Abstract: The object of this research is the entrepreneurial activity of Siberian merchants. The subjects is the advertisements placed in the “Siberian Newspaper” as a reflection of professional activity of Siberian entrepreneurs. The goal consists in the analysis of information contents of the advertisements, determine the peculiarities and main types of merchant advertising. The article reveals the key advertising providers, as well as marketing strategies applied by the merchants for sales increase. Analysis is conducted on the groups of advertised goods and services based on studying the materials of “Siberian Newspaper”. In the course of research, the methods of content analysis, synthesis, induction and deduction were implemented. The scientific novelty lies in the first ever content analysis of trade advertising of Siberian merchants using the advertisements from the “Siberian Newspaper”. The conclusion is made on the importance of advertisements as a source on the history of Siberian merchantry that allows determining the prices that were set, the goods that were sold, outlining he scheme of commercial relations of Siberian merchantry, and fill the gaps pertinent to separate merchants.