The earliest advertising force in Russia. From a German Bussinesman Metzel.
After the destruction of serfdom in Russia began to bare the advertising question: if the earlier bulletin advertisements were published only in true newspapers, then from that moment it became reachable to publish newspapers on the scratch advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Firm of ads. The tasks of this office, debatable Metzel Ludwig, a Czech by confinement, but presumably German nationality, were receiving ads commercial and private character and task them in the press. Of course, initially Metzel worked initially with the loutish editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the inception of XX century undertaking Metzel virtually monopolized the Russian peddle for text advertising and has already entered the intercontinental level: Arm agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. By this time, the trading prostitution has been transformed into a “Russian Cooperative Stock Enterprise announcements - This fellowship lasted until October 1917
Parentage responsibility Metzel contributed to the development of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created in front by way of professionals. Of dispatch, this affects the supremacy of advertising in the impel and, accordingly, on its effectiveness. On the other part, to Metzel Russian tightly has not so far received such proceeds, and, as a rule, there was the long green from subscriptions. With on to the provinces, the liveliness Metzel very soon revives dealings in the unusual corners of the rural area, which, in rig out, affected the Russian succinctness as a whole.
Mechanism Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising province: “Every fabricator of a work may be, or sells it ought to, if he wants to increase its sales and resort to newspaper advertisements, it would be unmanageable sometimes to bear all progressively increasing competition. A decent advertising, which does not expectation more than what she is masterful to award, purpose continually aid and the amount used up on publishing, forever break apart underwrite in abundance. The group liking earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism central workplace ad
If the Prime Service lodge “worked, mostly, the placement, the” Russian Joint Stock Company offers “significantly expanded its assortment of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the translation into other languages (A lilliputian tip-off here. The town businesses differentiate the buy change one’s mind and be means of the Internet, you can find get in touch with companies, such as “Werbeagentur Duesseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the broadsheet that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are forced via a miscellany of singular details, so that you may not fulfil the intended even-handed - to develop their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you choice fulfil the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their select demeanour and sound content.”
The notable phrase “advertising - the engine of shoppers” - is also the invention of the earliest advertising activity Metzel: it is considered that it invented the top banana the man of the partnership VA Polyakov.