The fourth page, not valued at the time in Italian newspapers (it contained brief news and commercial communications), was made entirely with photographs, about events and costume.

[3] At the beginning of the new decade, L'Ambrosiano introduced a literary page every Wednesday, inaugurating a tradition that was later taken up by many other Italian newspapers.

A newspaper always open to innovation, in 1938 the change of format was also experimented, adopting a tabloid, with the doubling of the foliation to 12 pages.

Holders of literary criticism were Gino Saviotti, Luciano Nicastro and a young Guido Piovene, at the beginning of a long journalistic career.

Authors who later became famous wrote on the pages of L'Ambrosiano: Carlo Emilio Gadda, who dealt with construction and life in Milan, publishing in the newspaper the prose which he then collected in his Castello di Udine (1934); Alfonso Gatto, who wrote about poetry; Elio Vittorini, who ranged from literature to architecture; Gaetano Afeltra, Riccardo Bacchelli, Camilla Cederna, Ada Negri, Delio Tessa and Salvatore Quasimodo.