this work presents a study of the dissemination in escola magazine of the teaching reform established by law 5.692/71. launched by abril publishers in october 1971, 27 issues were published before it disappeared in april 1974. its target audience consisted of primary school teachers, for whom it was offered as 'a tool for dialog and cooperation', a tool which was used to 'on behalf of the reform' established by the military regime. in this article reports and editorials referring to the reform are analyzed, as well as the main material devices around which the magazine was organized. the objective is to highlight the publisher's strategies to spread a new commercial product associated with the reform and its publicizing. it is concluded that this new periodical, therefore, tried to forge a new reader in the educational field, who was accustomed to the standards of the cultural industry.