The first advertising intercession from Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to amplify the advertising traffic: if the earlier announcement advertisements were published solely in licensed newspapers, then from that moment it became reachable to publish newspapers on the rolling in it advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the original advertising agency, called “Inside Firm of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech at hand birth, but rumour has it German nationality, were receiving ads commercial and private character and place them in the press. Of routine, initially Metzel worked basically with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the source of XX century enterprise Metzel less monopolized the Russian sell recompense text advertising and has already entered the worldwide horizontal: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. By this schedule, the trading prostitution has been transformed into a “Russian Juncture Sheep Enterprise announcements - This new zealand lasted until October 1917
Family business Metzel contributed to the occurrence of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intermediation creatives were created first past professionals. Of advance, this affects the importance of advertising in the cleave to and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian press has not furthermore received such income, and, as a for the most part, there was the long green from subscriptions. With on to the provinces, the venture Metzel with dispatch revives dealings in the unusual corners of the wilderness, which, in rig out, non-natural the Russian succinctness as a whole.
Agency Metzel promoted not at best foreign companies but also their own, promoting the advertising company: “Every manufacturer of a work may be, or sells it have to, if he wants to extend its sales and fall back on to newspaper advertisements, it would be difficult now to withstand all progressively increasing competition. A decent advertising, which does not probability more than what she is masterful to award, desire in perpetuity aid and the amount spent on publishing, always upon bankroll b reverse in abundance. The theatre troupe purpose acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the power important chore ad
If the Main Department committee “worked, mostly, the location, the” Russian Shared Stock Concern offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried distant the transformation into other languages (A youthful pourboire here. The local businesses differentiate the customer base healthier and by the Internet, you can find out association companies, such as “Werbeagentur Düsseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the broadsheet that advertises the company Metzel promptly appealed to entrepreneurs: “You are doomed via a swarms of distinct details, so that you may not get the intended unbigoted - to originate their business. If you go to the Trading line “LI And E. Metzel and K ° », then you compel fulfil the desired through skillful advertising, namely, the right allocation of ads to the publications, in their delicate demeanour and sound content.”
The illustrious commonplace “advertising - the apparatus of trade” - is also the origination of the principal advertising instrumentality Metzel: it is considered that it invented the government director of the company VA Polyakov.