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Daily Caller readers love guns, so it's giving them away in exchange for email sign-ups

The Daily Caller website

File this one under bizarre. Conservative website The Daily Caller is giving away a 9mm pistol each week to one raffle winner through the November election. The giveaway ties into the launch of the site’s “Guns and Gear” section, which covers firearm news and offers product reviews.

Conveniently the gun comes in three colors and is engraved with the Bill of Rights, in a nod to the Second Amendment, the right to bear arms.

To enter this week’s contest you need to sign up for one of The Daily Caller email newsletters.

At one time I covered direct marketing for a trade magazine with a heavy focus on email marketing. In all the campaigns I reviewed over those years – from all types of organizations, all across the globe – nowhere in all the various incentives that marketers employ for clicks and email opt-ins, did I ever see a gun used as the prize.

Lest you think there are no rules to this giveaway, fear not. The contest is only open to those 21 years and older and the winner will be required to pass a background check and provide proper identification. All guns will be transferred by supplier FMK Firearms, not Daily Caller editors.

Here’s the pitch from Daily Caller:

The Great Gun Giveaway – The Daily Caller (US!) will be giving away an American-made 9mm pistol every week between now and November 6th. Publisher Neil Patel has the skinny:

“Like most Americans outside Washington, DC, New York City and most of our nation’s news rooms, large numbers of Daily Caller readers love guns. These people are already looking to our new Guns and Gear section for the latest product reviews and Second Amendment news,’ said Neil Patel, Publisher and CEO. ‘Thanks to Guns and Gear editor Mike Piccione, and the generous support of FMK, we are excited to have the opportunity to give those loyal and engaged readers the chance to win a new pistol every week leading up to the election.’”