The first advertising force from Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to amplify the advertising traffic: if the earlier announcement advertisements were published only in licensed newspapers, then from that two shakes of a lamb’s tail it became admissible to advertise newspapers on the money advertisers. Eremitical publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Firm of ads. The tasks of this service, extensive Metzel Ludwig, a Czech alongside origin, but supposedly German tribe, were receiving ads commercial and non-public nature and task them in the press. Of practice, initially Metzel worked primarily with the insular editions, but later his example in any event went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Not later than the beginning of XX century undertaking Metzel nearly monopolized the Russian market for text advertising and has already entered the intercontinental au fait with: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. During this time, the trading house has been transformed into a “Russian Cooperative Breeding Enterprise announcements - This new zealand lasted until October 1917
Family dealing Metzel contributed to the development of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created first by professionals. Of advance, this affects the je sais quoi of advertising in the press and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not up to now received such takings, and, as a practice, there was the long green from subscriptions. With on to the provinces, the liveliness Metzel with dispatch revives dealings in the remote corners of the country, which, in turn, non-natural the Russian thriftiness as a whole.
Mechanism Metzel promoted not only imported companies but also their own, promoting the advertising vocation: “Every producer of a consequence may be, or sells it have to, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be difficult instantly to hold out against all progressively increasing competition. A clean advertising, which does not guarantee more than what she is masterful to consign, purpose in perpetuity aid and the amount used up on publishing, forever upon underwrite in abundance. The theatre troupe commitment into fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the power main chore ad
If the Prime Section board “worked, mostly, the placement, the” Russian Collaborative Range Assembly offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried distant the transformation into other languages (A little pourboire here. The local businesses recognize the market better and through the Internet, you can find association companies, such as “Werbeagentur Solingen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the broadsheet that advertises the guests Metzel promptly appealed to entrepreneurs: “You are secured beside a mass of different details, so that you may not make happen the intended objective - to disclose their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you will win the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their select show and logical content.”
The notable verbalize “advertising - the machine of shoppers” - is also the origination of the principal advertising activity Metzel: it is considered that it invented the government overseer of the company VA Polyakov.