When Southwick Associates and DJ Case & Associates conducted a survey for Outdoor Stewards of Conservation (OSC) in 2024, it focused primarily on shooting participation by underrepresented groups. The results, released earlier this year, included the fact that 73 million people who identify in three minority groups are interested in giving target shooting a try for the first time in their lives.
The survey also dives into photos that are most effective at attracting newcomers to the sport. The results are something to keep in mind when sharing any you’ve taken, whether in person or on social media. It may make a difference the next time you invite that interest-but-hesitant family member or friend to the range.
The study presented four different shooting scenes, shotgun, rifle, handgun and modern sporting rifle—three images each—and asked participants rank them from most to least favorite. In all cases, at least one face showed clearly (not taken from behind the back or obstructed by a scope)
The winners in three out of four cases had a positive expression, usually a big smile. The handgun photo was the lone exception. It featured a shooter at an indoor range with an instructor up close, providing tips in a professional manner. The researchers noted that it effectively communicates, ““teaching me to protect myself, my family, and home.”
Another recurring theme was more than a single person in the image. It apparently reflects the warmth, friendship and willingness to mentor endemic in the firearm community. The flier in that group was a single woman at a shooting bench with an AR-15. She was looking directly at the camera with an ear-to-ear grin.
Most of the preferred photos included a woman, with the lone exception in the handgun set. There’s another interesting observation in that group as well. Two women at an indoor range, next to a target with a nice group and no firearm visible, ranked last.
The survey is designed to aid FFLs and ranges, but the photographic results apply to us all. We’re also ambassadors for the sport, and the way we conduct and portray ourselves is just as important.
The survey’s message is clear. Smile the next time you take a “selfie” at the range. Make sure a firearm is in the frame and ask a fellow shooter to get in the photo. More importantly, always, portray the safety that’s first and foremost during every firing-line session.
Readers interested in results of the survey can access the PowerPoint presentation here.
