Influenced by other Jadid journals, Qazaq was considered to be a medium promoting the emerging Kazakh nationalism against Tsarist imperial policies.

Qazaq published articles on the Kazakh culture, colonization of lands by Russian settlers, taxation issues, educational issues, pros and cons of Kazakh nomadic life and ongoing settlements etc.

Influenced by Western scientific and cultural achievements, contributors to the Qazaq newspaper wanted to introduce similar reforms to the nomadic Kazakhs.

Although Soviet historians considered Qazaq as conservative, the journal had a strong reformist, progressive agenda.

Both the Qazaq and Ay Qap were in favour of sedenterization, literacy, and westernization.