Seriously? Rock and Ice and climbing are crap. As far as advertising creating climbing communities, that makes no sense. The internet, for better or worse (probably worse), has much more to do with modern climbing communities than anything else.
You don't think that the rise of, and subsequent advertising of companies like REI, OR, Black Diamond, Mont Bell, The North Face, Prana, just to name a few....or climbing gyms.....have influenced non-climbers to become part of the community? I think that there is a great deal more inlfuence there than you realize, and it makes perfect sense.
The internet is a place for people who already climb to come talk to other people who climb, but most of it isn't constructive to climbing...like what we're doing right now.