Favorites include Ayoob, of course. For rifles and hunting, Craig Boddington. Louis Awerbuck was awesome (RIP). For the stories, Robert Ruark, whom I read as teen and couldn't get enough of ...
I enjoy the anecdotal stuff by such as John Taffin (and, I'll admit, even Roy Huntington). John Connor in AH, I get him sometimes ... I'll include Cooper as a favorite, not so much because of what he wrote about actual guns, but because of the concepts he espoused -- I guess for some, the notions of honor, integrity and learning are no longer of interest.
And sorry, Mike Venturino, your stuff has just gotten silly. Pat Rogers, you kinda preach too much sometimes ... there are different ways to do things.