Music Publication Catalogues and Music Journals in Russia in the Second Half of the 19th and the Early 20th Century: Features of Advertising and Marketing Interaction

Abstract

The article continues the research on the music publishing business in Russia of the second half of the 19th – early 20th centuries, related to its formation and development in historical and cultural dynamics and perspective. The intensity of economic transformations, the growth of production capacities and new technologies significantly influenced the emergence and formation of the advertising and marketing sphere, which is reflected in an integrated approach to the production of music catalogues and periodicals: a modern view of their content and concept, strategies and sales algorithms. The revival of integration processes within individual commercial structures has been directly linked to the flourishing of art and education, the expansion of professional interests and creative relationships. As a result, the “documentary” environment allows us to assess the scale of the ongoing transformations using the example of such large firms as “M. Bernard,” “V. Bessel and Co.,” and others. The activities of other industry representatives have great scholarly potential, among them: “P. K. Seliverstov,” who initiated original constructive solutions in advertising his trading company and became one of the creators of an individual business style. The materials appearing in the research literature for the first time are intended to expand the intellectual base and emphasize the exceptional cultural status of the Russian music publishing business, to identify its individual semantic facets.

Keywords: music magazines, catalogs, domestic music publishing, advertising, marketing, “M. Bernard”, “V. Bessel and Co.”, “P. K. Seliverstov”, “B. V. Reschke”