The two-million-strong Zurich is just around the corner
Media Planning: The map of Switzerland's economic regions has been redesigned. In some cases, it completely reshapes the landscape.
Media planning The map of Switzerland's economic areas has been redesigned. In some cases, it completely plows up the landscape: The new map of economic regions (WG) is now available. It was designed by the media research company Publicom on behalf of the Federal Office of Communications and Wemf. A comparison of the two maps shows: Large centers are expanding, the others are becoming smaller (see also WW 14/04). And the number of WGs is falling from 25 to 21 (including Liechtenstein). This is not surprising, as the previous WG map was created 40 years ago - and thus before the construction of the highway and great mobility. But be careful when making comparisons: it is not possible to draw any real conclusions about trends, as the old and new maps are not based on the same considerations. What's more, the basis of the WG map valid today cannot even be fully ascertained.
The Publicom draft shows Switzerland as follows: The economic influence of the centers of Zurich, Bern and Lausanne, and to a lesser extent Lucerne, Chur and Biel, can be felt in a much larger radius than the previous map indicates. For example, the pull effect of Zurich is so strong that the previous WGs 41, 43, 44 and 27 no longer meet the Publicom criteria for a WG (see explanations of the map on this page) and have therefore merged into one. In other words, the new WG Zurich stretches from Lake Constance to Baden and from the Rhine to Glarnerland. In terms of the number of inhabitants, the entity quite accurately represents a "two million Zurich".
Central Switzerland, where WGs 21, 24 and 25 previously existed, now also forms a single unit. There is also a merger in south-eastern Switzerland (WGs 28 and 29). This is not the case in French-speaking Switzerland, where there are only major territorial expansions and corresponding mergers.
-shrinkage. For example, WG 12 (Lausanne) separates WG 15 (Fribourg) from Lake Neuchâtel and WG 16 (Lower Valais) from Lake Geneva. WG 33 (Biel) now extends deeper into the Jura, and WG 34 (Bern) conquers Langenthal at the expense of WG 32. The only split occurs in the canton of Ticino, which is now divided into two WGs - Sopra- and Sotto-Ceneri.
However, the WGs are only one of three levels of the Publicom concept. Switzerland is based on a modular system: As before, the political districts form a stable foundation, as there have only been minor changes here in recent years, for example due to municipal mergers. They are also the smallest unit for which both public statistics and newspaper circulation data exist. However, Publicom is now proposing an additional level between the 184 districts and the 21 WGs: the communication areas (KR). Publicom CEO René Grossenbacher explains this as follows: "For advertising customers who work regionally, the previous WGs were too large and the districts too small. The new WG map accentuates this difference. It therefore makes sense to include an intermediate level."
Publicom developed the KR concept back in 1994. Until now, however, readership figures have not been broken down to this level on an annual basis. Under the new model, however, this would become an integral part of Mach Basic and other (Wemf) studies.
While the 1994 LR map was based on 1990 census data and showed 71 LR, the new map is an update with data from 2000. As the 2000 census showed a sharp increase in mobility and linguistic homogeneity compared to the 1990 census, the Publicom criteria required a reduction in the number of LRs to 65. Incidentally, Publicom also examined whether individual KRs or WGs should be moved across the national border in view of the flow of cross-border commuters and shopping tourists. According to Grossenbacher, however, this was not an option.
However, the consequences of all this can only be definitively determined once the space concept has been introduced and backed up with readership or radiocontrol figures.
Either way, Publicom and Wemf assume that the new model will reflect the needs of printed and electronic media more accurately and realistically than the previous model. In addition, it can be updated every ten years with new census data. This should make it more useful for large and small-scale strategy and media planning.
René Grossenbacher and Wemf Director René Schmutz emphasize: "The WG map is not a newspaper distribution map, only the LRs partially reflect the distribution." WGs have nothing to do with the distribution of media. Rather, it is the other way around: "Media follow economic flows and penetrate new markets."
And so it goes onThe advertising market group of the Publishers Association has unanimously endorsed the new concept. It will now go out for consultation until June 30.
