Hi Sam Westley,
My understanding of the W3G rules is that he should not have been penalized at all. He should not get any miss, and he should get the bonus.
W3G scoring counts 2 things; misses & bonuses (hits are not counted). He didn't miss, and he did hit the bonus. Simple.
According to page 3 of the Western 3 Gun Rulebook:
http://www.western3gun.com/rules.htm Hit: A hit is defined as any strike on the target, including edgers.
Miss: All guns may be reloaded to reengage a missed target.
In practice, I believe that since the bonus section of the target was not hit by his first shot at it, he was OK to shoot at the bonus target again even though he did hit the non-bonus section of the target already. This also matches up with how the rules were explained to me when I first started W3G. However, unless he's a real ding-dang good reloader, he probably didn't benefit from reloading to get a 1 second bonus hit. This tactic would be more advantageous in "Action Pistol" where you have lots of ammo in magazines.
Now, if this was SASS shooting, it would be totally different.
Montego