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The article presents an analysis of the artistic and graphic design of the only satirical and caricature magazine of printing and bookbinding workers «Balda» published in Russia. As result of the all the published issues, the reader’s address of the magazine was identified, as well as its technical characteristics were determined. After studying all three issues of the magazine, it was revealed how much textual information was printed, how much textual information was accompanied by drawings and how many percent of the magazine contained drawings as independent material. The features of graphic and compositional techniques used in the design of the magazine are analyzed. The article identifies the main features of the title complex “Baldy”, describes the fonts used. Fonts definitely have which group they belong to, font size, font type, density, saturation. The graphic and decorative elements used in the design of the magazine are described, with the help of which its original and memorable style is formed. Only three issues of «Balda» magazine were published: on January 1, 1907 – No. 1, on January 9, 1907 – No. 2, on January 16, 1907 – No. 3. Some of the magazine’s circulations were confiscated. Despite the fact, that the arrest of the magazine was later lifted, the editorial board decided to close the magazine «Balda» by starting to publish the satirical, humorous and caricature magazine of the workers of the printing and bookbinding business «Topor». There were two numbers that were confiscated later too. The purpose of the study is to identify trends in the artistic and graphic concept of specialized magazines in order to develop quality criteria for relevant publications. The method and methodology of the work: the basis of the research is the principle of a systematic approach, as well as matrix, analytical, thematic and typographic methods. The practical significance of this work lies in the possibility of using the data obtained when creating new journals, as well as for adapting existing ones to modern requirements. In pre-revolutionary Russia, many specialized magazines were published intended for workers in the printing industry and bookbinding but only «Balda» and «Topor» magazines remain the only humorous, satirical and caricature magazines, which makes them a unique source of both historical, cultural and artistic information.