The authors analyze the journal Proa, which affects the leading role of periodicals in the Colombian architectural debate. Information of great relevance on buildings, architects and urban programs are provided, highlighting the need to analyze the advertising of architecture, not as something merely anecdotal, but as an essential component of both the relationship between architecture, city and industrial fabric and the architectural imaginary of a society. The book offers numerous contributions in aspects such as the urban history of Bogotá in the central decades of the 20th century, modern "domesticity" in the printed media, the monographic study of the main architectural offices, their business structure and the image with which architects presented their works and themselves to society. The second part constitutes a catalogue, in addition to a methodological model that can be for similar studies. The authors analyze the journal Proa, which affects the leading role of periodicals in the Colombian architectural debate. Information of great relevance on buildings, architects and urban programs are provided, highlighting the need to analyze the advertising of architecture, not as something merely anecdotal, but as an essential component of both the relationship between architecture, city and industrial fabric and the architectural imaginary of a society. The book offers numerous contributions in aspects such as the urban history of Bogotá in the central decades of the 20th century, modern "domesticity" in the printed media, the monographic study of the main architectural offices, their business structure and the image with which architects presented their works and themselves to society. The second part constitutes a catalogue, in addition to a methodological model that can be for similar studies.