X-Ray Mag
- Company typePrivate
- Founded2003
- HeadquartersCopenhagen, Denmark
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
X-Ray Mag firmographics
Firmographics- Name
- X-Ray Mag
- Legal name
- AquaScope Media ApS
- Website
- https://xray-mag.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Where X-Ray Mag is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
X-Ray Mag business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Advertising and Sponsorships: Revenue generated from display advertising, sponsored content, and brand partnerships with dive equipment manufacturers, dive operators, liveaboards, and conservation organizations. Media kits available in USD, EUR, and GBP currencies for advertisers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free access to all magazine content |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
X-Ray Mag product offering
Product offeringCore offering
X-Ray Mag publishes a free international digital dive magazine available as PDF downloads through its website, with a current issue (#140) and an archive of 110+ back issues. The publication covers global scuba diving content including dive travel destinations across all continents, equipment reviews, technical training, marine ecology, shipwrecks, underwater photography, and conservation, supported by free region-segmented email newsletters for US, Canada, Europe, UK, and Asia-Pacific audiences.
Product overview
X-Ray Mag is a digital dive magazine published by AquaScope Media ApS based in Copenhagen, Denmark. The company operates a single unified digital publication platform offering the current magazine issue alongside an archive of over 110 free back issues. The magazine covers global scuba diving content including dive travel destinations across all continents, marine ecology and conservation, shipwreck archaeology, technical and training diving, equipment reviews, underwater photography and videography, and lifestyle features. The publication is free to subscribe and download, with revenue generated through advertising. The magazine maintains regional newsletter editions for US, Canadian, European, UK, and Asia-Pacific audiences.
Differentiator
Problem solved
Functional benefit
Products and services
- X-Ray Mag Digital Magazine International scuba diving magazine published as a free digital publication since 2003, featuring editorial content on dive travel, marine ecology, wrecks, technical diving, equipment reviews, underwater photography, and conservation for scuba divers worldwide.
- X-Ray Mag Back Issues Archive Archive of over 110 free back issues of X-Ray Mag spanning multiple years, covering dive destinations, marine life, equipment, and underwater photography content.
- X-Ray Mag Newsletter Subscription Service Free subscription service providing newsletters and magazine updates to subscribers, with regional editions including US, Canadian, European, UK, and Asia-Pacific newsletters for global audience segmentation.
Companies that use X-Ray Mag
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
X-Ray Mag technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
X-Ray Mag partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- DAN (Divers Alert Network)coreDAN (Divers Alert Network) is featured prominently on X-Ray Mag with a dedicated section for DAN news and press releases. The partnership includes coverage of DAN's safety initiatives, research, and training programs for divers.
- DEMA (Dive Equipment and Marketing Association)coreX-Ray Mag is an official DEMA member and actively participates in DEMA Show events. The magazine serves as a media partner for industry events and trade shows.
- Shark TrustminorPartnership coverage for Shark Trust's conservation initiatives including the Great Shark Snapshot citizen science program. X-Ray Mag publishes articles promoting Shark Trust campaigns and events.
- HEPCA (Hurghada Environmental Protection and Conservation Association)minorCoverage of HEPCA's shark conservation efforts in the Red Sea, including their successful campaign leading to Egypt's prohibition of shark fishing.
- Explorer Ventures FleetminorCoverage of Explorer Ventures liveaboard operations including promotional content for their RumPowered Research Expeditions in partnership with Turks & Caicos Reef Fund.
- Emperor DiversminorSponsored content coverage of Emperor Divers' 'No Hidden Extras' pricing initiatives and new Maldives liveaboard launches.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
X-Ray Mag competitors and assessment
Company assessmentDirect peers
- DeeperBlue.com: Long-running online scuba diving news, features, and community site — directly competes for advertising revenue and reader attention in the same free, ad-supported digital dive-content niche.
- Dive Magazine: UK-anchored dive magazine with deep destination coverage and gear reviews; directly competes for European advertisers and divers while also operating a global-facing editorial product.
- Scubaverse: UK-based online dive magazine covering news, reviews, photography, and travel — directly competes with X-Ray Mag for free-to-read English-language dive content and advertising.
- Scuba Diving Magazine: Established US-based scuba diving lifestyle magazine covering destinations, gear, and training — directly competes with X-Ray Mag for global English-language diving audience and dive industry advertisers.
- Alert Diver (DAN): DAN's flagship dive safety and travel publication; X-Ray Mag lists DAN as a featured partner. Comparable in editorial scope (diving safety, training, travel) and competing for the same readership.
Emerging players
- Underwater Photography Magazine: Specialist underwater photography publication overlapping with X-Ray Mag's photography tutorials and equipment review sections; narrower focus creates partial rather than full competition.
- Scuba Diver Life: Digital-first dive blog/magazine covering travel, training, and gear — competes for advertising dollars from dive schools and liveaboards with a content-output model similar to X-Ray Mag.
Others
- Shearwater Research: Dive computer and rebreather manufacturer that publishes educational/technical-diving content adjacent to X-Ray Mag's training-focused articles; an ecosystem participant (potential advertiser and a partner rather than a direct content competitor).
Regional players
- DIVER Magazine Canada: Canadian dive publication overlapping with X-Ray Mag's North American regional newsletter; competes regionally rather than globally for advertisers and readers.
Broad incumbents
- Sport Diver: Established North American dive publication providing destinations and gear coverage; broader incumbent with overlapping editorial categories that competes for parts of X-Ray Mag's advertiser base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
X-Ray Mag social profiles
Digital presenceX-Ray Mag financial estimates
Financial estimateRevenue estimate
Valuation estimate
X-Ray Mag leadership team
Management profileNumber of profiles
Profiles1 record
X-Ray Mag funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
X-Ray Mag M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about X-Ray Mag
What does X-Ray Mag do?
X-Ray Mag publishes a free international digital dive magazine available as PDF downloads through its website, with a current issue (#140) and an archive of 110+ back issues. The publication covers global scuba diving content including dive travel destinations across all continents, equipment reviews, technical training, marine ecology, shipwrecks, underwater photography, and conservation, supported by free region-segmented email newsletters for US, Canada, Europe, UK, and Asia-Pacific audiences.
Is X-Ray Mag a public or private company?
X-Ray Mag is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was X-Ray Mag founded?
X-Ray Mag was founded in 2003. It employs 1 to 10 people.
Where is X-Ray Mag based?
X-Ray Mag is headquartered in Copenhagen, Denmark, in the Europe region.
How does X-Ray Mag make money?
One revenue line is on record: advertising and Sponsorships.
Who are X-Ray Mag's main competitors?
Direct peers on record are DeeperBlue.com, Dive Magazine, Scubaverse, Scuba Diving Magazine and Alert Diver (DAN). Emerging players are Underwater Photography Magazine and Scuba Diver Life. Shearwater Research is listed as an others. DIVER Magazine Canada is listed as a regional player. Sport Diver is listed as a broad incumbent.
Does X-Ray Mag have an API?
No public API is recorded for X-Ray Mag.