2025 Alternative Mass Media Conference Has Some Exciting Guests

The Alternative Mass Media Conference is open to people interested in reporting on the Second Amendment. The conference is scheduled to have some exciting presenters on the schedule for 2025.

AMM-Con is scheduled to be held on September 26, 2025 in Salt Lake City, Utah. The conference is happening the day of the evening kick-off event for the Second Amendment Foundation’s Gun Right Policy Conference. AMM-Con has a schedule full of some guest presenters that you’re going to not want to miss.

AMM-Con and the launch of GRPC will be at the Salt Lake Marriott Downtown at City Creek. (Separate registration required for GRPC)

GRPC is co-hosted by the Second Amendment Foundation and sister organization Citizens Committee for the Right to Keep and Bear Arms.

As previously reported, AMM-Con has the following lineup of topics:

• Making and using pitch sheets & earned media
• An editor’s perspective on what they’re looking for
• Rebranding with the times
• Attracting and retaining audiences
• A debate discussing the use of artificial intelligence in media

Joining the conference for the first time this year as a presenter is Michael Schwartz from Gun Owners Radio. Schwartz is giving the keynote address and hasn’t revealed publicly yet what he’s going to talk about, but we’re excited to tune in.

Also joining AMM-Con for the first time as presenters are Second Amendment Foundation’s Digital Media Director Tanner Lineberry, Women’s Outdoor News Editor Michelle Cerino, Jarred Markel from Student of the Gun, and award-winning photographer Chris Van Loan.

Cerino is giving a perspective on what editors are looking for. Lineberry is scheduled to talk about rebranding an organization’s image. Markel is giving a presentation on “turning strangers into raving fans.” Van Loan is on the schedule to discuss photography.

To kick off AMM-Con will be the planning committee’s chair, Charlie Cook from Riding Shotgun With Charlie, who will be introducing the emcees. Returning as co-hosts and presenters are Cheryl Todd from Gun Freedom Radio and NRA Board Member Amanda Suffelcool from Eye on the Target Radio. Also coming back to AMM-Con as a presenter is Lead Investigative Journalist Lee “The Gun Writer” Williams from the Second Amendment Foundation.

Part of this year’s conference is going to include a debate on the use of artificial intelligence in the media. The debate panel consists of several members of the AMM-Con committee staff; Suffecool, Todd, and Williams. Joining them will be Talker’s Heavy 100 radio host Mark Walters from Armed American Radio.

Walters was involved in a first-in-the-nation lawsuit with OpenAI over defamation. The conflict came about when a journalist was using the tool to do some research and got results that made false statements about Walters. The case was dismissed earlier this year in May in a ruling. Needless to say, Walters is probably going to speak out against the use of AI in journalism.

This year’s AMM-Con is likely to be an exciting one and you’re not going to want to miss it. For more information about the conference and to register, head over to saf.org/2025-amm-con/ as well as visit saf.org/grpc/ for information about and registration for the lead event.

Author’s Note: I serve as a volunteer unpaid board member of the Citizens Committee for the Right to Keep and Bear Arms.

Editor’s Note: You don’t have to travel to Salt Lake City in September to defend our Second Amendment rights (though I’d love to see you there). 

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