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Commercial advertising in the Bulgarian press during the National Revival Period (18th-19th century) has never been studied before, for unclear reasons. Ignoring ample evidence to the contrary, some researchers in the history of Bulgarian journalism have even claimed that no one cared to advertise in the newspapers at that time. Such blindness is hard to explain. The truth is that advertisements and announcements often occupied almost a whole page of the limited space in a given newspaper. They "screamed", forced themselves on the readers' attention, while the constantly changing graphic design and the painful effort to find the best form of verbal expression exhibited the publishers' touchingly inept yet sincere drive for perfection.
