2023 LAist Media Kit

MEDIA KIT

Pledge to Our Audience

There’s no place on earth like LA. An imperfect paradise.

People like you work every day to figure this place out, to make it better. You need tools to get it done. And that’s why LAist exists. We’re here to give you the news, show you the bright side, the dark side, the fun side, the hidden gems, the confusing, what needs to change, what needs to be discussed… and everything in between. To connect you with your LA.

We cover LA guided by what matters to you.

We’re invested in LA because we’re accountable to LA, independent and powered by your donations.

We protect what makes LA so special: your right to be curious, your right to be informed, your right to make this a better place to live, your right to enjoy your life in LA. Made for you, by you.

How to LA

LAist and our partners at NPR and the BBC are an important part of the daily lives of people from across Southern California.

LAist is a trusted resource for Los Angeles and Orange County audiences who are educated, active, culturally involved, foodies, interested in what’s going on around them and in the world.

Our LAist audience knows our news and information are with them wherever they are – in the car, at home, in the gym, at work – via audio, digital, social, and beyond.

Content Pillars

LOCAL NEWS

Arts and Entertainment

Climate and Environment

Criminal Justice

Daily News

Education

Health and Wellness

Housing and Homelessness

Politics

Transportation and Mobility

HOW

TO LA

Cheap Fast Eats (food)

Climate Emergency

Local History

Play in LA

Queer LA

Rent in LA

PODCASTS

Local News – Daily

Investigative Journalism

LA Stories to the World

EVENTS

One For The Books

Culinary Connections

HTLA Cheap Fast Eats

AirTalk Live

NPR Coproductions

Growth and Engagement

Serving an expanding community of news and information enthusiasts through quality content, active audience conversations, and unique insights on how to live life in LA.

2M+ 1800

Total cross-platform reach

40+ 50

Audience questions answered in 2022

Local stories told each day on-air and online

Connecting on All Platforms

Terrestrial Radio

Livestream Radio

Podcasts / On Demand

Digital + Social

Live Events

Events

Your Sponsorship Help Make

These Social Gatherings Possible!

Upcoming live in-person and virtual events from the LAist Live Programming & Events team:

August

• 8/3 - On Point Live with Meghna Chakrabarti

• 8/12 - Go Fact Yourself LIVE with Alex Borstein and Ego Nwodim

• 8/17 - Culinary Connections

• 8/31 - Truth Be Told LIVE with Tonya Mosley

September

• 9/8 - The Prose Bowl: A Night of Spoken Word with Get Lit

• 9/14 - One for the Books

• 9/28 - Wait, Wait...Don’t Tell Me! (Live at The Greek Theatre)

October

• 10/6 - The Prose Bowl: A Night of Spoken Word with Get Lit

November

• 11/17 - The Prose Bowl: A Night of Spoken Word with Get Lit

Tickets and info available at LAist.com/events.

The Audience

Our audience is LA-centric.

They are enthusiasts of LA… ’LA-ists’.

They are people who feel connected and emotionally invested in LA and in the communities where they live.

They are people who want to see LA win, thrive, and see everyone enjoy their lives in LA more.

And they want to be connected to other people and to discover things about the city that they can share.

Demographic Profile: RADIO

Average Cume: 600,000+

Male/Female: 55% M / 45% F

Median Age: 46

Age: 75% of audience is 25-64

Median HHI: $124,200

Median HHI Net Worth: $1,009,700; 56% of LAist 89.3 adults have a net worth above $500K

Homeowner: 67.3% own their home

Marital Status: 46% married; 54% single

Affluent Homeowner: Among homeowners, 48% have homes valued above $1 million

Educated: 82% have college experience; 70% are college grads; 34% have post-grad work/degree

Ethnic Breakout: 3% Black; 22% Hispanic; 20% Asian; 55% Caucasian/others

Sources:  Nielsen Audio PPM Jan-Dec. 2022 for cume, age and gender;

