Don't forget, however, that there are more "new shooters" in the United States from the last 10yrs than there are "old shooters". Surveys have shown that most new rifle purchases are the buyers first rifle - aka, a new shooter - and if you look at annual sales numbers versus the national projection for firearms ownership, guns bought since the year 2000 make up a substantial majority against any other 10-15yr period.

The "new crowd" is who will buy the ammo for their rifles bought off of shelves tomorrow. So when the older generation of guys that loved the 30-06 die off, and enough of the guys that were given a 30-06 or 308win as a kid by the older generation DON'T give a 30-06 or 308win to their own kids - i.e. the people buying the rifles on the shelves today, then the 30-06 and 308win lose favor on the ammo rack too.

I called pretty much everybody making and distributing bolt action hunting rifles today, I got through to two of them, and both confirmed that the 30-06 doesn't hold a top 5 spot for hunting rifle sales. One said if I call back Monday I can get better numbers, but he thought that 308win was probably still in the top 5, but is not the top seller. Both commented that MSR's and 223/5.56 sales command the market - not surprisingly.

Also not surprisingly, both confirmed there is more volatility and more variety in the market. From year to year, their numbers flip-flop, and there are more cartridges with relatively similar, relatively high sales numbers than in the past.

I'll keep following up with these folks, lots of companies to call...