Following the so-called ‘dematerialization of the art object’, the art system has deeply redefined its strategies during the 1970s. Especially within the context of neo-avantgardes, the art reviews have contributed a great deal to valorize ‘visibility’ as a new factor of reputation for artists and galleries. Studying the relationship between advertising and some militant art periodicals of the 1970s, such as «Flash Art» and «Data», this article tries to outline the key-role of this kind of reviews in enhancing some features of the contemporary art marketing: the process of selection and validation of artists, the ‘community building’ within a cultural audience, and the conceptualization of advertising.