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KTRS: St. Louis' Audio-First Powerhouse
How a 53-person team dominates local talk radio with a digital backbone
In a media landscape obsessed with video, KTRS proves that audio-first localism remains a potent, profitable niche. With 53 employees generating nearly $10M in revenue, this isn't just radio—it's a hyper-targeted St. Louis institution with a digital upgrade.
"Their secret isn't chasing viral trends; it's dominating the local conversation with a mix of sports, talk, and news that listeners actively seek out."
The Local Listener Lock-In
KTRS operates on a powerful local network effect. With 47% of traffic coming directly (vs. 28% organic), they've built a habit. Listeners don't stumble upon 'The Big 550'—they seek it out. This direct traffic is the moat; it represents brand loyalty that digital-only startups struggle to replicate. The search term '550*4' alone drives nearly 1,800 monthly searches, indicating a deeply ingrained audience behavior.
Digital Audio's Physical Anchor
While the tech stack (jQuery, Tailwind, Bootstrap) isn't cutting-edge, it's functional and stable. The presence of 'Slick' for carousels and RSS feeds suggests a focus on content discovery over flashy UI. Their YouTube channel acts as a secondary distribution layer, but the core revenue engine remains the terrestrial broadcast and its digital simulcast. They aren't trying to be a podcast app; they are a broadcast brand that happens to be online.
The traffic data reveals a fascinating quirk: 'Top Countries' shows 100% 'undefined.' This likely points to a tracking configuration issue or a highly localized US-only audience that doesn't register internationally. For a local St. Louis station, this is a feature, not a bug. They aren't paying for bandwidth to serve listeners in Tokyo; they are hyper-focused on the St. Louis metro area.
- Revenue per employee ~$185k—strong for regional media.
- Search volume for 'ktrs stl' (120/mo) shows strong local brand recall.
- Niche contest keywords ('12 days of christmas ham radio') drive seasonal spikes.
- Tech stack is lightweight, prioritizing speed over modern frameworks.
The Untapped Potential
KTRS has the audience and revenue; the next step is modernizing the digital product to capture the younger demographic without alienating the core.
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Listen to St. Louis's Top Talk Shows, Sports, & Latest News | KTRS Radio
Missing out on local news and sports updates? KTRS Radio has you covered with top talk shows, breaking news, and all things St. Louis! Start listening now!
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About ktrs.com
Missing out on local news and sports updates? KTRS Radio has you covered with top talk shows, breaking news, and all things St. Louis! Start listening now!
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Technology Stack
ktrs.com uses 18 technologies across their website including YouTube Embed, Google Fonts, PHP, and more.
Video
YouTube Embed
Fonts
Google Fonts
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PHP
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WordPress
CDN
cdnjs
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Cloudflare
Traffic & Audience
ktrs.com receives approximately 5.1K monthly visitors and ranks #3,110,347 globally. The website has a bounce rate of 42% with visitors viewing an average of 2.8 pages per visit. Users spend an average of 1:19 on the site.
The majority of ktrs.com's traffic comes from .
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