MARKETING COMPETENCIES OF PUBLISHERS AND AD SALES SUCCESS: AN EMPIRICAL ANALYSIS

Advertising is a major source of income for magazine publishing companies and is necessary to balance the costs of editorial content production not covered by the copy price. In line with the resource based view of the firm, this study posits specific marketing assets and capabilities as a key factor influencing advertising revenues of magazine publishing companies. Based on data obtained from 196 German magazine publishing companies using SEM, the study analyzes the impact of market-sensing, positioning, product configuration, service, pricing and sales management as well as communication capabilities on advertising revenue.