Advertisement in the periodical press of Eastern Siberia from 1880s to the beginning of the 20th century

The development of advertising business in the 1880s-early 20thcentury was a consequence of the overall socio-economic and urban growth, and trade dynamics. At the turn of the 20th century, around1900, the average volume of all periodicals in the region was 4-6 pages. The size of the advertising space in various newspapers in EasternSiberia during the period of 1880-1915 was not uniform, but yet the general trend of increasing advertising space from 10% in 1880to 50%, its maximum, in 1900-1905 can be traced. From 1905 to 1915 we witness a slow decline of periodical press advertisementfrom 50% to 25-10%, depending on the edition. Advertisement in Eastern Siberia reaches its climax precisely at the turn of the20thcentury, in 1900, occupying no less (and sometimes more) than 50% of the total newspaper volume. That is also the time when itaggressively captures the front pages of newspapers. According to its internal classification, periodical press advertisements can bedivided into three main groups: advertisements relating to the financial sphere; private announcements, such as those relating to the saleof private property; the most numerous group included the announcement of the sale of goods and services, in particular advertisementof printed matter (books, periodicals), clothing and haberdashery, perfumes and cosmetics, alcohol and tobacco products, householdgoods, advertising of charity events, etc. For example, in the 1880s the primary niche (50%) in the advertising market was occupied bythe advertisement of printed products (books and periodicals). In the 1890s this was slowly superseded by the advertisement of perfumeand cosmetics. From 1900 to 1905 printed products publicity was almost entirely ousted from the market. The primary place was takenby the service sector ads (50-70%). Posters of local theatres, entertainment facilities and resorts were regularly placed on the frontpages, however, from 1905, there was a distinct change: by 1909-1912 printed matter advertising had conquered the market once again,occupying 50 to 100% of advertising space in newspapers. From 1914 advertising space in the press was mostly divided between periodicalsads and charitable events. Thus, advertising can reflect not only the degree of specific industries development, but also the moralcompass of society.

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