The modern era of mass-casualty public shootings was inaugurated when James Huberty decided to go “hunting for humans” with an UZI Carbine at a McDonald’s restaurant in San Ysidro, California on July 18, 1984....
And since that horrific attack at McDonald’s in 1984 that left 21 dead, including numerous children, and 19 wounded, the list of towns and institutions that will forever be associated with mass shootings continues to grow: Cleveland Elementary School in Stockton, California; Columbine High School in Littleton, Colorado; a hunting camp in Birchwood, Wisconsin; a mall in Omaha, Nebraska; an IHOP in Carson City, Nevada; a movie theater in Aurora, Colorado; Sandy Hook Elementary School; a military installation in Chattanooga, Tennessee; Planned Parenthood; and now San Bernardino.

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In the long-term trends, gun ownership in the United States has been declining steadily since the 1970s. The traditional gun-buying public, basically white males, has been aging and dying off, and there aren't enough replacement shooters to take their place. That's why you're seeing a shift in the industry away from traditional hunting rifles and shotguns evolve to focus on firepower and capacity.

Today the NRA receives millions of dollars from online sales of ammunition, high-capacity ammunition magazines, and other accessories through the Round-Up Program, created by top NRA benefactor Larry Potterfield. Potterfield is founder and head of MidwayUSA, which claims to stock “[j]ust about everything for shooting, reloading, gunsmithing and hunting,” including ammunition and high-capacity ammunition magazines. The Round-Up Program encourages buyers to “round-up” their purchase to the nearest dollar with the difference going to the NRA.

High-capacity ammunition magazines are the common thread that runs through most mass shootings: giving attackers the ability to fire numerous bullets without reloading....
Here are just 10 of the U.S. mass shootings that involved high-capacity ammunition magazines.
1. Hartford Distributors
On August 3, 2010, concealed handgun permit holder Omar Thornton, armed with a Sturm, Ruger SR9 semi-automatic pistol and high-capacity ammunition magazine, opened fire on his co-workers at beer distributor Hartford Distributors in Manchester, CT, killing eight and wounding two before taking his own life.
2. Fort Hood
On November 5, 2009, Nidal Hasan, armed with an FN 5.7 semi-automatic pistol and 30- and 20-round high-capacity ammunition magazines, killed 13 and wounded more than 30 at the Fort Hood military base in Fort Hood, TX.
3. Virginia Tech
On April 16, 2007, Seung-Hui Cho, armed with a Glock 19 semi-automatic pistol, Walther P22 semi-automatic pistol, and 15-round high-capacity ammunition magazines, killed 32 and wounded 17 on the campus of Virginia Tech in Blacksburg, VA, before taking his own life.
4. Xerox Office Building
On November 2, 1999, Byran Uyesugi, armed with a Glock 17 semi-automatic pistol and three 15-round high-capacity magazines, opened fire at the Xerox Office Building in Honolulu, HA, killing seven.
5. Wedgewood Baptist Church
On September 15, 1999, Larry Gene Ashbrook, armed with a Sturm, Ruger P85 9mm semi-automatic pistol and three 15-round high-capacity magazines, opened fire at Wedgewood Baptist Church, killing seven and wounding seven before taking his own life.
6. Columbine
On April 20, 1999, Eric Harris and Dylan Klebold, armed with an Intratec TEC-DC9 semi-automatic assault pistol, Hi-Point 9mm semi-automatic Carbine, two Savage shotguns, and high-capacity ammunition magazines, killed 13 and wounded 23 at Columbine High School in Littleton, CO, before taking their own lives.
7. Long Island Railroad
On December 7, 1993, Colin Ferguson, armed with a Sturm, Ruger P89 9mm semi-automatic pistol and four 15-round high-capacity ammunition magazines, opened fire on Long Island Railroad commuters, killing six and wounding 19.
8. Pettit & Martin, 101 California
On July 1, 1993, Gian Luigi Ferri, armed with two Intratec TEC-DC9 semi-automatic assault pistols, a 45 caliber semi-automatic pistol, and 40- to 50-round high-capacity ammunition magazines, opened fire at the San Francisco, CA, law firm of Pettit & Martin, killing eight and and wounding six before taking his own life.
9. Luby's Cafeteria
On October 16, 1991, George Hennard, armed with a Sturm, Ruger P89 semi-automatic pistol, Glock 9mm semi-automatic pistol, and 17- and 15-round magazines, killed 23 and wounded 20 at Luby's Cafeteria in Killeen, TX, before taking his own life.
10. Stockton
On January 17, 1989, Patrick Purdy, armed with an AK-47 semi-automatic assault rifle, Taurus 9mm semi-automatic pistol, an unidentified semi-automatic pistol, and a 75-round high-capacity drum magazine, opened fire on grade school children at Cleveland Elementary School in Stockton, CA, killing five and wounding 30 before taking his own life.

