Forbes contributor Elizabeth MacBride spent six months specializing in the firearms industry, investigating and then summing up what she learned.

Takeaway: The most important influencing factor towards positive coverage of shooters, gun owners, and firearms is a consistent, open dialogue that showcases safe and skillful use, humanizes firearm users, and is inviting to everyone. Much more than political rhetoric, turning positive usage into a story and then consistently telling people about it is the best path forward.

Often, the problem is that negligent and criminal misuse is more sensational and easier to report. This is not the media’s fault as it falls inline with human nature. Skilled firearm users are rare compared to casual gun owners and not vocal enough to maintain a consistent voice.

https://www.forbes.com/sites/elizabethmacbride/2018/06/30/there-is-no-such-thing-as-a-gun-and-8-other-lessons-from-the-gun-business-beat/

I started covering the business of guns in part because the decline of high-quality print journalism in the past two decades means nuance is being lost. I believe nuance is crucial to sustain a pluralistic society, here and abroad. That’s part of the reason I covered the Middle East for three years; we all suffer from many Americans’ inability to see that region without prejudice.

And business, which tends to be a reasonably neutral and thankfully numbers-based lens through which to write, is a good platform for exploring topics on which there are many points of view.

Here are some of the things I’ve learned in my first six months.

1. Most of the gun community is open to fair-minded coverage.

2. The world of gun businesses is far more nuanced than I imagined, and in different ways that I imagined.

3. Marketing, politics and business are almost inseparable.

4. There are no good numbers.

5. It’s a business with a declining customer base.

6. Many more people like guns than I realized.

7. The West is different. Gun owners and gun businesses out West see guns as tools, one element of a practical, inherently nuanced way of existing in the world.

8. Violence marketing is more powerful than we realize.

9. There is no such thing as a gun. The technology has evolved faster than the language, so much so that we have reverted to broader words

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