White Ash Broadcasting, operators of Public News/Talk 89.3 KVPR Fresno and 89.1 KPRX Bakersfield CA, have rebranded the stations from “Valley Public Radio” to “KVPR“.

In announcing the rebranding, which will include KVPR/KPRX, their HD2 “KVPR Classical”, website/app, and their magazine (changing from Audiophile to KVPR Magazine), President/General Manager Joe Moore explained that the move to focusing on the Fresno station’s call letters came to clarify the multiple brands the stations have used in its history. Moore stated, “Over the years, we’ve gone by so many different names: KVPR, FM89, VPR, KPRX, Valley Public Radio, NPR, it has led to clutter, and at times confusion. As more and more users access our content online, FM89 has proven to be less than adequate as a name for the station. There are multiple “FM89s” broadcasting on 89.X frequencies across the country, and the term isn’t really relevant for non-broadcast content.”

Moore also notes that their logo for the past 22 years has been the “VPR” initials, which caused confusion with Vermont Public Radio. He stated, We’ve even had our donors mistakenly visit their website and accidentally send their donations to the Green Mountain State, thinking they were on our website. So a logo that matches our name has become a top priority.”