When Military.com launched in 1999, its survival amid the tumultuous dot-com boom was uncertain, as technology moguls vied fiercely to establish their presence in the burgeoning digital landscape filled with both promise and peril.
The website officially went live in March 2000, and a report from the Wall Street Journal at the time highlighted the emergence of five military-centric websites, all eager to capture the attention of the military audience and engage in a competitive struggle for relevance.
Christopher Michel, the visionary founder of Military.com, perceived the situation through a different lens. Understanding the military community as a tightly-knit group where individuals sought connection, practical advice, and essential information regarding benefits and career navigation, he recognized a significant opportunity.
Michel, a Navy Reserve officer and Harvard Business School graduate, articulated an enlightening epiphany: “One weekend, it really hit me like a ton of bricks that the internet would be the perfect way to sort of connect and empower military people.” His vision entailed cultivating social connections, forming groups around military units on the website, delivering timely news, and facilitating access to benefits.
As Military.com proudly marks its 25th anniversary, it stands as a testament to resilience, having weathered the burst of the dot-com bubble while outlasting numerous early competitors. The site now boasts award-winning watchdog journalism, serving millions of readers and emerging as a vital resource for comprehensive service member benefits information tailored for the military community.
In recent years, the publication has amassed impressive accolades, including the prestigious Gerald R. Ford Journalism Award for Reporting on National Defense, alongside the Joseph L. Galloway Award and the James Crawley Award from Military Reporters and Editors. These awards, among others, underscore the critical role Military.com plays in delivering news pertinent to service members, veterans, and their families.
From the Pentagon to the Front Lines
Bradley Peniston, the executive editor of Defense One and Military.com’s inaugural managing editor, recounted the innovative spirit that characterized the platform’s early days, which included generating a newsletter aggregating stories from diverse outlets while simultaneously crafting original narratives for its audience.
Peniston highlighted Military.com as the first exclusively online publication to be granted press credentials by the Pentagon, emphasizing the persistence of the team: “We just kept showing up to the Pentagon and asked to be let in.” This unwavering commitment ultimately paid off as the organization secured official press passes.
However, the progression of Military.com took a dramatic turn on September 11, 2001, when terrorists launched attacks on the World Trade Center and the Pentagon, abruptly ushering in a new era of conflict for America.
Sarah Blansett, a retired Navy commander and the current publisher of Military.com, shared how the aftermath of the terrorist attacks profoundly influenced the organization’s identity. During this time, Military.com accumulated numerous other websites and blogs, some of which provided real-time accounts of troops stationed in the Middle East.
“The majority of the life of Military.com has been while our nation was at war,” Blansett remarked, encapsulating the essence of the site’s evolution. “We were really a good host for a lot of military bloggers very early on in the war.” This convergence of platforms fostered a unique personality for Military.com, offering news and information that resonated directly with readers documenting their wartime experiences.
A pivotal moment from that period, as Michel remembered, was Military.com breaking the news of former Iraqi President Saddam Hussein’s capture in late 2003. An image capturing the moment was uploaded by a user, leading to a flurry of inquiries from ABC News, which contacted the site to verify the authenticity of the groundbreaking image.
“They said, ‘Is that picture on your homepage of Saddam being captured real?’ … We were the first people to tell that story,” Michel recounted, reflecting on the disruptive impact Military.com had on the information landscape at the time. “I think that they mostly liked us because they trusted us and they knew that we cared about service members.”
Watchdogs at Home
In 2004, Military.com was acquired by Monster Worldwide, which later fell under the ownership of Randstad Holding in 2016. The site continued to expand its reach by aiding veterans and service members in navigating resources, securing employment, and accessing their benefits.
As the blogging era in journalism began to recede, Military.com shifted its focus to consolidate various homepages and blogs, enhancing its news offerings under the leadership of Amy Bushatz, who joined the organization in 2010 and served as executive editor from 2018 to 2023. In an interview, she expressed her deep pride in the work accomplished during her tenure.
Bushatz observed that when she started at Military.com, the internet had transformed from a novel concept into an integral aspect of daily life, necessitating that the website continually adapt to engage with its audience effectively amidst the evolving digital landscape.
