Both.
When I started I was all about Goods, built all 5 of the earlier Goods GBs, had 6 or 8 Goods buildings in city, produced a couple hundred Goods per day This was effective in allowing me to advance my game state, and once I figured out Collect on Time, it worked fine for me.
About a 15 months ago, I got my hands on Traz. Everything changed. Now with 3 Roque Hideouts, a Champ Retreat, a couple PME barracks and 1 barracks of whatever Age my Guild is fighting I manage yo score medals in 7 PvP towers, and still produce hundreds of Goods per day
The advent of GE changed everything though. There really is no need to choose now between Goods anf militayr, do both. If I were a relatively new player, I'd invest in a couple barracks, ToR, combat GBs as they come available, The rewards in GE are too good to pass up. The free troops alone have a snowball effect.
Best bets for regular production of Medals without combat are Special Event Buildings, SoA, WW, VT, others. Victory Towers are also avaialable rarely in GE through ToR I believe. Recurring Quests pay Medals after you win the one time Diamond prize. If you are truly desperate, Colosseum, although I am firm believer that'friends don;t let friends build Colosseum or Notre Dame.'