For generations, NPR consumers across Southern California who wanted a full slate of spoken-word programming have tuned to KPCC, the Pasadena-licensed Class B with 600 watts from atop Mt. Wilson, giving it coverage of Los Angeles and Orange County. Three other stations simulcast KPCC, giving it expanded coverage to Ventura County, the Coachella Valley, and the Inland Empire.
While KPCC has been known for such programs as the Larry Mantle-hosted AirTalk, a fixture since April 1985, its LAist podcast and news feature service has exploded in stature since its relaunch under KPCC leadership five years ago.
Now, Southern California Public Radio believes the LAist brand is so big, it should be applied to its broadcast operation.
In the coming weeks, all of the organization’s local news and information resources will operate under a unified brand. As part of this change, radio station KPCC will now be branded “LAist 89.3.”
As SCPR sees it, “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.”
Herb Scannell, President/CEO of Southern California Public Radio, explains, “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 L.A. 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.”
Scannell adds that 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.”
As the FCC sees it, KPCC will remain “KPCC.” But, for those from Ojai to Redlands and from Glendale to Mission Viejo, “LAist 89.3” will soon be a reality.
A SCPR spokesperson declined to respond to RBR+TVBR’s query that the branding shift for KPCC was due to any weakness in year-over-year underwriting support or listener financial contributions.
KPCC vigorously competes for listeners against Santa Monica College’s KCRW, known for its eclectic music programming; California Lutheran University’s KCLU, in Ventura County; and KVCR-FM 91.9 in Riverside-San Bernardino.
