The opening advertising agency from Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to develop the advertising traffic: if the earlier spot advertisements were published only in official newspapers, then from that moment it became reasonable to spread about newspapers on the rolling in it advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Appointment of ads. The tasks of this office, debatable Metzel Ludwig, a Czech at hand origin, but theoretically German tribe, were receiving ads commercial and secluded personality and standing them in the press. Of course, initially Metzel worked initially with the provincial editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the beginning of XX century undertaking Metzel nearly monopolized the Russian sell for print advertising and has already entered the intercontinental horizontal: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this ever, the trading prostitution has been transformed into a “Russian Joint Source Enterprise announcements - This suite lasted until October 1917
Family responsibility Metzel contributed to the event of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created elementary by way of professionals. Of dispatch, this affects the je sais quoi of advertising in the cleave to and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian press has not furthermore received such takings, and, as a ruling, there was the cold hard cash from subscriptions. With heed to the provinces, the activity Metzel hastily revives dealings in the remote corners of the country, which, in turn, stilted the Russian thriftiness as a whole.
Agency Metzel promoted not only imported companies but also their own, promoting the advertising province: “Every producer of a work may be, or sells it requirement, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be finicky sometimes to withstand all progressively increasing competition. A tasteful advertising, which does not promise more than what she is qualified to award, purpose continually benefit and the amount used up on publishing, forever upon back in abundance. The company commitment into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power main workplace ad
If the Central Office lodge “worked, mostly, the arrangement, the” Russian Joint Range Retinue offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried free the dispatch into other languages (A little forecast here. The town businesses remember the customer base better and by the Internet, you can find out phone companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the broadsheet that advertises the gathering Metzel speedily appealed to entrepreneurs: “You are secured beside a mob of singular details, so that you may not make happen the intended objective - to disclose their business. If you set out to the Trading descendants “LI And E. Metzel and K ° », then you order win the desired because of skillful advertising, namely, the proper allocation of ads to the publications, in their grand demeanour and rational content.”
The illustrious adjectival phrase “advertising - the apparatus of swap” - is also the origination of the principal advertising agency Metzel: it is considered that it invented the government the man of the partnership VA Polyakov.