wpbstv.org
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WPBS: The Unsung PBS Powerhouse
How a 35-person team built a $5.7M digital media operation serving a cross-border audience
In an era where legacy media is dying, WPBS quietly built a $5.7M operation with just 35 employees—serving a unique cross-border audience across Northern New York and Eastern Ontario. They're not chasing viral trends; they're mastering the art of hyper-local, mission-driven media.
"They've turned the PBS model into a precision instrument—serving a niche geographic market with the efficiency of a tech startup."
The Cross-Border Advantage
WPBS operates in a unique geographic sweet spot: Northern New York meets Eastern Ontario. With 65.7% of traffic from undefined regions (likely the US-Canada border area), they've captured a bilingual, bicultural audience that most local stations can't touch. This isn't just broadcasting—it's community infrastructure.
The SEO Playbook
Their keyword strategy reveals a fascinating pattern: they're not competing on 'PBS' (293K monthly volume). Instead, they own specific content verticals like 'The American Revolution episodes' (13.3K monthly searches). This long-tail dominance shows sophisticated content planning—educational programming that serves specific curriculum needs rather than chasing mass appeal.
The tech stack tells its own story. With jQuery, Tailwind CSS, and Bootstrap, they're not building bleeding-edge frameworks—they're using battle-tested tools that prioritize reliability over flash. The presence of Vite and Priority Hints suggests they're modernizing incrementally, a smart approach for a nonprofit where every dollar counts.
- Revenue-per-employee ratio of $163K—exceptional for a nonprofit broadcaster
- Traffic is split 46% organic vs 39% direct, showing strong brand recall
- Social presence across 4 platforms with consistent cross-posting
- Content strategy targets educational niches (Dinosaur Train, Whiz Quiz)
The Quiet Giant of Local Media
WPBS proves that in media, depth beats breadth. They don't need to be global to be profitable—they just need to be indispensable to their community.
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WPBS | Serving Northern New York and Eastern Ontario | Serving Northern New York and Eastern Ontario
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Technology Stack
wpbstv.org uses 27 technologies across their website including UserWay, Font Awesome, Google Fonts, HSTS, reCAPTCHA, and more.
Accessibility
UserWay
Fonts
Font Awesome, Google Fonts
Security
HSTS, reCAPTCHA
Error Tracking
Sentry
Programming Languages
PHP
CMS
WordPress
Traffic & Audience
wpbstv.org receives approximately 35.3K monthly visitors and ranks #797,675 globally. The website has a bounce rate of 54% with visitors viewing an average of 2.3 pages per visit. Users spend an average of 1:55 on the site.
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