[clarification needed] Joe was one of several publications aimed at the new urban middle and lower-middle classes, and used subversive humour, art and fiction as a medium for cultural, social and political analysis.

"[2] Inspired by South African magazine Drum, Joe used street-wise language in comic strips, fiction stories and themed columns to articulate the everyday problems of the urban population.

The magazine also carried an original short story in every issue, featuring writers including Sam Kahiga, Meja Mwangi, and Ngũgĩ wa Thiong'o.

Joe also made distinctive use of graphics, drawings, illustrated jokes and comic strips, including "City Life" by Edward Gitau, "O.K, Sue!

In 1979 Hirst renamed the magazine Joe Homestead, increasing the number of comic strips and adding a new section on family, nutrition and health.