Don’t call it KPCC. Call it “LAist 89.3.”
Southern California Public Radio has announced a rebranding of its various broadcast and digital assets under the “LAist” name. (Pronounce it “ell-ay-ist.”)
“All news stories and content will be produced with a cross-platform mindset to innovate public media and better serve Angelenos and beyond,” the organization wrote in the announcement.
“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.”
The rebranding will apply across the network’s four other FM signals in southern California.
Herb Scannell, SCPR’s president and CEO, was quoted: “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.”
The organization emphasizes its local news coverage and resources.
“This rebrand comes as newsrooms across the country are shrinking or shuttering altogether. … 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.”
It gave as an example the launch of a program called “How to LA” that is available on all of LAist’s platforms including podcasts, a daily newsletter, the website, social channels and the FM network.
“KPCC will remain the official radio station call letters, but all public-facing branding will be LAist starting in the coming weeks,” the organization said. Its relationships with NPR, APM, the BBC and PRI remain in place.
In 2020, radio and TV public broadcaster WGBH in Boston announced a similar rebranding in which it dropped the “W” long associated with broadcast call letters.
