A ruggedized holder has a base unit that accepts a roll of target media. The base unit includes a first side plate and a second side plate that opposes the first side plate. Moreover, a lower deflector plate having a front facing surface extends between the first side plate and the second side plate. Also, the base unit includes an upper deflector plate that extends between the first side plate and the second side plate above the lower deflector plate. The first side plate, the second side plate, the lower deflector plate and the upper deflector plate define an enclosure that protects the roll of target media. In addition, a stand can couple to the base unit. Here, the front facing surface of the lower deflector plate is disposed at an angle that is not vertically parallel with any stand leg(s).