It represented a new approach to journalism, featuring cultivated essays on contemporary manners, and established the pattern that would be copied in such British classics as Addison and Steele's The Spectator, Samuel Johnson's The Rambler and The Idler, and Goldsmith's Citizen of the World.

This is the first known such consistently adopted journalistic persona,[1] which adapted to the first person, as it were, the 17th-century genre of "characters", as first established in English by Sir Thomas Overbury and then expanded by Lord Shaftesbury's Characteristicks (1711).

Steele's conceit (embodied in the title "The Tatler") was to publish the news and gossip heard in various London coffeehouses (in reality he mixed real gossip with invented stories of his own), and, so he declared in the opening paragraph, to leave the subject of politics to the newspapers,[2] while presenting Whiggish views and correcting middle-class manners, while instructing "these Gentlemen, for the most part being Persons of strong Zeal, and weak Intellects ... what to think."

To assure complete coverage of local gossip, he pretended to place a reporter in each of the city's four most popular coffeehouses, and the text of each issue was subdivided according to the names of these four: accounts of manners and mores were datelined from White's; literary notes from Will's; notes of antiquarian interest were dated from the Grecian Coffee House; and news items from St. James's Coffee House.

The journal was originally published three times a week, and Steele eventually brought in contributions from his literary friends Jonathan Swift and Joseph Addison, though both of them pretended to be writing as Isaac Bickerstaff and authorship was revealed only when the papers were collected in a bound volume.