L.A. Scarborough release 2, 2022 (Feb – Aug. ’22) for all other categories

Demographic Profile: DIGITAL

Monthly Unique Visitors: 1.1M+

Average Page Views: 1.6M

Livestreams: 1.5M average monthly session starts

Female: 51%

Male: 49% College Educated: 64%

Age: 59% of audience is 30-54

Median Age: 48

Race/Ethnic Comp: Black – 10% Hispanic – 43% White – 43%

Median HHI: $90,000

Over Index For: 100k+ Income (142)

Concert & Theater Tickets – Frequent Transactor (111)

Movies – Top Tier Spender (152)

Opening Weekend Movie Goers (145)

Professional Sports – Top Tier Spender (165)

Theme Parks – Top Tier Spender (111)

Source: Google Analytics, ComScore, & Quantcast

Demographic Profile: PODCASTS

Avg. Monthly Downloads: 1M+

Male/Female/Non-Binary: 50%/47%/2%

Median Age: 38

Target Age: P28-59

Household Income:

114% index for $250K+

107% index for $175K-$250K

Educated:

145% index for college

8% index for graduate school

Source: Chartable, February 2023

Social Stats

Facebook: 175,000

Twitter: 791,000

Instagram: 42,000

TikTok: 28,000

Total Social Audience: 1,036,000

Updated February 2023

Does not include LAist 89.3 social audience (formerly 89.3 KPCC)

Editorial Lineup

GARDENING TIPS (Spring and Fall)

RENT IN LA (Year-Round)

EARTH DAY (April)

CLIMATE AND ENVIRONMENT (Year-Round)

QUEER LA (May/June)

WELLNESS AND MENTAL HEALTH (Year-Round)

BEST OF LA (Year-Round)

HOW TO LA (Year-Round)

CHEAP FAST EATS (Year-Round)

HOLIDAY GIFT GUIDES (November)

2023 Ad Specs

RADIO

:15s announcements – Radio credits on LAist 89.3 are voiced by station talent and connect with public radio listeners all over Southern California.

LIVESTREAM

:15s pre-roll – The livestream pre-roll is voiced by station talent and connects with public radio listeners who listen to LAist 89.3 online, through the LAist mobile apps (paired with a 300x250 companion banner), via 3rd party vendors, and on smart speakers.

DIGITAL

IAB Standard Sizes, Newsletters, Sponsored Content – We use industry standard dimensions for our display advertising on LAist.com and LAist.com/radio (formerly KPCC.org) websites.

PODCASTS

:15s pre-roll, :30 mid-roll – LAist Studios “podcast supported by” messages are voiced by station talent and connect with a global podcast audience.

EVENTS

Sponsors logo, :10 tags on event on-air promos

Other elements as discussed.

Testimonials

I’m a new listener to LAist. For the first time since I’ve been living in LA, going on 10 years now, I feel connected to the community, and the simple fact of being informed makes me feel like a real contributing member to our community. Thanks LAist!

- A supporter from LA

I’m a monthly contributor, but I wanted to give a SHOUT OUT to the Orange County listeners - the OCists of LAist!

- A supporter from OC

I am six years old and I am donating because I like hearing you so much in the car to and from school. I love all your shows. Thank you so much LAist!

- An annonymous supporter

As a teacher, I rely on LAist to help me give my high school history students unbiased current news. And if a teacher can donate monthly, virtually anyone can. Even if it’s $5 a month, it’s benefiting objective journalism and education all over LA!

- A supporter from Hermosa Beach

I believe in, and rely on, LAist-KPCC and NPR. I value quality reporting and the rich and thoughtful commentary you provide that serves our diverse community. A vetted process of responsible journalism is vital to our democracy. Thank you to everyone who helps keep this all going. We can’t take you for granted.

- A supporter from LA

Ever since arriving in LA some eight years ago I have been a KPCC and now a LAist listener. Unbiased news, vast in-depth coverage, and engaging conversations are some of the reasons I am committed. For the longest time I was just a listener but finally my financial situation allows me to contribute to the channel I have come respect and love.

- A supporter Bellflower