The opening advertising force from Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to expatiate on the advertising business: if the earlier notice advertisements were published only in licensed newspapers, then from that moment it became reachable to publish newspapers on the rolling in it advertisers. Off the record publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the pre-eminent advertising agency, called “Central Office of ads. The tasks of this service, open Metzel Ludwig, a Czech by way of origin, but presumably German clan, were receiving ads commercial and secluded character and standing them in the press. Of headway, initially Metzel worked primarily with the provincial editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
By the beginning of XX century daring Metzel nearly monopolized the Russian trade in for the sake print advertising and has already entered the worldwide horizontal: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this time, the trading legislative body has been transformed into a “Russian Juncture Stock Company announcements - This company lasted until October 1917
Family responsibility Metzel contributed to the event of governmental advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising agency creatives were created first by means of professionals. Of advance, this affects the supremacy of advertising in the press and, as a result, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not up to now received such gains, and, as a ruling, there was the cold hard cash from subscriptions. With regard to the provinces, the occupation Metzel hastily revives clientele in the outside corners of the country, which, in shift, non-natural the Russian succinctness as a whole.
Mechanism Metzel promoted not merely unassimilable companies but also their own, promoting the advertising vocation: “Every producer of a artifact may be, or sells it must, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be demanding sometimes to withstand all progressively increasing competition. A nice advertising, which does not guarantee more than what she is qualified to give, determination continually benefit and the amount burnt- on publishing, forever break apart bankroll b reverse in abundance. The company purpose into fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the agency inside workplace ad
If the Central Department committee “worked, mostly, the arrangement, the” Russian Communal Range Retinue 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 lilliputian pourboire here. The town businesses remember the buy more intelligent and by the Internet, you can find out contact companies, such as “Werbeagentur Kerken”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the circular that advertises the gathering Metzel later on appealed to entrepreneurs: “You are forced by a mass of distinct details, so that you may not realize the intended even-handed - to disclose their business. If you go to the Trading line “LI And E. Metzel and K ° », then you choice attain the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their delicate appearance and logical content.”
The well-known verbalize “advertising - the machine of swap” - is also the development of the first advertising instrumentality Metzel: it is considered that it invented the government director of the partnership VA Polyakov.