Advertisment in Verny

Advertising, in some form, has existed as long as humanity itself. However, it became truly widespread with the growth of the press. Advertisements often became the primary source of income for publishers, surpassing profits from subscriptions. The media in the Kazakh steppe in the early 20th century was no exception. In the "Semirechensk Provincial Gazette," published in Verny (now Almaty) from 1870, numerous pages were often dedicated to announcements and ads. Private and commercial ads frequently appeared side by side on a single page. We present to you a small selection for 1911.

Consider these property advertisements from Verny, which bear a striking resemblance to contemporary real estate listings:

For sale: a summer house located above the camp, next to the Bakhrushev estate, featuring three rooms, a kitchen, and all necessary outbuildings. The property includes about one desyatina (approximately 1.09 hectares) of land and a fruit garden. The property is located on the bank of the Almatinka River. For pricing information, inquire at the corner of Lepsinsk and Balkhashskaya (944) at the Belyaeva residence.

Of course, it’s hard to imagine an ads section without advertisements for fashionable clothing. The seller’s desire to highlight the European quality of their goods feels familiar. However, the focus on certain types of materials may seem rather curious:

Available at our store; "Suleimanov, Tazetdinov & Ibragimov Trading House" in Verny:

A vast selection of seasonal items has just arrived:

Women’s and children’s slippers, muffs, voliabou gorgets, American muskrat, tasman, imitation skunk, and the latest fashions from Paris, London, and Vienna. We also offer an assortment of Trimmings, lace, embroidery, and ribbons.

Pharmaceutical advertisements at that time were often quite elaborate:

The best remedy for stomach upset, cholera, diarrhea, and poor digestion.

"Anchor Stomach Powder. F. A. Richter & Co."

Approved by the Medical Council.

Available everywhere. Main warehouse: F. A. Richter & Co., St. Petersburg, Nikolaevskaya, 16.

The most striking design, however, was found in the advertisements for the popular Van Houten cocoa in the early 20th century. It was so well-regarded that many counterfeit versions appeared on the market. Although this may as well have been a marketing tactic:

Consumer Warning for Van Houten Cocoa:

Van Houten cocoa has achieved worldwide fame solely due to its unquestionably superior quality. This immense success has led some unscrupulous individuals to use similar or related names to sell cocoa powder and to mislead the public by using tin cans with labels that closely resemble those of genuine Van Houten Cocoa. Therefore, when purchasing, pay special attention to our brand.

Readers were advised to cut out the label image from the newspaper to help them recognize the original can; Van Houten cocoa advertisements were printed not only in Verny but throughout the Russian Empire. The advertising was so prominent that even Vladimir Mayakovsky *(Russian and Soviet poet, lived 1893-1930), who was also quite skilled in marketing, immortalized it:

It’s good when, from scrutiny, a yellow sweater

Hides the soul!

It’s good when

On the gibbet, in the face of terror,

You shout:

“Drink Cocoa — Van Houten!”iQuote from the poem “A Cloud in Trousers” by Vladimir Mayakovsky

The newspaper "Semirechensk Provincial Gazette" was published weekly in Verny (Almaty) from 1870, and from 1884 to 1918, it was published twice a week, becoming the region's leading publication. It covered national and international news, local events, criminal chronicles, announcements, and advertisements. The newspaper was bilingual, with the Kazakh version, known as the "Native Section," featuring different content.