Generating sales for the trade is NOT the only function of outdoor press - no matter how much reading contemporary American magazines may convince you to the contrary smile Originally, hunting mags made most of their money out of subscribers, in return for the service of providing them with accurate and valuable information on the issues of interest to them - including "which gun is a better buy". Lots of authors would also mention the names of the guns in their stories - NOT as product placement, but just to express their liking or disappointment.