Nonetheless, she emphasized that Military.com’s enduring strength throughout journalism’s transformations lies in its unwavering commitment to providing essential news and resources to service members and veterans, regardless of their location. “I never questioned that it would have staying power, because it’s filling such a need that would not otherwise be filled,” Bushatz noted, highlighting the unique niche the site occupies.
As military personnel began returning from overseas deployments, Military.com intensified its focus on delivering news coverage and vital resources to those most affected by the transition. The site has consistently employed a significant number of veterans and military spouses, ensuring that it remains attuned to the community’s pressing issues.
Under the stewardship of current Managing Editor for News Zachary Fryer-Biggs, Military.com has adopted a relentless approach to watchdog journalism centered on accountability and in-depth investigative reporting. “Military.com’s mission has always been to serve the military community; that never changed,” Fryer-Biggs stated, emphasizing the commitment to pursue accountability in a landscape where media outlets face cuts that hinder the depth of inquiry into military matters.
The platform has also embraced new avenues for reader engagement, launching the “Fire Watch” podcast in 2022, which garnered recognition as the top podcast in 2023 from the Military Reporters and Editors organization.
Blansett affirmed that throughout Military.com’s history and looking ahead to the next 25 years and beyond, the website’s unwavering commitment remains constant. “We will always provide the highest-quality news and benefits information,” she declared with confidence. “That’s going to happen no matter what form this website takes, no matter what changes technologically. Those two things will always remain true.”
**Interview with Christopher Michel, Founder of Military.com**
**Interviewer:** Christopher, it’s a pleasure to have you with us today as we celebrate the 25th anniversary of Military.com. Can you take us back to those early days in 1999 when you first launched the website? What motivated you to create a platform specifically for the military community?
**Christopher Michel:** Thank you for having me. When I first conceived Military.com, I was struck by the idea that the internet could create a space for military personnel to connect, share information, and navigate their benefits. Having served in the Navy Reserve and attending Harvard Business School, I understood the complexities our community faced. I saw the internet as a lifeline—a transformative tool to empower service members and their families.
**Interviewer:** In a time when many dot-com startups were struggling, what was your vision for Military.com that set it apart from competitors?
**Christopher Michel:** My vision was simple yet profound: to create a supportive online community for the military. Unlike other sites that were primarily focused on news or job listings, I wanted Military.com to be a hub for information, connections, and shared experiences. We aimed to cultivate an environment where military members could find practical advice and reliable resources tailored to their unique needs.
**Interviewer:** You mentioned that the September 11 attacks changed the trajectory of Military.com significantly. Could you elaborate on that transformation?
**Christopher Michel:** Absolutely. The events of 9/11 abruptly shifted the focus of our work from peacetime resources to wartime support. We became an essential platform for military bloggers and individuals sharing their real-time experiences, which fostered a unique sense of community. It was a challenge, but it allowed us to connect in ways we hadn’t anticipated, enriching the narrative of what it means to serve during wartime.
**Interviewer:** There was a pivotal moment when Military.com broke the news of Saddam Hussein’s capture. Can you tell us about that experience and its significance for the site?
**Christopher Michel:** That was a defining moment for us. When we published the image of his capture, it not only made waves within our community but also attracted national media attention. We were ecstatic to find ourselves in a position where others looked to us for verification. It symbolized our credibility and the trust the military community had in us—something we continue to uphold as a core value.
**Interviewer:** Since your departure from the site, what do you hope Military.com continues to achieve in serving the military community?
**Christopher Michel:** I hope it remains a trusted resource and stays true to its mission. The needs of our service members and veterans evolve, and Military.com must adapt to those changes while providing crucial information. My hope is that it continues to foster connection and empowerment within the military community for many years to come.
**Interviewer:** Thank you, Christopher, for sharing your insights and experiences with us today. Your vision has undoubtedly made a lasting impact on the lives of countless service members and their families.
**Christopher Michel:** Thank you for the opportunity! It’s been rewarding to see how far we’ve come, and I’m proud of the role Military.com has played in supporting the military community.
