KPCC/Pasadena Rebranding As LAist 89.3

• Southern California Public Radio announced that it will align all of the organization’s award-winning local news and information resources under a unified brand: LAist. That includes Pasadena City College-owned NPR affiliate KPCC/Pasadena, which will be rebranded as LAist 89.3, aligning it with its online brand, LAist.com, LAist on social media, in-person programming and events, and its on-demand audio and podcast studio (LAist Studios) — part of an organizational-wide priority to service the audiences in the region across multiple media platforms in an integrated way.

Herb Scanell, President & CEO of Southern California Public Radio, remarked, “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.”

As the release states, “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.”