[3] It tended to echo the themes of The Bulletin; Australian individuality and mateship, and support for the White Australia Policy.

A remarkable innovation was a prize offered to readers who found errors (including typos) in advertisements and contributions.

[1] It also sponsored the first Australian beauty contest in 1908 (after a challenge by the Chicago Tribune), and featured columns by celebrities.

[2] But two years later, faced with falling circulation and advertising revenue, mostly due to competition from overseas magazines, Fox instituted radical changes, adding a women's section and fashion photography.

[4] The price of the magazine was also dropped from 1 shilling to 6 pence, and the language used in its editorials was softened to engage a broader audience.