Rusca's L'Esercente was launched to exploit the mobilisation of shopkeeper sentiment in 1886. The paper, however, along with all those who had an interest in the small traders, was conscious of the need to construct an esercenti movement that would reinforce shopkeeper identity, consolidating the opportunities that a conscious economic grouping presented. The crucial requirement was that ordinary esercenti be convinced of the value of such a movement within the context of their everyday business. Those involved in the esercenti movement were therefore obliged to create practical institutions which could demonstrate the utility of ‘association’ and ‘class organisation’. At the same time they had also to foster a small-trader identity which recognised the zonal, i.e. suburban, preoccupations of those shopkeepers who had already been involved in collective action to defend their interests, whilst attempting to take account of the far broader concerns of small proprietors throughout the city.

THE INSTITUTIONAL BASIS OF THE ESERCENTI MOVEMENT

L'Esercente was the primary medium for the furtherance of the movement's message. Its early editions were full of exhortations to ‘associate’, and demonstrations of the need for permanent class organisation. In September 1888, for example, the paper advanced the importance of associations, arguing that just because previous generations of shopkeepers had not been organised was no reason to reject such organisations. ‘When the president requests the reduction of a duty or whatever, it's as if 500 esercenti were speaking at the same time.