: black and OD green.


August 3, 2001, 02:19 PM
New Magazine Name: Tactical Weaponcraft

Or, as one of my firearms instructors has been heard to say:

Boom, boom. Out go the lights!

Bud Helms
August 3, 2001, 02:53 PM
As long as the articles pertaining to law enforcement are in the context of their survival and the survival and protection of the average citizen and NOT oriented toward "offensive" tactics, then some mix of the terms "Tactics", "Defense" and "Weaponcraft" could combine in an appropriate descriptive title.

Such as:
Weaponcraft of Defensive Tactics
Weaponcraft of Tactical Defense
Tactics of Defensive Weaponcraft
Tactical and Defensive Weaponcraft
Defensive and Tactical Weaponcraft
Tactics and Defense: Weaponcraft

Jack Carson
August 3, 2001, 03:31 PM
Let me add one more.

"Street Wise"

August 3, 2001, 04:11 PM
For the cynic: GUN RAG, the journal of elitist whores of the gun trade ;)

For the naughty types: LOVING ARMS, full page spreads of full capacity magazines and the men and women who love them. Shocking, explicit and no holds barred.

For the weekend warrior: RAMBO'S CLOSET, camo make up tips, one handed M-60 use, tips on choosing a REALLY big knife. This week we interview Cynthia Rorthrock...

For the boy scout : BE PREPARED tactics and training for a better tomorrow (what if that little old lady you helped across the street pulls an uzi?) the citizen's arrest, return of the lanyard, etc.

For the traditionalist: It ain't a swat.. its a COWA (can of whoop-ass). Stooping power of the 45-70 in 'tactical applications', why leather is better than courdura etc. enter our "break a scout rifle with a big assed rock contest". Runner up name: Packing Iron

For the snob: the Black Magazine, to the outsider it means nothing.. to the insider well.. if you have to ask you don't know do you? Comes in a cellophane wrap with no explanation. The antis fear it like the anarchists cookbook, but its on sale in every grocery store in america.

For those who enjoy yanking the chains of the Antis... BIG %$#&^% GUNS, yes all the biggest scariest most leathal hardward and tactics served up with the subtlety of a hollowpoint to the forehead. This mag actually DOES the goat test. Runner up names, Trigger Happy, Gun Nutz.

For those with a sense of irony: BIKINI GIRLS WITH MACHINE GUNS, of course only women are on the staff and thier targets all look like thier ex-boyfriends, no BS and good tactics though. These girls don't shoot to wound. Runner up names: Rich's Angels, Chicks Packing Heat, Gun Grrlz

and my personal favorite:

THE PROFESSIONAL tactics for citizens and law enforcement, or tactics and training for the future (this can appeal to both leo and civilians alike) Should you clear a room or call for backup? You only have 10 rounds.. how to make them count. Or is the 1911 really "obsolete"? (the most popular tfl topic of late)

Just a few thoughts, but hey i've only been in magazines for 7 years or so.

August 3, 2001, 05:05 PM
I like RWK's idea, with a minor change:

for Law Enforcement and Personal Defense

August 3, 2001, 05:16 PM
Ok I was in a silly mood....

August 3, 2001, 05:20 PM
The Armed Professional

August 3, 2001, 05:39 PM
Dr. Rob has some killer ideas! Fantastic. :)

- Gabe

The Rock
August 3, 2001, 09:50 PM
How about:

Condition Red or Condition Yellow?

Gun-related and tactical related.


August 3, 2001, 11:10 PM
You want to catch a roving eye and immediately impart the concept "I am about guns, mostly." Unfortunately, this rules out a good deal of cleverness. Including, IMO, The Firing Line.

On the idea of "grabbing" people:

Guns For Everybody
-This would be best served by lots of cover images of people who aren't normally on gunmag covers. (Calling Dr. Volk...)

Guns For Fighting
-Fits nicely with SWAT's existing cover style. Also no JBT connotation.

Of course, both of these place a heavy emphasis on guns. More so than the current title.

