Following the success of the magazine, ads became a prominent element to the monthly editions. Alcoa began promoting aluminum products and within these ads, they provided example details in use as well as specifications to copy.

By providing specifications, Alcoa is able to imprint themselves in projects. Instead of writing a new specification for spandrels, you can just copy Alcoa's. This marketing technique is a way of indirectly selling the product. If the example is used, the spandrels will be specified of an Alcoa alloy.