KPCC/Los Angeles Rebranding As 'LAist 89.3'

Unified Branding

SOUTHERN CALIFORNIA PUBLIC RADIO News-Talk KPCC/PASADENA-LOS ANGELES is rebranding as LAist 89.3, taking on the LAist branding of its news site and podcast production studio. The conversion will take place in coming weeks; the station will retain the formal KPCC calls but will change all public-facing branding to LAist.

President and CEO HERB SCANNELL said, “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.”

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