IT’S HERE! IT’S HERE! IT’S HERE! Ring the bells and pop the corks, XRAY-FM is finally here! Carl Wolfson’s “Carl In The Morning” podcast has bravely carried the flag so shamefully dropped by KPOJ, but Portland has languished without accessible, over-the-air, engaging, community radio. No longer! Carl joins Thom Hartmann, Jefferson Smith, Adam Klugman, and an array of local music movers and shakers to create something totally new; a fusion of local news, community events, civic engagement, and cutting-edge music unique on the radio dial. And at long last, it begins pouring into the ears of Portlanders on March 15th…
The most popular articles we’ve written here at Your Car Matters have had to do with Portland Radio. Our readers care about alternative media. So, since the start of XRAY.FM is one of the biggest events to hit Puddletown in years, we just had to be there to cover it for you. We sent our intrepid reporting staff to visit their new studios and talk to the staff, so please join us in a peek behind the curtain before it rises in just three short days…
The XRAY-FM studio complex. Their office is on the street under the awning on the left
Our first impression when we pulled up to the 4-story XRAY studio building was disappointment that their $103,000 in Kickstarter funding had already been blown on luxury office space, but an inquiry at the front office quickly showed us our error. The ActiveSpace building in Southeast Portland is home to many small companies and startups, and XRAY is just one of the many. Far from blowing their money, they’re obviously nursing it wisely. XRAY’s studio is just a tiny office in ActiveSpace, about 10’x20’. The front part of the room has been divided off to form a producer’s area and the rear is where the hosts and DJs will be.
The cavernous home of XRAY-FM. We’re standing in the producer’s room, looking into the studio
It may not take much space to run a radio station but it does take equipment, and that’s where the new station’s expenses lie. “We trying to stretch our dollars as far as possible” said Jim Sandberg, XRAY’s operations manager. “Our biggest expenditures so far have been for the electronics we need to actually run the station.” He pointed to a homemade electronics rack under a desk, where green LEDs blinked happily. “These units were probably the most expensive. They’re state-of-the-art phone systems to handle callers, and cost almost $8000.”
Arthur Rizzoto manning the boards for the Thom Hartmann show
Jim Sandberg points out the features of the new state-of-the-art phone system
When we visited, Arthur Rizzotto was busy in the next room running the boards for the Thom Hartmann show on their already-operating net feed of the show. Next to Arthur’s mixing board was the pair of turntables XRAY’s DJ’s will use to add music to the station lineup. “Blending music into the talk format is something we’re really excited about”, said Jim. “Talk radio audiences are generally older, but music typically appeals to a younger demographic. We think that our mix of local, independent music will bring young people to the station who may not have heard us otherwise, but that once they get a chance to hear some of the talk hosts they’ll migrate to that programming too. It broadens our potential audience, and gives people to stay with the station all day and into the evening.” Jim mentioned one particular DJ who will have a show from 3-5am. “She says she’ll be doing some more experimental stuff, something appropriate for the deep night crowd.” He smiled broadly as he said “I’m really looking forward to hearing what that will be like!”
JD Stewart, producer of “Carl In The Morning”, settles into his new home
Along with Jim and Arthur, JD Stewart, producer of the current “Carl In The Morning” show, was at the studio to get a look at his new radio home. They’ll be holding down the 7-9am Morning Show for XRAY. “It’s a slot we’re very familiar with, and we think it’s a strong way to start the day for news junkies. Carl can bring everyone up to speed on the news of the day, and basically set the table for the rest of the day’s conversation.” The full schedule is still developing, but the basics are pretty well set. “After Carl finishes at 9am, we’ll have a variety of people and programming in the 9-to-noon slot. This is where you’ll hear Jefferson Smith, Bitch Media, Adam Klugman, Kickass Oregon History, and all the rest. It’s a place where we can develop new talent and new shows. Then, Thom Hartmann comes on at noon, and we start music when he finishes at 3pm.”
Even as they’re approaching their opening date, the folks at XRAY are thinking about the future. “We’ll be playing with the programming and schedule to see what works best for our listeners, and what kind of content we can develop” said Jim. And, though this one works for now, that huge Kickstarter response gives them money to grow on. “We’d like to eventually have a slightly larger space, maybe 1000-2000 square feet. We’d have better production capabilities, and more options to work with local bands.”
They’re off to a strong start, but the success of XRAY will depend on the continued strength of the community response. They’ll be counting on you to listen starting March 15 on 91.1. Listen, tell your friends, and support the station! This station is a new resource, a new strength for Portland. It will be up to us all to see what we can make of it.