August 3, 2001, 11:24 PM
I hereby nominate Dr. Rob for Senior Graphic Design Specialist for the mag. :cool:

- Gabe

August 4, 2001, 01:10 AM
Dr.Rob. I would have to say that you are a brilliant man. Could I advertise my new gun company "Bad *&^%/#* Arms" in your magazine? :)

Rainbow Six
August 4, 2001, 01:51 AM
Armed & Responsible
Underneath Title:
The Tools And Skills Of Responsible Citizens And Law Enforcement


Rich Lucibella
August 4, 2001, 10:03 AM
Just because I'm not commenting, doesn't mean we're not reading! There's some great choices here. Decisions will be announced probably next week. So there's still time.

August 4, 2001, 10:12 AM
Keep the S.W.A.T. For a while with subtitle

TACTICS For The Armed Citizen

Let the subtitle grow and the primary title shrink over time until it becomes;

............For The Armed Citizen

With "Formerly S.W.A.T" in an upper corner for nuther year.

Respectfully submitted


August 4, 2001, 10:35 AM
Family Firearms

Firearms Monthly

Great Guns

Practical Sportarms

Yeah, I know..it ain't blood'ngutsy...but Tactical Testosterone wudn't be good :)

August 4, 2001, 11:55 AM

Point Blank
August 4, 2001, 12:09 PM
On Guard or Touche'

August 4, 2001, 12:23 PM
Modern Weaponry
Armed Combat
Armed Combat Review & Tactics
Advanced Weapons and Tactics
Advanced Weapons and Skills
Muzzle Flash
Weapons Review
U.S. Arsenal
Gun Sport & Tactics
Trigger Finger

August 4, 2001, 01:52 PM
When does this contest end??

Jamie Young
August 4, 2001, 02:19 PM
Gun Rag

August 4, 2001, 03:21 PM
Ok I could not resist....

resistance was futile...

more silliness...

(and keep in mind this isn't my best work this is just for fun)

August 4, 2001, 03:34 PM
Gun Gab
Fun with a Gun(OK, so maybe not:) )
Great Gorgious Gobs of Glorious Guns Getting Goblins Good
Guns and Tactics for the Professional, or just Guns and Tactics

August 4, 2001, 05:14 PM
Dr. Rob is the man! I love the retro look. Lets make the mag look unique, somthing totally different. It can stand out with the design and not just the content. Think outside the box!

THE FIRING LINE, Dr. Rob! Give us something to get the idea straight. With the right design, we can use THE FIRING LINE even though it doesn't say 'gun'. Maybe a new logo is in order?? Something more arresting, and more obviously gun-related.

- gabe

August 4, 2001, 07:02 PM
Tactical Weapons
& Personal Defense


August 4, 2001, 07:27 PM
I may regret this..


Point Blank
August 4, 2001, 08:00 PM
The Dr. is all over it!!! Looks very good to me,needs some firingline red in also though.

Scott Conklin
August 4, 2001, 08:48 PM
I'm going to weigh in with "The Firing Line". It's got sufficient eye catch, especially considering the usual fare on the cover. If you notice too, it's had a universal appeal here which means something. At the very least it's got a track record, unlike any other selection you might make.

George Hill
August 4, 2001, 09:48 PM
Kodiac returns?

Kodiac never left baby! :D

August 4, 2001, 09:50 PM

August 4, 2001, 09:55 PM
YES! I am in awe, Dr. Rob <bow>. Seeing it all laid out like that is just fantastic.

Are you seeing this Rich!!! :D

That's the bomb. Thanks Doc!

I even dig the subtitle "The Journal of Firearms Professionals and Enthusiasts World Wide", just great. :cool:

- Gabe

August 4, 2001, 10:27 PM
Warm Gun
the magazine for the happy hoplophite

August 4, 2001, 10:29 PM
Modern Hoplophite

August 4, 2001, 10:51 PM
I would have to say "The Firing Line" is the way to go! The magazine and the site should match up. TFL all the way!

Rainbow Six
August 5, 2001, 03:46 AM
Am I the only one that doesn't think that it should be called "The Firing Line"? It would be cheesy to match the site and mag up like that. There;s nothing wrong with linking the mag site and TFL to each other but the magazine already has it's own site. Why two TFL's??? Makes no sense to me at all...

What's wrong with an original name unique and complimentary to the magazine's content/intent?