Wemf Director René Schmutz makes it clear that he will not be discussing individual boundaries. "Either you accept the model or you reject it." Those who reject it would have to prove that the Publicom approach is flawed. According to Schmutz, the
Publicom criteria, however, are clearly and comprehensibly weighted.
At the end of May, Wemf is still awaiting an expert opinion from the Technical University of Aachen. In the summer
The Mach Basic 2004 will still be published in accordance with the old WGs; an update in accordance with the new WGs will be possible in January 2005. (mk)
Markus Knöpfli
The Publicom draft shows Switzerland as follows: The economic influence of the centers of Zurich, Bern and Lausanne, and to a lesser extent Lucerne, Chur and Biel, can be felt in a much larger radius than the previous map indicates. For example, the pull effect of Zurich is so strong that the previous WGs 41, 43, 44 and 27 no longer meet the Publicom criteria for a WG (see explanations of the map on this page) and have therefore merged into one. In other words, the new WG Zurich stretches from Lake Constance to Baden and from the Rhine to Glarnerland. In terms of the number of inhabitants, the entity quite accurately represents a "two million Zurich".
Central Switzerland, where WGs 21, 24 and 25 previously existed, now also forms a single unit. There is also a merger in south-eastern Switzerland (WGs 28 and 29). This is not the case in French-speaking Switzerland, where there are only major territorial expansions and corresponding mergers.
-shrinkage. For example, WG 12 (Lausanne) separates WG 15 (Fribourg) from Lake Neuchâtel and WG 16 (Lower Valais) from Lake Geneva. WG 33 (Biel) now extends deeper into the Jura, and WG 34 (Bern) conquers Langenthal at the expense of WG 32. The only split occurs in the canton of Ticino, which is now divided into two WGs - Sopra- and Sotto-Ceneri.
However, the WGs are only one of three levels of the Publicom concept. Switzerland is based on a modular system: As before, the political districts form a stable foundation, as there have only been minor changes here in recent years, for example due to municipal mergers. They are also the smallest unit for which both public statistics and newspaper circulation data exist. However, Publicom is now proposing an additional level between the 184 districts and the 21 WGs: the communication areas (KR). Publicom CEO René Grossenbacher explains this as follows: "For advertising customers who work regionally, the previous WGs were too large and the districts too small. The new WG map accentuates this difference. It therefore makes sense to include an intermediate level."
Publicom developed the KR concept back in 1994. Until now, however, readership figures have not been broken down to this level on an annual basis. Under the new model, however, this would become an integral part of Mach Basic and other (Wemf) studies.
While the 1994 LR map was based on 1990 census data and showed 71 LR, the new map is an update with data from 2000. As the 2000 census showed a sharp increase in mobility and linguistic homogeneity compared to the 1990 census, the Publicom criteria required a reduction in the number of LRs to 65. Incidentally, Publicom also examined whether individual KRs or WGs should be moved across the national border in view of the flow of cross-border commuters and shopping tourists. According to Grossenbacher, however, this was not an option.
However, the consequences of all this can only be definitively determined once the space concept has been introduced and backed up with readership or radiocontrol figures.
Either way, Publicom and Wemf assume that the new model will reflect the needs of printed and electronic media more accurately and realistically than the previous model. In addition, it can be updated every ten years with new census data. This should make it more useful for large and small-scale strategy and media planning.
René Grossenbacher and Wemf Director René Schmutz emphasize: "The WG map is not a newspaper distribution map, only the LRs partially reflect the distribution." WGs have nothing to do with the distribution of media. Rather, it is the other way around: "Media follow economic flows and penetrate new markets."
And so it goes onThe advertising market group of the Publishers Association has unanimously endorsed the new concept. It will now go out for consultation until June 30.
Wemf Director René Schmutz makes it clear that he will not be discussing individual boundaries. "Either you accept the model or you reject it." Those who reject it would have to prove that the Publicom approach is flawed. According to Schmutz, the
Publicom criteria, however, are clearly and comprehensibly weighted.
At the end of May, Wemf is still awaiting an expert opinion from the Technical University of Aachen. In the summer
The Mach Basic 2004 will still be published in accordance with the old WGs; an update in accordance with the new WGs will be possible in January 2005. (mk)
Markus Knöpfli
