Public Media KPCC/Los Angeles Rebrands as ''LAist 89.3''

RADIO ONLINE | Tuesday, January 31, 2023

KPCC/Los Angeles

Southern California Public Radio has announced that it will align all of the organization's local news and information resources under a unified brand: LAist. As part of this change, 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.

Southern California Public Radio President and CEO Herb Scannell commented, "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."

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.

KPCC will remain the official radio station call letters, but all public-facing branding will be LAist starting in the coming weeks.