Ariez developed an advertisement, showing the anatomy lesson of Dr. Nicolaes Tulp, painted by Rembrandt van Rijn in 1632. This painting symbolizes the eagerness of specialists to learn and to unravel medical problems. The appearance of the advertisement also suggests that the Journal of Hematology (NTvH) has a long history, comparable to the Anatomical lesson, and therefore provides authentic information that is also very reliable. The advertisement header reads: 'Real masters read the Dutch Journal of Hematology'.
As a follow-up to this, there was a variant aimed at pharmaceutical companies to attract advertisements from sponsors in the NTvH with a header: "Real marketing masters advertise in NTVH".