Anyway, it's a CONTEST, not a vote or poll. The first guy that posted "TFL" as his suggestion has taken that entry. :p


Bud Helms
August 5, 2001, 07:20 AM
Jeff Cooper eats his hat! ...:D:D Now that's funny!

Dr Rob, what are you taking for your condition?

Long Path
August 5, 2001, 11:23 AM

Rainbow Six
August 5, 2001, 02:28 PM

Whatever it is he is supposed to take, I think he's missed a dose or two! :D That one was funny as crap though!!


August 5, 2001, 02:36 PM
Ditto what R6 said.....Sam

August 5, 2001, 02:36 PM
I have to agree with 2nd Amendment on "The Firing Line" title. I love this forum, but it is somewhat different than the focus and ideals of the magazine. It also does not present an idea of what the magazine is about or catch attention.(Having said that, I would prefer it to SWAT and would snap up the mag in a heartbeat if I personally saw that title. I just don't know about the average gun user or LEO.)

I think we should include a list of "buzz words" that might convey the ideals of the magazine. Things like: "GUNS, WEAPONS, TACTICS, TACTICAL, FIREARMS, Law Enforcement, Personal Protection, Modern, Professional, Armed, Citizen, Advanced, Practical."

We could also make a list of Buzz words to avoid that don't apply to this magazine. Like: Sport, Arsenal, Warrior, Covert, Rosie... you get the idea.

The lists should represent what Rich has in mind for the mag, not what we have in mind, so we would just be making suggestions. A list from Rich after some suggestions from us may be useful in finding a title, as well as understanding his ideals for the magazine.

One more idea before I go: "Practical Tactical"
(I'm actually geting paid while I think of these:D Yes, I will keep my day job:))

August 5, 2001, 07:08 PM
1) Queer for GUNS
5) The Journal of Hoplophilia
6) The Citizen
7) Guns, Guns, and more Guns, and other cool stuff too.

and the best of all:
Louis Awerbuck Fan Magazine :D

August 5, 2001, 07:36 PM
Um.. re "Cooper eating his hat" its an old line I said months ago regarding his 'scout concept'.

As for the return of Kodiac.. we haven't had a good rant in a while George.

And for your information I'm not on any sort of meds. Then again maybe I should be.

And hey that was the meanest looking pic of me with a rifle, so i used it. i'm so out of firearms pics I need to go take some more.

Morgan? what are you doing this week? Coinneach?

George Hill
August 5, 2001, 08:20 PM
You didn't feel my rant about The Planet of the Apes was good enough? That was one rant... and my Hollywood rant?

I got one for you...

The [email protected] Project. (http://setiathome.ssl.berkeley.edu/) The truth to the Seti at home project... Okay, here is my theory and I am sticking to it. Berkly doesnt care about the Search for Extraterestrial Inteligence. The project uses something called distributed computing. Let me tell you what it really is. Its an A.I. You see the human brain is made up of millions of brain cells, and after college you still have about 250,000... Anyways thats still an aweful lot. More computing power than we could ever hope to achieve in any computer system. Now, since we can't build any computer tough enough to handle any sort of A.I. some guys at Berkly decided that they needed more power... They needed the power of millions of computers all linked over a network such as the internet to act as the individual neurons. Each computer hooked up via the Seti @ Home project acts as a brain cell. Through this vast network they have generate a very large positronic brain that has given life to an A.I. They call the A.I. Seti. Seti doesnt care about ET either. Infact Seti doesnt care about much of anything. You see the project failed to deliver. Seti got side tracked by Laura Croft (http://home.tiscalinet.ch/2277hd/laura-croft/laracroft31.jpg)when one of the Berkly guys showed it Tomb Raider. This has caused a great deal of concern over there at Berkly. There has even been talk of "suicide" by some of the original Seti team members. The project wasn't about making A.I., or even making one that wasn't evil... I mean come on Seti it's self isnt that bad - it just turned out to be just like its creators... a true computer nerd. You see, the project was done to unravel the human genome. The goal was to decode the human DNA to develope custome human clones. Specificly each computer geek at Berkly wanted to create clones of the SBT (http://www.jmallard.com/sbt.htm).

Okay, so thats not a rant... but I still don't trust distributed computing...

August 6, 2001, 12:51 AM
How about:

Weapons & Tactics
For Responsible Gun Owners

over a black background?

