The FRONT LINE
PUBLISHER Evan Heusinkveld
EDITOR Brian Lynn
ASSISTANT EDITOR Courtney Nicolson
ART DIRECTORS Brian Respress Brian Judge
PRODUCTION DIRECTOR Connie Mendoza
PRODUCTION MANAGER Melissa Williams
PRESIDENT ’ S MESSAGE
CONTRIBUTORS Adam Heggenstaller John Taranto
As you first saw this cover of The Sportsmen ’ s Advocate , you were likely left confused . Confused by both the physical issue in hand and the metaphorical issue at hand . Welcome to the club , as the entire hunting and firearms industry is just as confused when it comes to California Assembly Bill 2571 .
AB 2571 , which became law on July 1 , prohibits the marketing of firearms , accessories ( like ammunition and scopes ) and even clothing or events promoting the use of firearms to anyone under age 18 . Each infraction could result in a $ 25,000 fine .
For this issue , we had planned to cover our high-school curriculum , Conservation Science , and other youth recruitment efforts . It fit perfectly with back-to-school updates and how we must take new approaches to educate kids about hunting , wildlife , conservation and how it all works together . However , those things are all highly dependent on the use , and promotion of , firearms . Like most of the industry , we couldn ’ t afford to take the chance of publishing anything that violated the newly enacted law . We had to carefully rewrite our features and updates in this issue , as well as change who received advertising pages .
Several companies have even told us they ’ re considering ending all advertising in California because the law is so broad as to encompass just about everything . The potential for huge fines adds up quickly when you consider each ad , in each copy of a hunting magazine , could be considered separate $ 25,000 infractions .
It ’ s just too much . The Sportsmen ’ s Alliance felt we needed to act on behalf of not just the hunters and shooters in California , but for the entire industry worldwide . We ’ ve fought anti-hunting legislation and ballot initiatives in the state for years . Everyone knows the political deck is stacked against us in California , which leaves us just one option — the courts . With our partners , we filed a federal lawsuit to overturn this brazenly unconstitutional law and hope an injunction blocks its enforcement until the matter is settled .
Until that happens , it ’ s anyone ’ s guess as to how the California legal system will enforce this very vague law . In the meantime , this issue of The Sportsmen ’ s Advocate is reflective of what publishing involving firearms looks like under the new law .
Evan Heusinkveld President and CEO
4 SPORTSMENSALLIANCE . ORG
The Sportsmen ’ s Advocate is the official publication of the Sportsmen ’ s Alliance . Our mission is to protect and advance America ’ s heritage of hunting , fishing and trapping by uniting sportsmen to protect against legal and legislative attacks by the animal-rights movement , win public support for outdoor sports , ensure the future of this heritage by involving families in the outdoor experience , and by promoting the sportsmen ’ s stewardship role in the scientific management of America ’ s fish and wildlife .
EXECUTIVE STAFF Evan Heusinkveld President and CEO Jeff Nations Chief Financial Officer Todd Adkins Vice President , Government Affairs Brian Dowler Vice President , Membership Aaron Carmichael Vice President , Development Brian Lynn
Vice President , Communications and Marketing
Copyright 2022 by Outdoor Sportsman Group , 1040 6th Ave ., 17th Floor , New York , NY 10018 . All Rights Reserved . No part of this book may be reproduced without written permission . The Sportsmen ’ s Advocate is a trademark of the Sportsmen ’ s Alliance , 801 Kingsmill Parkway , Columbus , OH 43229 ; 614-888-4868 ; info @ sportsmensalliance . org .
The Publisher and authors make no representations or warranties regarding the accuracy , completeness or timeliness of the information contained in this publication . Any reliance or use of the information is solely at your own risk , and the authors and Publisher disclaim any and all liability relating thereto . Any prices given in this issue were suggested prices at the press time and are subject to change . Some advertisements in this magazine may concern products that are not legally for sale to California residents or residents in other jurisdictions .