The first issue was published under the title Jadranska straža – Službeno ilustrovano glasilo Jadranske straže – Centrale u Splitu (lit.

The journal employed rhetoric resembling the style of Italian fascist publications and promoted the country's official ideology of integral Yugoslavism.

In the final years the publisher and the journal gradually shifted their focus from pan-Yugoslav to regional, Dalmatian and Croatian topics.

The organisation's objective was promotion of strategic orientation of the country to the Adriatic Sea area in terms of defence, trade and cultural activities.

[3] Since mid-1930s, the central office of the organisation started shifting its orientation pan-Yugoslav one to giving greater emphasis on regional, Dalmatian and Croatian aspects of Adriatic themes.

[11] In the first three years of the publication, a significant portion of the journal consisted of reports on establishment of Jadranska straža branches, listing names of organisation's members and donors.

In the same period, reports on coastal towns and regions started to be published, as well as popular science texts on marine biology, meteorology, and navigation instruments.

[6] Jadranska straža occasionally had a section analysing events in Italy that the editors considered potentially threatening as examples of Italian irredentism.

[15] In early 1930s, the journal expanded the scope of articles on coastal towns to foreign ports written by merchant navy captains.

[16] In the final years of its publication, as the World War II started, the journal included reports on sinking of passenger steamships by the Kriegsmarine, on E-boats, and on the Royal Navy.