It tells you what you will find inside, without regard to profession.

(I hope I win! ;) :D )

Long Path
August 6, 2001, 12:56 AM
George, there are the rantings of an angry, fed-up person who has something to say, and there are the rantings of an off-balance, mentally-unstable person.

I'm not sure what kind of rant the above is, but...

...you don't appear angry in it...! ;)

Dr.Rob-- More! More!

I like Blades67's contribution for the content it conveys, but am unsure as to snappiness. Is that important, folks?

Rainbow Six
August 6, 2001, 01:48 AM
The words "weapons" and "tactics" smack of military or LE slang. I think that something more (God, I hate this term!!) "politically correct" would attract more fence sitters to the magazine as opposed to the S.W.A.T. title, or anything with "weapons", "tactics", "tactical", etc.

As evidenced by the fact that a title change is being considered, even some of us died in the wool gun nuts don't like titles such as S.W.A.T, or others that bring to mind certain things(JBTs/COPS). Some won't subscribe/buy because of that. How can we expect someone that is unsure about where they stand regarding our rights and our hobby to pick up and read a magazine that might influence their decisions if it comes across as being "tactical" or about those possibly evil "weapons". Firearms CANNOT be referred to as weapons when dealing with anti's and fence sitters. They are tools used for self defense or sport.

Imagine yourself trying to convert an anti or fence sitter and convince them that they SHOULD own firearms for self defense and that they should learn to use these tools. You have just had an intelligent conversation with them and convinced them to look into this concept. They are thinking, "Hmmm, maybe he's not a para-military skinhead type that trains in his backyard to be a killer...", so they ask where they can find out more? You say...

Option#1- Well, there's this magazine called "Weapons & Tactics" that has great articles about... (what they will hear after this is probably along the lines of blah blah blah...blah blah, blah blah blah because instead of listening, they're thinking, "Weapons?":eek: "Tactics?":( "Guess I was wrong. He is a nut!".)

Option#2- Well, there's this magazine called "Armed & Responsible" and it has great articles about the tools and skills that are used by responsible people who exercise their right to defend themselves.

Using option two, you got their attention by using the word "Armed" without using words like "tactics", "tactical", etc and then you take them by surprise, lower their guard and hold their attention when you include the word "Responsible". Now there's a word that they might not normally associate with gun magazines or gun rights activists. You have their undivided attention because you are speaking their language! :)

While I hate political correctness as much as anybody here, it is time we used ALL of the available avenues to try and convince as many people as we can that our rights are worth fighting for. That is the reason I chose to suggest the title "Armed & Responsible". I'm not saying that my suggestion is the only valid choice. I am saying that if Rich & Co. go to the trouble of changing the title of the mag to suit personal tastes, why not go a step further and use the change to further our cause, if possible?

A magazine thet might appeal to a wider crowd would be an EXCELLENT means of spreading information that is vital to our success. Make sense at all?

Before anyone says TFL is not offensive like "tactics", etc I'd like to ask you this. Is it as effective as it possibly could be in attracting different types of people to the magazine? Think about it...


Point Blank
August 6, 2001, 04:22 AM
Maybe Rich could get a contact list of former suscribers to S.W.A.T. and ask for feedback?? I have a few more possibles i am going to throw out but let me first say i do read every new post in this thread but the chances of me posting one thats already posted is great,so SHOOT ME!!!!(hehe)
The Viglant Citizen / Brothers in Arms/Tools of the Trained Professionals/ 21st Century Surveillance Training & Tatics/Bad Boys and their Toys/ The Clandestine Journals /Citizens for Countering Malice/Operation Clandestine/Vengeance For All /CUFFSnSTUFF...whew,sorry getting carried away!!(but having a blast!!):p