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Over the past few years the gun industry has become increasingly dominated by manufacturers selling only AK-47 and AR-15 type assault rifles (newly christened “black rifles” by gunmakers to make them a little more cuddly and a little less killy), new high-powered handguns ranging from revolvers with the penetration power of rifles to AK-47 pistols, to anti-armor 50 caliber sniper rifles. Don’t believe me? Pick up a copy of Shotgun News and compare the number of gun ads for “traditional” hunting rifles (a handful) to those for assault rifles (all the rest). Military-style weapons are the guns that are flying off the shelves and into the homes of people frightened about the “change” that an Obama Administration represents.

...the truth is that guns are rarely used to stop crimes or kill criminals...private citizens use guns to harm themselves or others far more often than to kill in self-defense...The fact is that the use of guns in self-defense in America bears little resemblance to the false claims made by the NRA and its gun industry partners. Perhaps most striking is that in a nation of more than 300 million guns, how rarely firearms are used in self-defense.

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Contrary to the familiar chatter of the gun industry and the gun lobby, firearms ownership has declined dramatically over the past 35 years. From 1972 to 2006, the percentage of American households that reported having any guns in the home has dropped nearly 20 percentage points: from a high of 54 percent in 1977 to 34.5 percent in 2006. During the period 1980 to 2006, the percentage of Americans who reported personally owning a gun dropped more than nine percentage points: from a high of 30.7 percent in 1985 to a low during the survey period of 21.6 percent in 2006. Or to look at it another way, nearly two thirds of American homes are gun free, and more than three quarters of Americans do not personally own a gun...the political might of both the NRA and the gun industry relies on consistently overestimating the number of Americans who own guns. To publicly acknowledge that the gun culture in America is fading away, and that they are a clear minority, undercuts their political power.

Today's National Rifle Association is essentially a de facto trade association masquerading as a shooting sports foundation. So the NRA does the bulk of lobbying for the industry. You know, you hear the NRA talking about their opposition to an assault weapons ban, their opposition to raising the age for the purchase of a long gun from 18 to 21 years of age. And they try to frame it in terms of freedom and history and, you know, sort of the sacred nature of firearms.
Well, the reality is that's bad for the industry to pass those laws. If you ban assault weapons, that wipes out what they rely on as a recent profit center. If you raise the age for purchase of a long gun, which includes assault rifles, then you add three more years to the timeframe before a young person can buy a gun. So it's very important to understand the political battle in terms of the interests of the industry and in terms of marketing.

Guns are now the only consumer product manufactured in America not regulated by a federal agency for health and safety...
When presented with guns’ unique niche in the pantheon of consumer products, the industry and its cheerleaders like the National Rifle Association (NRA) and the National Shooting Sports Foundation (NSSF) go into a well-practiced spiel of how in fact they’re actually the most regulated industry in America — citing dealer and manufacturer licensing, the minimal paperwork necessary to buy a gun under federal law, the Brady background check all buyers must go through to purchase a weapon from a licensed dealer, and the fact that ATF [Bureau of Alcohol, Tobacco, Firearms and Explosives] is allowed to check a dealer’s sales records once a year (a privilege the agency has the manpower to employ on a far less frequent basis). Yet these are sales standards, not product safety standards. ATF lacks any of the health and safety authority that is routinely granted — and usually expected by the American public — for other consumer products...
And as the gun industry continues to exploit its unique status with increasingly lethal military style weapons for the civilian market, this disparity can only become more evident.

Yesterday Connecticut gunmaker Sturm, Ruger & Co. announced an “Inaugural Special“ for high-capacity ammunition magazines for its Mini-14 rifles, a weapon nicknamed the “poor man’s assault rifle.” According to Ruger:
From November 4, 2008 to January 20, 2009, fans of the Ruger Mini-14 Target Rifles and Mini-14 Ranch Rifles, both chambered for .223 Remington, can purchase Ruger manufactured 20-round magazines (regularly priced at $39.95) for only $29.95. This special offer is only available through the Ruger On-line Store. Please note that these magazines are not available where state or local regulations limit magazine capacity to less than 20 rounds.

In the wake of three high-profile school shootings in one week, the last committed by an apparently law-abiding gun owner until he pulled the trigger executing five Amish schoolgirls, America will once again go through the now-predictable exercise of trying to identify any single, possible factor for these gun deaths—except for the guns themselves. On television news, anchors refer to the school shootings as “unavoidable,” as if such mass shootings are the bastard children born of hurricanes and snowstorms.

Guns are the second most deadly consumer product, after cars, on the market. Many consumer products, from lawn darts to the Dalkon Shield, have been banned in the United States, even though they claimed only a fraction of the lives guns do in a day.