It’s hard for me to comprehend that it’s really been a decade. TWZ went live 10 years ago today. Nearly 11,000 articles later, we are still here and growing faster than ever.
Check out the press release here.
While the site has evolved immensely over the years, our mission remains the exact same: to provide uniquely deep insights into the world of military technology and strategy, while tying those perceptions into the broader foreign policy context when applicable. It is our laser focus on this mission, along with our unique style of analysis, open source investigative abilities, and distinct voice that has differentiated us and will hopefully continue to do so for many years to come.
To say the least, it has been such a wild ride and it flew by way too fast. From covering multiple wars to spearheading the conversation on the threat posed by lower-end drones to being the first news outlet that has the ability to task an imaging satellite, it’s absolutely wild all the stuff we covered in those 11,000 articles. The truth is, producing this site every day has been the hardest thing I have ever done, and also the most rewarding. I have edited every single article ever posted here, aside from maybe a dozen. This has not been a job, it’s been something of a way of life. It’s not just my place of work, it’s my passion. And I never would have had such a rare opportunity to make this crazy dream a reality without the help of so many people. Even when it was just my byline on every article at the beginning, it took a village to make TWZ the truly special place it quickly became.
I want to thank…
First off, our readers. You guys keep me going.
I have never gloated publicly about the massive audience this site has, but after 10 years, I think context matters here. TWZ averages around eight million page views a month these days, but that number has been as high as 16 million, depending on what is going on in the world. For the topics we cover, we touch a lot of screens.
In fact, I do not know of a larger site in this category in terms of audience, not even close really, but that’s not what’s important. It’s where that traffic comes from that matters. With remarkable consistency over many years, roughly half of that readership at any given moment comes straight to the homepage. Yes, around 50% of TWZ’s traffic are people literally typing in the URL or hitting their bookmarks. We do not rely on Google or social media or other referrers to stay alive. This is not normal. This incredible loyalty and trust, over all these years, from readers all over the world, is quite possibly the thing I am most proud of.
My goal has always been to have our team available to our readers directly, via our email, posted at the bottom of every article, or on X, among other avenues. From this has come great leads, fascinating personal stories, and friendships with remarkable individuals, some of whom we have lost along the way.
Our commenting community is like a unicorn from another planet in how special and rare it is. Nothing like it exists on any news-like site that I know of. TWZ gets thousands upon thousands of comments a week. Our open discussion Bunker Talk weekend segments do on average well over 4,000 comments each. The vast majority of these people are the heart and soul of our audience. They have helped create an informative, hilarious, engaging, thoughtful and sometimes bizarre (mostly in a great way) online community in a world where that concept is rapidly evaporating outside of massive social media sites. Yes, this part of our site is an incredible feature, but it’s also a testament to how different TWZ is and how much passion exists amongst our readership.
Other sites like to talk about reader engagement. Most of that is smoke and mirrors. At TWZ, it’s anything but. All you have to do is look at the comments section to see just how strong it is for us. And not on some Reddit thread or Facebook group, but right here on our own website.
Amazing.
The bottom line here is that without all of you, everyone who clicked, shared, commented, emailed, tweeted and everything else, TWZ would never have lasted. And even on my worst day here, I pinch myself that I have the opportunity to do what I do and the freedom to do it with such a great team of people, both in terms of staff and readers. So thank you all from the bottom of my heart for giving me this incredible gift. To be able to immerse one’s self in a topic they care so much about and to get paid to produce the exact site I always wanted to read, it’s just so incredible.
Next, I want to thank my team. There is no site on earth that covers military technology and strategy across all domains — air, sea, land, and space, sprinkled with a little cyber — and that also ties it all together in a neat geopolitical bow. We do all this with a tiny but extremely dedicated editorial team of five people.
I often get asked by colleagues from other outlets how big our team is. When I tell them, they cannot believe it. The reaction is always the same. They totally reject the idea. It’s always a shocked response. They have no idea how we do this, at this tempo, with this depth, across such a massive topic set, and do so with such authority. Well, I am going to tell you all the secret of how:
An unmatched work ethic and a true passion for the subject matter.
Nobody that works here is just hanging their shingle so they can leap on to the next best thing. Nobody here just fell into this topic by chance after graduating journalism school. This is a passion project. Everyone here has that passion. So, yes, we are huge nerds. It’s from this place, this love for what we do and deep curiosity for what we cover, that the articles you read here emanate daily.
Nearly every article, even those with a single byline, have been molded in some way by other members of the team. We work as a fully integrated unit at all times. There are no stove pipes. It’s all about how can we execute the story the best way possible for our readers. We all work together to do this moment to moment. It’s an extremely fast moving (crushingly at times), highly charged, and, well, intense (and exciting) environment. This crew has to recreate the wheel every single day and do it to TWZ standards of depth and accuracy. Not easy!