August 6, 2001, 09:49 AM
- Knowledge & Tools for Protection of Lives

Point Blank
August 6, 2001, 11:08 AM
I dunno Rich.....looking at it from a different angle,i would keep it S.W.A.T. or something geared for LEO's and such.This opinion is a blind one though, as i do not know what the magazines subscription totals was when it was took over by you.If the magazine had a substantial active list i wouldnt even consider it,if it was low i would redirect my train of thoughts to boosting LEO subscribers by "marketing tactics ".Recuiting new subscribers would "seem" rather easy.You have the world at your hands via this forum,as long as members from the different nicks and crannies of the earth would help out.Lets take Ga. for instance,you have atleast 10 members in the Metro area,and countless others that live in rural area's.The local police depts. dont have locks on their doors and the majority have an open ear.To save bandwidth i will cut this very short."Target" the stations with volunteers to hand out "sample" magazines.Hit the "specialized" units hard as possible!!!! Even here in Atlanta, the "specialized" unit buildings where they park there step vans,cars,etc. are wide open.I seriously doubt anyone is threatened or run off for soliciting,etc.Get a couple laid out in various breakrooms,etc. and it will take off!!!The "average" citizen has too many mags to choose from,the LEO doesnt.Again,sorry if i am WAY out of line but i truly feel a strong push with this mag,with its current title COULD result in a very profitable income:p . Think how many LEO's that there really are,right down to Mayberry,U.S.A.

Rich Lucibella
August 6, 2001, 12:26 PM
Many great ideas here. I'm not tipping my hand yet.

Here's some more info:
- TFL is not a trademarked name....not by the CA Hunter's Association, William F Buckley ("Firing Line" Magazine) or us. It can't be trademarked and is available for use.
- S.W.A.T. may have it's origins (for me) in the same interests that produced the TFL Web Site, but I'm not at all certain there's any synergy....witness the less than enthusiastic response to the Subscription Offer. I've no problem with this, but the point remains.
- S.W.A.T.'s readership is 50% LEO.....it's content about 20-30% LEO.
- To the extent that special teams are often innovators in tactics and training, the current editorial direction will remain. However, the title and covers belie the value of the magazine to the non-LEO.
- While S.W.A.T. has a loyal readership, the title change will be phased in. I'm not worried about loosing subscribers as the content will not be affected, other than the improvements we're adding to layout and columns.
Thus the need for a name change at this point.

August 6, 2001, 01:18 PM
hey what about

Molon Labe
Tactics for the Modern Hopolite

August 6, 2001, 05:12 PM
Rich, just remember - "The Firing Line" appeals to a wide variety of folks - Both the "sporting" and the "defensive" portions of our culture... Your average shotgun golfer isn't gonna buy SWAT, but they'll consider TFL...

August 6, 2001, 06:55 PM
Thus the need for a name change at this point.
That said, I just subscribed:)

August 6, 2001, 10:43 PM
I know! We'll make it a little more 'forward-looking'. How about:

Shoot, Shovel and Shut Up
Self-Defense in The New World Order

- Gabe

August 6, 2001, 10:43 PM
How about this?

Rich Lucibella
August 6, 2001, 11:07 PM
You are a sick, sick boy! My kinda people.

Mal H
August 6, 2001, 11:14 PM
We have a winner!

Son, Mykl's gonna getcha. You won't know where or when, but he will.

August 6, 2001, 11:41 PM

Mykl, Pete Single, my buddy Ross, Wayne Novak and I are going fishing this weekend. If I don't make it back ... :eek:

August 7, 2001, 03:56 AM
Can you say
Weapons & Tactics
Without a smile?

August 7, 2001, 04:01 AM
Fine Weaponry
For The Specialist

Specialist has many different meanings.
It has a welcoming feel to many groups while still giving you the touch of class you need for your edge.

August 7, 2001, 10:45 AM
Well, heck - Just call it


Rich Lucibella
August 9, 2001, 08:04 PM
A decision will be made and announced next week. We've definitely got some winners here.
Thanks all-

August 11, 2001, 12:46 AM
Tacticial Intervention......Is PC, and has no misnomer as to evil, mean of vial. It makes NO reference to SWAT, SEALS, LEO's, Spec Op's or anyone else. Tacticial can include anything from say .22 to .50 BMG. It can include Tactical as far as Knives, batons, hand to hand, shotgun and a wide variety of pistols. But we are or should be civil and to the public...we ALL think...hence, we are all Tactical indididuals.

