NEWSPAPER ADVERTISING AS A SOURCE FOR THE HISTORY OF KAZAN INDUSTRY IN THE SECOND HALF OF THE XIX CENTURY

The research is based on the combination of quantitative methods that allow newspaper advertising to be considered as a specific type of massive historical source and a qualitative approach to the observation of individual advertising materials. There were formal characteristics indicated by the quantitative approach that allows the merging of separate advertising materials into groups to discover regularity. The second half of the nineteenth century is the time of domination of small-scale production in the Volga region. The craft that successfully coexisted with the developing industry still played an important role. Handicraft stalls, widely oriented to the production of consumer goods, had the opportunity to respond flexibly to any change in market conditions. Newspaper advertising was one of those reaction methods and reflected the peculiarities of the company's behavior in the market. According to advertising in the newspaper, one can judge not only about trade, but also about the development of a series of industries. Approaches to the commercialization of small industrial enterprises can be used in the modern practice of industrial entrepreneurship. Advertising in the newspaper is in many ways a unique source that characterizes Russian business practices.