... and because this is the "Rifle Photos section, my A.W.Peterson .22 Ballard rifle ...

Anyone know why the 11s and 12s on the American Standard target only count 10?

Wonderful Ballard, and a great piece of paper memorabilia too! Interesting that his business card shows his address as the Larimer street shop, which I believe is the shop he bought from Schoyen's widow after his death in 1916. 
In 1906 when he set that matching record, he was Schoyen's partner, and not sure if his son Roy was involved? I believe Roy was not even teen years when his father shot that record target. The card must be from much later than the date of the record setting match. 
I saved copy of the images of the card though, as I love this kind of history! Wish my Peterson was even slightly close to yours!

Couldn't of said it better than what Vall said. Beautiful Ballard and what a piece of history that business card is. What a great find.  Dale.

Here is a bit of history on the location. Starting on the fourth paragraph .... as a write up - it's not bad,  for being written by a non-shooter.

From the vantage of the picture, John Lower's shop was just across the street and in the next block to the right. His building was lost in the urban-renewal of the late 1960's.

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There are typos in the text here and there.  In the following I assume Plower is really John Lower. "Denver had four premier gunsmiths in 1886.  Accuracy was desired in a fire arm.  Accurate guns were build from scratch.  The barrel was the key, it had to machined properly.  Charles Gove, gunsmith, came to Denver in June of 1860.  In 1873 he took on two other gunsmiths into his business, John Plower and George C. Schoyen.  Plower specialized in Sharps rifles and Colt pistols.  Schoven’s niche was match rifles.  These gunsmiths eventually parted ways." 

I think there's more than a couple errors in the writer's story! Not just the JP Lower's name, but also in "Charles Gove" who should be Carlos Gove. 
then there's the part about Schoyen parting ways with Gove, which is nonsense. Gove sold his business to Schoyen in 1884 when Gove decided to retire and turn the business over to Schoyen.
In 1903 Schoyen's business had grown to such extent that he and Peterson formed a partnership and moved the business to the 1417 Larwrence St. address. They remained partners there until 1916 when Schoyen died and AW Peterson bought the business from Schoyen's wife.
Henry Simmons was working for Schoyen long before AW Peterson joined Schoyen, and remained there after Peterson and Schoyen became partners. I have no idea where the author got his 1916 date, but it's just plain wrong since it would be impossible for Simmons to stock guns for Schoyen after he was dead.
John Dutcher has told me that Henry Simmons was responsible for stocking almost all the guns that left Schoyen and Peterson's shop that got restocked. I have no reason to doubt him, since he's got much more Schoyen knowledge than anyone else I know of.
John also told me that when he was a young boy he went into Peterson's shop with his father, and there was a gentleman building stocks there that he assumed was Henry Simmons. I think John said he was about 12 yrs.old, so he didn't think to ask for sure who the little old man was. But Simmons did continue to work with Peterson after Schoyen died.