The article is devoted to the emergence and spread of new realities in the everyday routine of the Old Believers of Transbaikal. The study is based on the texts of the advertisements placed in periodicals that circulated among the Old Believers of the region under study in the early XX century. The analysis of information about the history of periodicals, styling and text of an advertisement leads the authors to the conclusion that newspaper and magazine advertising became one of the factors of the Old Believers’ everyday life, with its obtaining more power and rights after the October Manifesto. Local newspapers and magazines of the Transbaikal Old Believers however did not appear until the beginning of the XXI century, which led to lack of a local advertisements segment.