Our focus on open source intelligence means massive amounts of info has to be fuzed together in very short periods of time. It’s far harder than it looks, but we make it happen by pulling on the collective talents of the whole team. TWZ staff have sacrificed a lot at times to accomplish our mission and they have done it without complaint. I can’t thank them enough for all their hard work and for how seriously they take our mission in order to make this place what it is.
Next, I want to thank our ownership and management. We all read the horror stories near daily of what it’s like working in the modern media industry. The misery that my colleagues have experienced at so many outlets simply has not been the reality for us at TWZ.
No company is perfect, far from it, but Recurrent has supported TWZ consistently over the years, through thick and thin. They have always been there when they are needed and, most importantly, they have been absent when they are not. THIS is the magic sauce.
They don’t screw with our program. They stay out of the way so we can operate to the best of our potential, as defined by us. Much of TWZ’s success is thanks to them letting our staff live in a purely creative space nearly all the time and not meddling with our work. There is no corporate busy work. They allow us to keep laser focused on making the magic happen and use their abilities to make sure we can keep doing it without worry. I am so thankful for this. It is such a rare thing these days.
Our CEO Andrew Perlman and Recurrent Military’s General Manager Kathy Torres-Pummill are truly the best I have ever worked with. We are incredibly lucky to have such an amicable ownership and management situation where our goals are so well aligned.
Finally, I want to thank our advertisers and sponsors, large and small, and our sales team who is the nexus between them and TWZ.
Our sponsors have been incredibly understanding of our editorial standards and have been willing to work in unconventional ways at times to get their message across in the best way that is also really interesting for our readers. While editorial lives in a separate universe from our ad team, we have always had the ability to veto anything and have worked to make anything we put on the site to be as interesting to our great audience as possible. By and large our advertisers really get this and have gone the extra mile to work within that vision. We thank them for their continued support. We also thank our incredibly patient and creative sales team, led by Phil Hladky, for all their hard work, love, and respect for this brand. They are the unsung heroes of the TWZ team. We would not be here without them either.
Looking forward
Now, for what’s to come. This year is a big one for TWZ. And when I say TWZ, I mean it! The War Zone will be referred to exclusively by our staff and in branding as solely TWZ going forward — just like how it has long been referred to by our readers. That change has been ongoing for years, but since the site launched on its own URL two and half years ago under TWZ.com, it’s time we formalize it. So, you have probably noticed the logos on the homepage and our social media channels have already changed over the weekend. We figured everyone has called it TWZ in our community for nearly 10 years now, we should make it official!
We are also making a big push into video with the fantastic Jamie Hunter at the helm. This will include two major segments that have already been established on our channel. First off is our Special Access series, which puts TWZ in the field with the technologies we write about and with those who build and operate them. We see a huge opportunity with YouTube to bring TWZ’s unique voice and expertise to this concept, and Jamie has already begun with some fantastic installments — but just wait for what’s to come! We also have our Showtime segment, which provides great interviews and insights on leading-edge capabilities from major industry expos and conventions.
This is just the start, other segments are on the horizon.
Please hit subscribe on YouTube, if you haven’t already. You can check out a sampling of Special Access here:
Inside The Air Force’s Elite Ghost Tanker Unit
Private F-5 Adversaries Take The Fight To Navy Fighter Pilots
And of Showtime here:
Will The X-BAT Stealth Fighter Drone Change The Air Combat Game?
The H-60 Black Hawk Gunship Evolves With New Wings And Weapons
We will be launching a subscription service very soon, too. Wait, I know what you are thinking! ‘You are paywalling TWZ?!?!’ As many of you know, I have worked very hard to keep this site free to all and it will continue to be that way for the foreseeable future.
The initial subscription offering will be a supporter tier. I get asked every day, ‘how can I support your work? Where is your Patreon?!’ Well, now you can directly support us and get some features along with it, the biggest being a nearly ad free (ad light) experience. YES! After all these years, this most requested feature is coming to TWZ. This will limit advertising to one ad per article and those will only be from our direct sponsors. Oftentimes there will be none at all.
So, if you want to support us directly, and enjoy a nearly ad free experience, this will be the way you can do it. More tiers will come later on with added features, but there is no pressure to join. You can still enjoy TWZ just as you have been for all these years.
We will also be expanding the team. We are looking for a couple key individuals to really evolve certain areas of our coverage. We just hired Ian Ellis-Jones as our head of audience development, and he is also our guy for interpretive graphics and short-form open source intelligence posts. You will see a new section popping up in the near future featuring these posts, some of which you have already seen on the site. This lighter format will allow us to cover visual topics in new ways. Ian is also rapidly evolving our social media strategy, so TWZ will be showing up in more places than ever before.
These are just some of the new features that are in the works that we can talk about, but there will be others, including new ways I can interact with you more directly and more regularly. More to come on all that. While the future is remarkably bright for TWZ, everything has been built on the foundation you, the readers, have helped us lay.
Once again, from all of us, thank you so much for the last 10 wonderful years.
Tyler Rogoway
Editor-In-Chief of TWZ