In the wake of the centers
Daniel Schifferle on the new map for the Swiss advertising industry
Daniel Schifferle on the new map for the Swiss advertising industry
From January 2005, the Swiss advertising industry will have a new spatial model that better reflects reality. It replaces the Wemf's previous economic regions, which had existed for forty years and had since been overtaken by reality. The new division is consistently based on the internal cohesion and logic of the regions. In this respect, it provides the communications industry with a far more efficient tool than we have had up to now, and the most important insight for the advertising industry that has been incorporated is that the economic influence of cities such as Zurich, Bern and Lausanne extends far beyond the old borders. Accordingly, the areas around the major centers are growing explosively in the new model in some cases, while the other areas are shrinking. This makes sense. After all, the big cities have rapidly developed into trendsetters for lifestyle, leisure and consumer behavior in recent decades.
The break with the past is radical. A painless
The reorganization (see p. 18), which was so sustainable, was not completed. Various areas were cut up and territories reallocated. The outcry from newspapers such as Mittelland Zeitung or Südostschweiz, whose home markets are experiencing unfavorable changes, is easy to understand, but does not change the quality of the new model.
Rethinking and internalizing the new order will take time and effort. Comparisons with market research based on the old spatial model will also no longer be possible. Media and marketing planners have a lot of work ahead of them. In addition, it will not be possible to completely avoid a temporary confusion of terms. After all, the old economic areas have become engraved in our minds like maps, and the WG numbers are burned into our heads. But the change will pay off, because the new tools will lead to the desired target groups much better and more efficiently.
> Daniel Schifferle Head of Media & Information
From January 2005, the Swiss advertising industry will have a new spatial model that better reflects reality. It replaces the Wemf's previous economic regions, which had existed for forty years and had since been overtaken by reality. The new division is consistently based on the internal cohesion and logic of the regions. In this respect, it provides the communications industry with a far more efficient tool than we have had up to now, and the most important insight for the advertising industry that has been incorporated is that the economic influence of cities such as Zurich, Bern and Lausanne extends far beyond the old borders. Accordingly, the areas around the major centers are growing explosively in the new model in some cases, while the other areas are shrinking. This makes sense. After all, the big cities have rapidly developed into trendsetters for lifestyle, leisure and consumer behavior in recent decades.
The break with the past is radical. A painless
The reorganization (see p. 18), which was so sustainable, was not completed. Various areas were cut up and territories reallocated. The outcry from newspapers such as Mittelland Zeitung or Südostschweiz, whose home markets are experiencing unfavorable changes, is easy to understand, but does not change the quality of the new model.
Rethinking and internalizing the new order will take time and effort. Comparisons with market research based on the old spatial model will also no longer be possible. Media and marketing planners have a lot of work ahead of them. In addition, it will not be possible to completely avoid a temporary confusion of terms. After all, the old economic areas have become engraved in our minds like maps, and the WG numbers are burned into our heads. But the change will pay off, because the new tools will lead to the desired target groups much better and more efficiently.
> Daniel Schifferle Head of Media & Information
