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ArmyTimes sits at 0.97 — the strongest pull in The Exchange's top 10 — and the neighbor set splits cleanly into two clusters: military media and military institutions.
The shape is two-peak. The first cluster is military news publishers: ArmyTimes (0.97), Military Times (0.95), Stars and Stripes (0.93), and Navy Times (0.87) all rank in the top 10. The second cluster is government entities — specifically the armed services themselves: U.S. Army (0.96), U.S. Air Force (0.87), and U.S. Navy (0.82). Bridging the two is Military.com (0.94), a website that straddles both functions. Navy Federal Credit Union (0.88) is the one financial institution in the top 10, and Charley's (0.85), a QSR chain, is the sole restaurant — both consistent with on-base retail environments but distinct from the dominant military-media and military-institution pattern. No other Apparel entity appears in the top 10; The Exchange's audience shape is defined almost entirely by the military community it serves, not by the retail category it occupies.
The two-peak structure — military press on one side, military branches on the other — signals an audience that engages with both the information infrastructure and the institutional identity of the armed forces.
