By: Jennifer Saba Since 2001, at least 18 newspapers representing a daily circulation of 4.62 million have tightened the leash on gun advertising according to the National Campaign to Close the Newspaper Loophole. The Indianapolis Star is the latest paper to change its policy.
Peter Ricker, vice president of advertising at the paper, said the decision to accept gun ads and classifieds from licensed dealers only was made to align with editorial concerns. "We constantly look at [advertising policies] in regards to editorial policies." Late last year, the paper came out with an editorial supporting the sale of firearms through licensed dealers only.
The paper also received a letter in September 2003 from Hoosiers Concerned About Gun Violence and the Indiana Partnership to Prevent Firearm Violence asking the paper to consider changing its policy. "It took one letter and one follow-up call," said John Johnson, coordinator for the Newspaper Loophole group, which is dedicated to the issue of secondary gun sales.
Firearm sales represent a small piece of revenue for most newspapers, including the Star. "It's a very small category. It's not like we were doing a lot of business there anyway," Ricker said. He also acknowledged that the reaction to the new policy has been tepid at best. Ricker said he has received less that half a dozen minor complaints, mostly from legitimate antique gun collectors who are affected by the new policy.
The Star joins other papers including the Chicago Tribune, The Philadelphia Inquirer, The Miami Herald and The Dallas Morning News that have changed their advertising stance on firearm sales. Founded in 2001, the Newspaper Loophole has been working with various state organizations to restrict the sale of secondary firearms through unlicensed dealers mostly through letter-writing campaigns.
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