Advertising is the main resource of revenue for publishing houses. With the increasing number of advertising media and the development of the internet, however, selling advertising space has become a key challenge. Nevertheless, selling processes in the media industry have not yet been thoroughly analyzed. This article explores the determinants of selling advertising space in magazines, by applying a structural equation model theoretically based on the “4Ps” approach. It shows that not only the rate for an ad is decisive for whether media planners choose magazines for advertisements but also other factors as the editorial environment and service quality.

Link: Knuth, I./Kouki, M./Strube, M. (2013): Is it all about the price? Decision drivers affecting advertising placement of media planners in magazines, Journal of Media Business Studies, 10 (3), S. 65-85.