Well, It was just a thought...see what happens when one goes exploring :rolleyes:


August 11, 2001, 01:30 AM
Point of Aim

The Armed Specialist

Rich Lucibella
August 11, 2001, 11:16 AM
Here's some feedback on what we have so far:
"Weapons and Tactics" is the name of a newsetter published out of Las Vegas. While there is no Trademark issue here, there may be a problem with USPS regarding the name....all publications must be registered with them.

"The Firing Line" is appropriate for our web presence....it's conjures up the image of a training session...and that's what TFL was designed to do. However, it's simply not eye catching or descriptive enough for a print magazine. Additionally, "Firing Line" is William Buckley's publication, so the same USPS issues exist.

"Tactical" Anything is a non-starter for personal reasons. I don't mind the word "tactics", but "tactical" has come to be used for everything from folding knives to vests and is sysnonymous (for me) with the word "wannabe"....I hate the word in it's overused state. "Tactics" is descriptive; "tactical" is no longer so.

"Firearms Professional": I like this imagery, though not the actual words.

The magazine requires an action title, though not a spec-ops title. Examples of such words, though not appropriate for the magazine title are things like:
"Stress Fire"
"Line of Fire"
"Under Fire"

Again, this is all a matter of taste, but I can't emphasize enough just how important a publication's title is. They've been known to make or break magazines.

August 11, 2001, 12:36 PM
What is the target market exactly? Sounds like your not worried about the name changing existing readers, but that you want to attract wider audience?

Some ideas:

The Patriot & Shield

Patriot & Shield Reports

Patriot & Shield: Tactics, Training, & Weapons

On The Firing Line

DT: Defensive Tactics

Defensive Tactics: At Work & Home

Principles of Practical Tactics

Scott Evans
August 11, 2001, 01:53 PM
Very well … no TFL mag (sniff ) :(

Some more mud for the water then: :D

“Modern Application”
Traditions, tactics, and situational awareness

“Modern Application, Methods & Evaluations”

“Methods & Evaluations”

“Arms; Methods & Evaluations”

“Firearms; Methods & Evaluations”

“Preparation and trial”


… a slightly different perspective;

“Molon Labe”
A journal dedicated to technical excellence, study and activity exclusive to free men

“Firearms in Perspective”

“Range 1”
The firearm practitioner’s journal of excellence

It’s short, eye-catching, e-z to remember, adaptable to every application of the mission.
Test take place in “the lab”
CQB in “the shooting house”
Evaluation of actual performance in “the debriefing room”
History in “the library”

And so on …

A magazine resembling a cross between a training facility, research center, and college campus.

Long Path
August 12, 2001, 02:14 PM
Okay. Shorter. Showing action. Implying, tactics.



Bud Helms
August 12, 2001, 04:44 PM
The Line

August 12, 2001, 05:55 PM

Rich, you ARE aware, I take it, that if you put the word "tactical" in the title, that you'll have to print it with dark grey ink on a black matte background? That could be sorta hard to read...

Personally, I like "The Firing Line." I, too, would like a magazine to have/recommend that doesn't promote a mall ninja mouth breathing skinheaded storm trooper style... Something that will appeal to everyone from the guy buying his kid his first .22 to shotgun golfers to the guy choosing a CCW revolver (okay, so I like wheelguns...).

"On Target" comes to mind - I guess I just wouldn't want it to be included in the stack the next time some congresscritter waves a stack of SOF, etc., around...

August 12, 2001, 07:30 PM
[ REAL Tactical ]

[ Reality Tactical ]
[ on The Firing Line ]

[ Tactics & Defense ]

Point Blank
August 12, 2001, 08:05 PM
The Beat /"Cocked & Locked /Point Blank / The Street Beat / 911 / Outwitting The Criminal Mind(sigh..)/ [COLOR=orange] Lessons from the Streets /America Undercover / Street Survivors/ Brandishing Tactics.:barf:

Jody Hudson
August 12, 2001, 08:15 PM
THE FIRING LINE: and market it symbiotically with TFL forums here. As more of the population gets on-line this circular forum, magazine combination could give you a powerful marketing and market survey base for rapid and correct expansion of both. Next would be the TFL shooting ranges and clubs along with hundreds of other marketing ideas starting with coffee cups. I want TFL coffee cups with Molon Labe included on the cups.

TFL The Firing Line: Magazine, Meetings and Forums...

