xray.fm
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XRAY.fm: The $5M Hyper-Local Media Outpost
How a Portland radio station built a sustainable digital fortress without chasing scale
While media companies obsess over viral growth and national reach, XRAY.fm quietly built a $4.9M revenue engine by holding a boom mic up to the soul of Portland. This isn't a startup playing radio—it's a broadcaster that learned to survive in the digital age by doubling down on what algorithms can't replicate: authentic local connection.
"XRAY.fm proves you don't need to go viral—you need to go local and go deep."
The Intentional Audience
With only 13,433 monthly visits, XRAY.fm looks tiny by growth-hacker standards. But here's the kicker: 60% comes directly—people typing xray.fm into their browser. That's not traffic; that's a congregation. When your audience seeks you out by name instead of finding you through an algorithm, you've built something durable. The 28% organic search is just icing on a relationship cake.
The Anti-Scale Playbook
Most media startups burn cash chasing the first million listeners. XRAY.fm took the opposite path: serve Portland obsessively, build real community, and monetize that loyalty. With 30 employees generating nearly $5M, they're pulling $163K per head—profitable efficiency that most SaaS companies would kill for. They're not trying to be Spotify; they're trying to be Portland's sonic fingerprint.
The tech stack tells the story too. jQuery, Bootstrap, PHP—proven, battle-tested tools that don't require a team of JavaScript wizards. They spend their engineering cycles on content and community, not chasing the latest framework. The WordPress blog integrates seamlessly, suggesting they treat tech as infrastructure, not the product itself.
- Direct traffic dominance (60%) signals brand strength, not SEO luck
- Top keywords include 'backroadstonowhere' and 'thom hartmann'—niche, loyal, specific
- Social presence across Twitter, YouTube, Facebook, Instagram shows multi-channel engagement
- Leadership team spans engineering, design, and operations—balanced for execution
The Real Lesson: Depth Over Width
XRAY.fm doesn't need a million visitors—it needs Portland. And Portland pays the bills.
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Open Graph Image
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Meta Tags
XRAY.fm /// Listen Here /// KXRY 91.1 & 107.1 FM
XRAY.fm aims to hold a boom mic up to the best and most distinctive of Portland.
H1 Tags
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About xray.fm
XRAY.fm aims to hold a boom mic up to the best and most distinctive of Portland.
Company Overview
xray.fm Social Media
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Phone Numbers
Technology Stack
xray.fm uses 13 technologies across their website including YouTube Embed, Font Awesome, Google Fonts, PHP, and more.
Video
YouTube Embed
Fonts
Font Awesome, Google Fonts
Programming Languages
PHP
Caching
Varnish
CDN
cdnjs
Cloud & Hosting
Cloudflare
Traffic & Audience
xray.fm receives approximately 13.4K monthly visitors and ranks #1,662,096 globally. The website has a bounce rate of 57% with visitors viewing an average of 2.7 pages per visit. Users spend an average of 1:12 on the site.
The majority of xray.fm's traffic comes from undefined, .
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This page provides publicly available information about xray.fm. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit xray.fm directly at https://xray.fm.