Although not South Australia’s first newspaper, the Advertiser is
perhaps the State’s - if not the country’s - most recognisable newspaper with
bold advertising covering its front page until 1942
Although a broadsheet
newspaper, The Advertiser broke conservative traditions in the first half of
the century by using a bold format on its front page rather than the tight
column style synonymous with the period.
The Advertiser’s individuality was also reflected in its reporting of the
news with a more liberal and slightly sensational sentiment, giving the
Advertiser a strong identity that distinguished it from other Australian
Perhaps in a bid to hold on to this individuality, it retained its
broadsheet format as late as 1997, but changed to a tabloid not long after
introducing colour to its pages.