"shreds of newspaper written in the Cyrillic alphabet"

 The Cyrillic alphabet is the script used in the Russian language and others that have fallen within the Russian sphere of influence. Derived from Ancient Greek in the tenth century, Cyrillic was spread by the followers of the Byzantine saints Cyril and Methodius, missionaries who brought Eastern Orthodox Christianity to the Slavic world. They are thought to have invented the Cyrillic alphabet.

In this advert, what looks like the letter 3 to Roman alphabet users is the Russian letter З, 'ze'.