ADVERTISING ACTIVITY OF THE NEWSPAPER “MSHAK” IN 1893-1918

Abstract

The article examines the importance of advertising for the Tiflis-Armenian newspaper
“Mshak”. The author notes that, as in the first period of the newspaper’s existence (1872-
1892), when advertising did not give significant income, and the newspaper was supported
mainly by investments of the founder of the newspaper Gr. Artsruni, in subsequent years
advertising was not the main source of income either. The activities of the publication were
supported by sponsorship and donations from various persons. In the field of advertising, the
newspaper actively cooperated with many advertising agencies, among which the main place
was occupied by the advertising agency “L. and E. Metzl & Co.” until 1915. The majority of
local advertisers for the newspaper were Armenian cultural institutions and representatives of
small and medium-sized businesses. Large entrepreneurs preferred to print their advertisements in Russian-language periodicals of Tiflis