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Merchandising and program promotion in a 14-foot window display.
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To that end, Zinsmaster uses both programs and spot announcements. Its one objective is to give the public something to which it will listen without turning off. For that reason, listener surveys such as Hooper and Conlan are important to the bakery, and its sponsorship ot specific programs has been definitely influenced by high listener ratings.
Zinsmaster applies the same yardstick in its selection of spot announcements, and while the selection of time is limited by what is available, it prefers spots adjacent to high-rating programs. At the same time, Zinsmaster wants to reach as diversified an audience as possible through its spot announcements. Therefore, its spots, scattered throughout the day, are adjacent to a wide variety of program types. Net result: Zinsmaster reaches the widest possible segment of its market.
News and music sum up the current Zinsmaster radio offerings in the reahn of programming. Its current Twin City schedule includes a daily 30-minute program, Master Melody Time, aired six times a week over KSTP at 7:45 a.m., and participation, five times a week, on a WTCN feature, Karen Sings, a program of international folk-songs at 3:00 p.m.
In the Duluth-Superior market, Zinsmaster uses four programs. With one exception, the programs are on the air five times a week, Monday through Friday. Its Master Memory Time originates from WEBC at 9:15 a.m. and is aired
DECEMBER, 1946
for a quarter-hour o\er the full Arrowhead Network. At 12:00 (noon), WDSM listeners get a quarter-hour of Baukhage Talking, a network co-operative feature, and at"6:00 p.m. Fulton Leicis, Jr., another network co-operative, is heard over AVSBR, Superior, Wis., for Zinsmaster. Its only Saturday offering is its Master Open House, a three-hour program of request swing music broadcast over KDAL.
To supplement this program schedule, the bakery uses 30 spot announcements a week over WTCN, WLOL and WDGY, as well as 28 spots a week in Ironwood and 28 in Ashland, Wis. Because good one-minute spots are hard to get, about half of Zinsmaster schedule of announcements are station breaks. The bakery prefers morning or early afternoon time, and it uses no time after 3:00 p.m. Currently, it is using transcribed jingles produced by the W. E. Long Company.
The selection of programs, time and stations is, according to Mr. Petersen, one aspect of the problem of how to make the most effective use of the broadcast medium. Naturally, Zinsmaster is interested in results, and in the last analysis, sales are the deciding factor in determining the effectiveness of a mediuni. For that reason, the commercial copy is another important consideration in a successful radio campaign.
Most of the commercial copy today is of an institutional nature which serves to impress the customer with the idea that "Master is Good Bread." The bak
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