PROMOS

National Public Radio will turn to TV, movies and the public prints in the coming weeks in its first-ever multimedia advertising campaign. By leveraging a $50,000 matching grant from the Corporation for Public Broadcasting into $250,000, NPR plans to broaden the appeal of its highbrow daily newsmagazines, “Morning Edition” and “All Things Considered,” says NPR spokeswoman Kate Cowan. The 30-second TV spots are whimsical animated messages with the look of Saint-Exupery’s “The Little Prince,” according to Cowan, and member stations will have to use their own advertising budgets to get the spots placed on local TV. In Los Angeles, NPR affiliate KCRW-FM (89.9) has taken the multimedia campaign a step further by transferring the 30-second video spots to 35-millimeter film with the intent of running the commercials as trailers in local theaters.