Krauss became dissatisfied with "Artforum" when in its November 1974 issue it published a full-page advertisement by featuring the artist Lynda Benglis aggressively posed with a large latex dildo and wearing only a pair of sunglasses promoting an upcoming exhibition of hers at the Paula Cooper Gallery. Although Benglis' image is now popularly cited as an important example of gender performativity in contemporary art, it provoked mixed responses when it first appeared. Krauss and other Artforum personnel attacked Benglis' work in the following month's issue of "Artforum", describing the advertisement as exploitative and brutalizing, and soon left the magazine to co-found "October" in 1976.