Best answer yet... thanks James.
I look at the analytics behind the site (and others) - and as Chard says correctly, this one isn't unusual - about 10% of members are active. We see some churn on that 10%, so some of the active members at the beginning are not active anymore (some have closed their accounts due to some of the bickering on the site we have had at times) - others just drift away - to be replaced by new members coming in and getting active.
Good content, without too many know-it-alls is the key to getting people involved. Some competitions, polls and surveys will also help (my Christmas comps are all about getting people engaged and hopefully giving something back for all the donations and support I get).
I'm conscious of the fact the new shooters may be scared away by some of the threads that have 'experts' commenting on them, and some modifications we'll make to the site will help make a home for the beginners and build a good library of previously asked topics (as well as helping everyone identify the best answers).
The most important things is that our member count continues to rise (we have spikes in new members, but the trend is always upwards) and our visits and page views per day keep increasing, which means even if we have lurkers - they are coming back. 10% of 1000 members is better than 10% of 600 members - so the growth is important if we get 1 in 10 joining in.
It's interesting to see how page views rise and fall depending on the 'tone' of a topic - when things get argumentative, we get less pageviews. This is why I'm quite active at trying to stop the out of hand stuff. When a thread goes wildly off-topic, I can see the pageviews drop on that quite quickly.
So - I may have the keys, but its your site to drive... the more experienced members and more experienced shots have the ability to help new people into the sport.
I'd say we're doing two things as well as any other site out there:
1. Getting people to make step changes in their shooting. Newbies to their first shots / beginners to their first registered or competitive shoots / intermediates and experts to their first FITASC Sporting or a change of discipline.
2. Getting people together to shoot - the number of meet-ups at events is the most personal gratifying thing about ShootClay - I was new to shooting almost exactly two years ago, and I knew one person. Now I know loads - and I'm meeting more all the time, and those people are going off and shooting together.
That's the really good stuff. And the stuff that ShootClay should be proud of.