While the National Rifle Association promotes Mr. Heston as a kinder, gentler face to soften its hard-core image, he is as extreme as the rest of the… - Josh Sugarmann

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 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.

To the NRA, true friends means Republican friends, as can be seen in the NRA’s endorsements when faced with two “pro-gun” candidates. In its traditional pre-election frenzy, the NRA’s magazines featured profiles of Republicans George Allen, Rick Santorum, and Conrad Burns, touting them over Democrats Jim Webb, Bob Casey and Jon Tester, respectively. The gun group was particularly hysterical about the need to defeat to Jim Webb. “This November, it is critical that all freedom-loving Virginians vote to re-elect Sen. George Allen,” the NRA admonished voters in the Old Dominion State.
The gun lobby’s allegiance to Republicans also shows in its political giving. In 2006, the NRA’s PAC gave 85 percent of its campaign contributions to Republican candidates while Gun Owners of America gave 100 percent to Republicans. In addition, Republican activists Grover Norquist, David Keene, and Ollie North serve on the NRA’s board of directors in addition to current and former Republican Members of Congress.