The earliest advertising intercession in Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to bare the advertising responsibility: if the earlier notice advertisements were published exclusive in official newspapers, then from that two shakes of a lamb’s tail it became reasonable to spread about newspapers on the rolling in it advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Median Firm of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech by confinement, but presumably German clan, were receiving ads commercial and special personality and appropriate them in the press. Of headway, initially Metzel worked basically with the provincial editions, but later his case went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».
Not later than the source of XX century vigour Metzel virtually monopolized the Russian peddle in behalf of print advertising and has already entered the intercontinental au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this schedule, the trading legislative body has been transformed into a “Russian Juncture Stock Plc announcements - This company lasted until October 1917
Parentage business Metzel contributed to the development of national advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created in front by means of professionals. Of movement, this affects the quality of advertising in the impel and, accordingly, on its effectiveness. On the other part, to Metzel Russian press has not so far received such takings, and, as a ruling, there was the money from subscriptions. With heed to the provinces, the venture Metzel with dispatch revives marketing in the remote corners of the country, which, in shift, non-natural the Russian succinctness as a whole.
Power Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising vocation: “Every producer of a work may be, or sells it ought to, if he wants to swell its sales and resort to newspaper advertisements, it would be finicky now to hold out against all progressively increasing competition. A nice advertising, which does not probability more than what she is masterful to award, will in perpetuity benefit and the amount burnt- on publishing, perpetually upon bankroll b reverse in abundance. The theatre troupe liking earn superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means main office ad
If the Prime Section lodge “worked, mostly, the location, the” Russian Communal Stock Company offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried free the transmutation into other languages (A youthful tip here. The peculiar businesses differentiate the buy more intelligent and through the Internet, you can find get in touch with companies, such as “Werbeagentur Heiligenhaus”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the announcement that advertises the company Metzel directly appealed to entrepreneurs: “You are forced next to a mass of different details, so that you may not fulfil the intended even-handed - to disclose their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you will achieve the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their grand demeanour and logical content.”
The well-known adjectival phrase “advertising - the locomotive of swap” - is also the development of the earliest advertising force Metzel: it is considered that it invented the administrator director of the company VA Polyakov.