Aaron Newcomer & I (both under 36) have been using Facebook quite a bit and various other forums over the past couple years in particular with regard to IAA promotion, and I can pass along a couple observations:
There is a group on Facebook called “Vintage Antique Ammo Collectors”, which although being less than one year old, has 1,778+ members in the discussion group and 956+ members in the buy/sell/trade group. It is a well regulated, diverse discussion group for vintage ammo collecting, and I would wager that 95% of the members are not in the IAA, and that the average age of the members in the group is a solid 10 - 20 years below the average IAA member age. So there is apparently interest out there, it’s just a matter of swinging them to the IAA so they can begin to appreciate the journal, forum, and knowledge of existing members. Aaron and I do make mention or link to the IAA when possible in there, and the creator of the group Duane, has become a member with us.
In terms of other forums or groups like the one mentioned above, I get the sense that there is a degree of passive interest, that, although enthusiastic enough to spend relatively high amounts on old ammo boxes which would typically get passed over at SLICS, they rely on a Facebook / Twitter / App-alert type of rapid notifications which they are following to cue into noticing the items to actually buy them or discuss them. To that end, we do have 630+ followers on Facebook, of which I would guess at least 75% are not current IAA members (some are ECRA members), so that helps. It’s as if people are more hedonistic with their hobby pursuits, or perhaps lazy, but I think the technology has both steered people to this behavior when they might otherwise be more pious & active members, but has simultaneously opened up doors to many more people who would otherwise have not become involved. I would say it’s a net gain anyway.
Brandon Luter (around 35yo) has also been promoting the IAA at gun shows in Texas, and I did a table for IAA promo at a gun show in Bangor, and these sort of traditional things are nice, but don’t have quite the reach that the digital efforts have, which take far less effort & investment.
Another thing I have been playing with over the past year is aggressively looking out for, specifically, new 9x19mm ammo releases and immediately doing a post in the IAA forum with many photos and lots of what I think would be commonly searched for key-words related to this new ammo. I do this because 9mm is the most popularly purchased, discussed, and talked about ammo in the forums online and whenever a new one comes out there is lots of fervor over determining whether it is “good to go” as they say, and what it’s qualities are. This kind of discussion crosses over into many different specific gun & tactical forums and I have found that getting an IAA forum post up very early on causes it to remain high on Google search results so that we get more exposure. This is true lately of such 9mm ammo as Sumbro, Perfecta, ZQ1, Pobjeda, Yavex, Piney Mountain, Recon-Ops, and others.