Southern California Public Radio will rebrand all of its properties under its LAist brand in the coming weeks.
Public News/Talk 89.3 KPCC Pasadena/Los Angeles will become “LAist 89.3” matching its podcast studio “LAist Studios“, as each consolidate under the branding of their news platform LAist.com. SCPR acquired LAist in February 2018 as part of a deal that saw New York Public Radio purchase the assets of the former Gothamist network and WAMU Washington DC gain the DCist site.
KPCC is heard on a network that includes 89.1 KUOR-FM Redlands/San Bernardino, 89.5 KJAI Ojai/Ventura, 89.9 K210AD Santa Barbara, 90.3 KVLA-FM Coachella, and 93.3 K227BX Palm Springs.
Southern California Public Radio today announced that it will align all of the organization’s award-winning local news and information resources under a unified brand: LAist. As part of this change, radio station KPCC will now be branded LAist 89.3. Coordinating all efforts under one LAist brand – including radio (LAist 89.3), online (LAist.com), LAist on social media, in-person programming and events, and on-demand audio and podcast studio (LAist Studios) – is part of an organizational-wide priority to service the audiences in the region across multiple media platforms in an integrated way.
Commented Herb Scannell, President and CEO, Southern California Public Radio, “As a leading public media organization we cannot stay static. The moment to change to service more Angelenos and beyond in the platform of their preference is now. A cross-platform approach will be the tip of the spear of our evolution, and a powerful unified brand is table stakes to future-proof our mission. It is essential that we take steps to not only serve current listeners and readers better, but to engage the public media audience of the future. We here at LAist aim to stay at the forefront of innovation when it comes to being a trusted and independent resource for all, in the right places, at the right time. We are made of LA. We rely on Angelenos and not algorithms to tell us what’s important for them, and that’s how we frame our stories. Our new brand will be an embodiment of that unique way of covering Southern California. With this change we feel better positioned than ever to spark the audience’s curiosity, make them feel more connected with others and their community, help them understand issues that are important to their life, find ways to enjoy their city even more, and even be equipped to make a positive difference.”
This rebrand comes as newsrooms across the country are shrinking or shuttering altogether. The importance of in-depth local news, resources and stories that can inspire and connect communities has never been greater. Unifying under a cross-platform LAist brand ensures that news and resources are easily accessible, meeting people where they are: on the radio, online, on mobile devices, in person and on-demand.
An example of this strategy that has already been put into place, is with the newly launched program How to LA with host Brian De Los Santos. How to LA is available on all of LAist’s platforms: everywhere podcasts are found, on a daily newsletter, LAist.com, on LAist’s social channels, and on LAist 89.3. With new content available multiple times per week, the program aims to help curious and caring Angelenos connect with others, discover the new, navigate the confusing, and even drive some change along the way – exactly in line with LAist’s mission.
LAist at large and LAist 89.3 on the radio will continue to be the same trusted news source bringing listeners the NPR programming they’ve enjoyed for decades, a free resource that keeps Angelenos informed, inspired, connected and engaged with their community and city. KPCC will remain the official radio station call letters, but all public-facing branding will be LAist starting in the coming weeks.
This story first appeared on radioinsight.com