The opening advertising force from Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to bare the advertising responsibility: if the earlier bulletin advertisements were published solely in true newspapers, then from that tick it became possible to advertise newspapers on the money advertisers. Private publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Responsibility of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech at hand origin, but presumably German clan, were receiving ads commercial and special nature and task them in the press. Of routine, initially Metzel worked predominately with the provincial editions, but later his happening went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Home L. and E. Metzel and K °».
Through the beginning of XX century vigour Metzel less monopolized the Russian sell in behalf of text advertising and has already entered the international horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this time, the trading house has been transformed into a “Russian Cooperative Breeding Companionship announcements - This suite lasted until October 1917
Family responsibility Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created elementary past professionals. Of movement, this affects the je sais quoi of advertising in the impel and, accordingly, on its effectiveness. On the other hand, to Metzel Russian press has not so far received such gains, and, as a for the most part, there was the money from subscriptions. With observe to the provinces, the venture Metzel quickly revives marketing in the outside corners of the rural area, which, in shift, studied the Russian thriftiness as a whole.
Agency Metzel promoted not merely unassimilable companies but also their own, promoting the advertising business: “Every producer of a work may be, or sells it requirement, if he wants to extend its sales and resort to newspaper advertisements, it would be demanding for the nonce to bear all progressively increasing competition. A nice advertising, which does not probability more than what she is qualified to consign, determination always extras and the amount spent on publishing, each time come underwrite in abundance. The theatre troupe purpose gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power main office ad
If the Prime Service committee “worked, mostly, the arrangement, the” Russian Joint Progenitor Assembly offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried out the transmutation into other languages (A little tip here. The town businesses recognize the shop more intelligent and auspices of the Internet, you can ascertain contact companies, such as “Werbeagentur Castrop-Rauxel”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the circular that advertises the guests Metzel promptly appealed to entrepreneurs: “You are secured beside a swarms of out of the ordinary details, so that you may not make happen the intended unbigoted - to develop their business. If you set out to the Trading descendants “LI And E. Metzel and K ° », then you compel fulfil the desired by way of skillful advertising, namely, the usual allocation of ads to the publications, in their select advent and inductive content.”
The well-known phrase “advertising - the locomotive of swap” - is also the development of the first advertising instrumentality Metzel: it is considered that it invented the administrator overseer of the company VA Polyakov.