All of those magazines are shills. It's commonly understood that they derive most of their income from advertising revenue, not from magazine sales. That alone should dispel any notion that there might be any semblance of editorial integrity involved.
When Louis Awerbuck called the Benelli M1014 a dog, Benelli threatened to pull their ads from SWAT unless there was a retraction. According to all reports, Rich told them to go ahead, and told them where to serve the complaint when they threatened to sue. Kind ofgoes against the idea they are all shills, no?