And, I did go ahead and get a subscription. My first subscription to a magazine in 12 years and my second or third ever!

Point Blank
August 13, 2001, 06:05 AM
Full Metal Jacket / Double Tap / In The Line of Fire / The Clandestine Files / Critical Victims Manual / A Call to Action / (uncle)

Long Path
August 14, 2001, 03:58 AM
(L.P. tries to hedge his bets by posting regularly...)

Threat Response

August 17, 2001, 08:21 AM
Personally, I subscribed about a month ago and I prefer the SWAT title as it stands.

The only other names I've seen on here that appeal to me are Point Blank's suggestion of In the Line of Fire and perhaps the title Point Blank itself.

And please don't name it The Firing Line... argh.

Point Blank
August 17, 2001, 10:00 AM
Thanks Genso!! You must be from Mi., oh how stupid of me..i see that you are!! (Born in Grand Haven here).Back to the contest,i would stick with SWAT myself to see if thru proper advertising,staff,etc. can make it a highly desirable magazine that it could be, for all firearms enthusiast.:p Heck,you could rename it Rich's Firearms Review ,and without good writers,etc. it would still go bellyup.....;) BTW....i do stake claim to that last entry in the contest: Rich's Firearms Review

Point Blank
September 8, 2001, 02:37 AM

Rich Lucibella
September 8, 2001, 08:16 AM
First choice so far is Firearms Professional

Country Boy
September 10, 2001, 04:24 PM

The Shootist
Professional Shooters
The Gunman
Firearm Expertise

Although, I would get a subscription to "Shoot, Shovel, and Shut Up" just for kicks and giggles.

(Note to self: Where was I during August so that I missed this...)

September 22, 2001, 06:18 PM
How about:


Tough and honest!

September 22, 2001, 07:02 PM
Death Ground
(As in the last of Sun Tsu's 9 Grounds)


Tactical American

High Noon

Bustin' Cap :D

September 25, 2001, 05:29 PM
I'll also vote for Tactical Weapons and Personal Defense...

Hits both target audiences and has a responsible ring to it.

Please...Please...give Law Dog a column. Hell, give his mom one, too.

September 25, 2001, 08:08 PM
STRAIGHT SHOOTER: Weapons and Tactics for the Real World.

September 30, 2001, 08:41 AM
Advanced Operator

October 1, 2001, 03:45 PM
"Modern Shottist Journal"
"Modern Shottist"
You can replace "Shottist" with "Shootist" if you desire.

I would shy away from anything that includes tactical or "specops" sounding names. I'd hate to see another black rifle showcase magazine... Personally, I enjoy ALL types of firearms, from the flintlock to the FAL.


P.S. When does the contest end?

October 3, 2001, 01:30 AM
Any word on the possible name change? Who won the free subscription?

In case anyone cares anymore, I understand the need to market with descriptive words. SWAT certainly turned me off from buying this magazine, as I am far more interested in guns as sport and personal defense. I wold, however, like to read the occasional tactical article.

I have to say, a main, short, name with a descriptive line underneath is the best. The Firing Line is really to good to pass up, and had that been the name of the magazine to begin with I would have bought it sight unseen. Obviously, editorial content needs to be tilted towards what sells, but The Firing Line is too appropriate to pass up:
1)appeals to the target shooters/handloaders,
2)appeals to the LE audience who has to practice multiple times a month,
3)appeals to the full-auto/military who may associate the title with the "front line", and 4)instantly gets you massive penetration on this bulletin board of howevermany tens of thousands of members you have.

As far as the tag line beneath, out of everything I read I think "Weapons and Tactical Defense" is the best. It includes the ideas of guns without limiting it nor hitting it too hard in today's anti-gun environment, and it highlights the thinking-man side of the magazine where tactics and defense are concerned.



Weapons and Tactical Defense

Rich Lucibella
October 3, 2001, 01:54 AM
The whole name change has been stalled due to enormous problems with the Post Office, repeated counsel by experts that this is a very dangerous action and recent political events. I believe that, in the coming months, "SWAT" may again take on it's originally, wholesome connotation.

However, on my return in late October, I believe a couple of subscriptions should be awarded. Many great suggestions have come forth.

