East European History

3-13

Authors: Elena N. Krylova

The article deals with «Listokob"yavlenii», advertising and reference newspapers published in St. Petersburg in 1900−1905. The study is devoted to identifying the reasons for the creation and discontinuation of such newspapers and determining the structure of the «Listokob"yavlenii» of the early twentieth century. The research was based on archival documents of the General Administration of Press in the Ministry of the Interior of the Russian historical archive about the opening of the periodicals «Listokob"yavlenii», as well as the newspapers themselves, stored in the newspaper Fund of the Russian national library. When writing the article, we used analysis, description, and content analysis. The results of the study allow us to draw the following conclusions: the appearance of advertising and reference newspapers indicates that there is a need on the part of manufacturers for such publications, the need to inform about new products on the market and promote sales of products. The largest number of advertising and reference publications of the early twentieth century was concentrated in the capital cities of the Russian Empire. Without a well-established structure, «Listokob"yavlenii» could contain only ads or additionally include entertainment and reference material, distributed free of charge or by subscription, but the subscription price was significantly lower than subscriptions to socio-political Newspapers. We can say that at the beginning of the twentieth century there is a search for ways to create an effective newspaper of an advertising and reference that brings profit to advertisers and the editor – publisher. At the same time, the Russian researchers of the early twentieth century published works explaining the importance of advertising and advertising and reference newspapers, in particular, generalizing and using the European experience.