Bulgakov about Vodka

'In my time', began the editor [...], 'when I worked on Vanya Sytin's Russian Word, people used to drink themselves into seeing elephants.' (Mikhail Bulgakov, The Fatal Eggs,1925, Chapter X)

Bulgakov is referring to Ivan Sytin (1851-1934), who became one of the greatest entrepreneurs Russia's when he started publishing books on a large scale, for the first time in Russia. This was extraordinary considering Russian population being predominantly illiterate and his own background, him coming from the class of unlettered peasants (90% of Russia's people that time). His printing plant as well as Moscow daily newspaper were called Russian Word.