October 3, 2001, 04:18 AM

Just e-mail me when you need my address.;)

October 23, 2001, 01:03 PM
I am happy that it sounds as though SWAT might stay SWAT.
The only Special teams that I dont like were those run by Janet Reno but luckily she is gone so I love all SWAT/HRT/SRT/CT again. My vote for the new name is SWAT

October 24, 2001, 05:06 PM
Strategic Preparedness



Prepared Protection

Tactical Protection
Tactically Prepared

Prepared Citizen
Prepared Civilian

Tactical Civilian

Winning Preparedness


Long Path
October 25, 2001, 08:51 AM
"S.W.A.T.: Not Like B.A.T.F. At All."


October 25, 2001, 01:01 PM
Long Path. LMAO.

Now 100% BATF free.

Swimsuit Edition

S.W.A.T. for Kids.


ed mason
October 31, 2001, 05:34 AM
rich,I would not dream of changing the name.S.w.a.t is very well known and has long grass roots in the comunity.Besides why did you shell out the big bucks to buy a magazine and then change the name.

November 2, 2001, 12:29 AM
two words that say it all


Hey, I'll even be your cover shot

November 2, 2001, 11:09 PM
How about :

In Harm's Way

A Journal to Educate, Advise, & Inform Concerned Citizens in Today's Ever-Changing World

Or something like that.

Bud Helms
November 3, 2001, 02:13 AM
Damn! Is this thread a record for length?

November 3, 2001, 08:44 PM
How 'bout "Homeland Defense" ?

Rich Lucibella
November 3, 2001, 09:39 PM

Rich Lucibella
November 4, 2001, 12:29 AM
And the Winners are finally in! Many thanks to all who have contributed to this project. Magazine name changes are highly perilous and can easily kill a publication. Additionally, recent events affect the situation: S.W.A.T. teams were originally formed in response to the massacre at the Munich Olympics. In the coming months, we have every hope that they will be given the opportunity to resume that role and overcome any taint that has rubbed off from the Politicians' orders in their "War on Drugs".

In short, the name S.W.A.T. is to be retained. However, in keeping with the magazine's expanded mission, the following tagline will be added from this day forward:
"The Journal of Firearms Professionals and Prepared Citizens"

I'd like to thank my partner, Denny Hansen, for making the initial nominations of title contributions warranting a free subscription. Any slights that result in the final list may be laid at my own doorstep.

1 year subscriptions are awarded to:
Point Blank for "The Armed American"
Long Path for "Practical Weapons & Tactics "
AR10 for "Tactical Review"
Blade67 for "Weapons & Tactics for Responsible Gunowners"

Please email me with your snail mail addys and we'll get your subs started. If you already subscribe, your subscription will be extended by one year.
Rich Lucibella

Bud Helms
November 4, 2001, 01:15 AM
Point Blank ought to get a two year subscription ...:D The Armed American ... I like it.

Point Blank
November 4, 2001, 09:17 AM
I am very honored to have my entry chosen as one of the four finalist in the contest, even though i personally do not feel it "stacks up" against so many of the other entries not chosen. I had a real blast participating in the contest, both adding new entries and reading all the other members entries. I thank all that participated and hope the interest of Rich picking up this great magazine does not fizzle out. Please do your part and help make this magazine #1 amongst the other firearm mags :barf: . Lastly, i will donate my years subscription to a member that cannot afford to subscribe to SWAT, and will promise to use the subscripition to show others its great content in the hopes of adding a new subscriber (as long as Rich doesnt mind). Please dont take this last statement as i dont value winning, or that i dont value SWAT magazine, as its untrue. I am hoping to gain interest in this great firearms magazine the only way i know how. Again, thanks to those that participated in the contest...it was a blast!!!!!:p

Point Blank
November 5, 2001, 05:41 AM
.......the sound of crickets ........:p

Rich Lucibella
November 5, 2001, 09:56 AM
Send me your info. If you want to transfer the Sub at a later time, I'll take care of it. That's a generous offer....thanks.

November 5, 2001, 10:43 AM
Rich said;


Sorry for the feeble attempt at sarcasm...


ed mason
November 9, 2001, 09:49 AM
smart move rich for keeping the title s.w.a.t

I think you would have lost a good following at the news counter,at least for a while.