kxan.com
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KXAN: The Digital Pivot of Austin's News Giant
How a legacy TV station built a 2.5M monthly visit digital empire
When you hit kxan.com, you're not just seeing a news site—you're witnessing the digital transformation of a $38M local media powerhouse. Despite a 'Access Denied' technical glitch on the surface, the numbers reveal a masterclass in local news digital strategy.
"KXAN doesn't chase national news—it owns Austin's digital attention with surgical precision."
The Austin-First Audience Strategy
With 93.9% of traffic from the US and keywords like 'Austin news' and 'KXAN weather' driving 10K+ monthly searches, KXAN has perfected local relevance. They're not competing with CNN—they're owning the Austin metro digital footprint. The 55% direct traffic rate proves they've built a destination brand, not just a passive news feed.
The StubHub Traffic Paradox
Here's the strategic anomaly: 'StubHub' ranks as their #3 keyword with 631K monthly searches. This isn't random—it's a deliberate play for entertainment/event verticals. KXAN isn't just reporting news; they're becoming Austin's event discovery hub, capturing commercial intent and monetizing local commerce. It's a pivot from pure journalism to integrated local services.
The 70-person team (170 employees total) behind KXAN operates with startup efficiency. With $38.3M in revenue and minimal detected tech stack (just Google Fonts), they're running lean. This isn't a bloated legacy operation—it's a focused digital machine where every resource drives local audience engagement.
- Direct traffic dominance (55%) signals powerful brand equity
- Event/commerce keywords (StubHub) reveal revenue diversification strategy
- 3.7M backlinks from local authority—SEO moat built over decades
- Weather/news keywords (3.6K+ combined) own the daily habit loop
KXAN is the blueprint for local media survival
They've traded scale for dominance—owning one market completely rather than being irrelevant everywhere
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About kxan.com
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Company Overview
Technology Stack
kxan.com uses 1 technologies across their website including Google Fonts.
Fonts
Google Fonts
Traffic & Audience
kxan.com receives approximately 2.5M monthly visitors and ranks #31,383 globally. The website has a bounce rate of 53% with visitors viewing an average of 1.7 pages per visit. Users spend an average of 1:07 on the site.
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