The first advertising force from Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to develop the advertising traffic: if the earlier notice advertisements were published only in licensed newspapers, then from that moment it became possible to publish newspapers on the scratch advertisers. Undisclosed publications were opened an individual after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Appointment of ads. The tasks of this section, extensive Metzel Ludwig, a Czech by origin, but rumour has it German pedigree, were receiving ads commercial and special character and place them in the press. Of headway, initially Metzel worked predominately with the provincial editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».
By the inception of XX century vigour Metzel virtually monopolized the Russian sell for text advertising and has already entered the international horizontal: Arm agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this time, the trading auditorium has been transformed into a “Russian Joint Stock Company announcements - This fellowship lasted until October 1917
Family responsibility Metzel contributed to the occurrence of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created elementary by means of professionals. Of dispatch, this affects the quality of advertising in the cleave to and, accordingly, on its effectiveness. On the other conspiringly, to Metzel Russian tightly has not up to now received such proceeds, and, as a ruling, there was the spondulicks from subscriptions. With heed to the provinces, the occupation Metzel very soon revives marketing in the outside corners of the rural area, which, in turn, studied the Russian economy as a whole.
Intercession Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising vocation: “Every manufacturer of a work may be, or sells it have to, if he wants to snowball its sales and retreat to newspaper advertisements, it would be demanding for the nonce to bear all progressively increasing competition. A decent advertising, which does not promise more than what she is able to consign, will always allowances and the amount spent on publishing, always into endorse in abundance. The theatre troupe liking earn fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power inside office ad
If the Main Section lodge “worked, mostly, the arrangement, the” Russian Collaborative Progenitor Assembly offers “significantly expanded its latitude of services: the employees of the body is advertising texts, developed slogans, carried out the transmutation into other languages (A little tip here. The local businesses remember the shop better and be means of the Internet, you can tumble to phone companies, such as “Werbeagentur Bochum”), 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 company Metzel later on appealed to entrepreneurs: “You are forced by a mass of singular details, so that you may not make happen the intended unbigoted - to disclose their business. If you set out to the Trading line “LI And E. Metzel and K ° », then you compel fulfil the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their select demeanour and rational content.”
The famous adjectival phrase “advertising - the apparatus of trade” - is also the origination of the principal advertising instrumentality Metzel: it is considered that it invented the top banana director of the partnership VA Polyakov.