Buckeye Reporter

Independent firearms news websites are reporting a significant decline in readership, which industry observers attribute to changes in how artificial intelligence (AI) is used by search platforms. These AI-driven systems now summarize and display content directly on their own pages, reducing the need for users to visit the original sources.

AmmoLand has previously noted that “Artificial intelligence search ‘snippets’ are blocking clicks to independent media. Search engines lift our reporting word for word, answer questions directly on their platforms, and leave fewer reasons for readers to visit the source. For pro-Second Amendment outlets already fenced in by Big Tech’s ‘harmful content’ labels and age restrictions, this is a direct assault on our reach and revenue.”

The challenges facing these sites extend beyond AI search algorithms. Many have experienced difficulties reaching audiences due to social media restrictions and public Wi-Fi networks blocking access to their content.

Stephen Gutowski, founder and editor of The Reload, told NSSF that his website’s search traffic has dropped about 25% year over year. He believes this is linked to Google’s use of AI in handling search queries: “There may be other factors at play, but I believe the effort to scan and reproduce reporting presents an existential threat to all media outlets,” Gutowski said. “Even those like The Reload that rely on subscriptions over ads to drive revenue.”

Jacki Billings, editor-in-chief of Pew Pew Tactical, echoed these concerns: “Firearms media have always faced an uphill battle regarding visibility online,” she told NSSF. “Recent algorithm shifts prioritizing AI-generated search snippets present a new challenge for our industry. Like others in the firearms space, we’re concerned about the impact.” She added: “Algorithm shifts and platform policies don’t just affect publishers; they hurt readers as well. When AI summaries replace clicks, the flow of information narrows and leaves people with less to work with when making decisions or learning about important issues. In short, when tech platforms limit access to information, readers pay the price.”

Financial pressures within the firearms industry are also contributing factors. Smith & Wesson Brands Inc., for example, reported lower net sales at the end of its fiscal year on April 30, 2025. Mark Smith, president and CEO of Smith & Wesson Brands Inc., stated: “Fourth quarter proved more difficult than we anticipated largely due to macroeconomic and industry trends. Looking at the overall firearms market, we continue to see consumers generally being cautious due to macroeconomic factors pressuring discretionary spending. While new products and lower price point offerings are still performing well, overall conditions suggest headwinds will likely persist in the near term.”

Sturm, Ruger & Co., another major manufacturer in the sector, has also seen softer sales figures recently. Todd Seyfert, president and CEO of Sturm Ruger & Co., commented: “We know the market remains dynamic, and we expect to see continued challenges and potential consolidation across the industry throughout the remainder of this year. Yet our realignment and our acquisition strengthen Ruger’s ability to respond, adapt and grow for the long term. We remain committed to our guiding principles: delivering rugged, reliable and innovative products, operating with financial discipline and creating long-term value for our shareholders.”

These declines mean reduced advertising budgets across firearm companies’ marketing teams—a trend that often leads them away from supporting smaller gun blogs where many customers find relatable voices.

Supporters argue that independent gun news sites provide crucial insights into complex firearm laws—especially as regulations evolve—and offer perspectives rooted in local communities.

Despite some success using alternative social platforms such as Rumble or Substack—where existing readers tend toward decentralization—these sites report ongoing difficulty attracting new audiences amid broader digital challenges.

The outlook remains uncertain as technology companies continue adjusting algorithms while economic pressures persist within both media publishing circles and firearm manufacturing firms.