He had arrived in Lagos with his family in 1862 intending to establish a settlement at Abeokuta for black emigrants from the United States.
It consisted of four pages of local and international news, short stories, poems, serialized novels and advertisements.
Freeman cited the effects of local newspapers in Sierra Leone: "Your Grace must be perfectly aware of the unfortunate disputes and ill feeling which the worse than worthless periodicals published at the other Colonies on the Coast have caused: and of the injury done by the foolish and ill-judged articles inserted in a little paper printed by the Missionaries at Abeokuta".
Newcastle rejected this proposal, noting that a similar scheme in Sierra Leone, in which The New Era had been brought under government control, had led to ill feeling.
In response to complaints that this undermined its independence Campbell wrote that such advertisements would not affect his opinions on matters in the colony.