The magazine's banner read 'dedicated to Women's Service', and its self-advertising ran as follows: 'The Australian Woman's Weekly is an interesting and cheerful little periodical, published for the purpose of providing a light literary recreation for odd moments at a minimum of cost. Its articles are short and varied, and are specially suitable for the housewife -- and her daughters.' This description was accurate. The Australian Woman's Weekly had regular columns on social happenings, fashion, jokes, recipes, music, reader correspondence, 'news and notes from near and far', paragraphs, and poetry. It ran a weekly 'Editorial Chat', and its overall tone was somewhat moralistic and conventional.