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The Advertiser (Adelaide)
The Advertiser (Adelaide)
The Advertiser (Adelaide)
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The Advertiser is a daily tabloid format newspaper based in the city of Adelaide, South Australia. First published as a broadsheet named The South Australian Advertiser on 12 July 1858,[1] it is currently a tabloid printed from Monday to Saturday. The Advertiser came under the ownership of Keith Murdoch in the 1950s, and the full ownership of Rupert Murdoch in 1987. It is a publication of Advertiser Newspapers Pty Ltd (ADV), a subsidiary of News Corp Australia, itself a subsidiary of News Corp. Through much of the 20th century, The Advertiser was Adelaide's morning broadsheet, The News the afternoon tabloid, with The Sunday Mail covering weekend sport, and Messenger Newspapers community news. The head office was relocated from a former premises in King William Street, to a new News Corp office complex, known as Keith Murdoch House at 31 Waymouth Street.

Key Information

History

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The office of The Advertiser in Waymouth Street, Adelaide

The South Australian Advertiser

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An early major daily colonial newspaper, The Adelaide Times, ceased publication on 9 May 1858. Shortly afterwards, Reverend John Henry Barrow, a former editor of the South Australian Register founded the morning newspaper The South Australian Advertiser and a companion weekly The South Australian Weekly Chronicle. The original owners were Barrow and Charles Henry Goode, and the first issues were published on 12 July 1858 and 17 July 1858 respectively.[1][2][3] It initially consisted of four pages, each of seven columns, and cost 4 pence.[4]

In 1863 the company started an afternoon newspaper The Express as a competitor to The Telegraph, an afternoon/evening daily paper independent of both The Advertiser and the South Australian Register.[5] The company was then re-formed, effective 9 September 1864, with additional shareholders Philip Henry Burden, John Baker, Captain Scott, James Counsell, Thomas Graves and others.[6] Burden, secretary of the company, died in 1864, and Barrow, whose wife had died in 1856, married his widow in 1865, thus owning together a quarter of the company. In December 1866, the syndicate bought the now defunct The Telegraph (by this time renamed The Daily Telegraph with a morning edition and a weekend Weekly Mail) at auction, and incorporated it with The Express to form The Express and Telegraph.[5]

In 1871, when the shareholders were Barrow, Goode, Robert Stuckey, Thomas Graves, William Parkin, Thomas King, James Counsell, and George Williams Chinner, the partnership was dissolved and the business was carried on by Barrow and King.[7] J. H. Barrow died on 22 August 1874, and Thomas King ran the papers for himself and Mrs. Barrow for about five years.[5] In 1879 a new firm was created, consisting of Thomas King, Fred Burden (son of P. H. Burden and adopted son of J. H. Barrow), and John Langdon Bonython. In July 1884, Thomas King dropped out, and the firm of Burden & Bonython was formed to run the paper.[5]

The Advertiser

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The Advertiser Building on King William Street, Adelaide, 1936

On 1 April 1889, the main publication was re-branded with an abbreviated title, The Advertiser.[1] In December 1891, Burden retired, and sold his share of the company to Bonython,[8] who, from 1894 to 1929, became the sole proprietor of The Advertiser. As well as being a talented newspaper editor, he also supported the movement towards the Federation of Australia. Later, in 1923, after a run of 60 years, The Express was stopped just as its renamed rival, The News, was starting. On 12 January 1929, The Mail announced that Bonython had sold The Advertiser for £1,250,000 to a group of Melbourne financiers[9] The Herald and Weekly Times, an external media company, now had the controlling stake, but Bonython still retained a 48.7% interest. Bonython then retired from his newspapers in 1929, after 65 years' service,[10] and his son, John Lavington Bonython, became editor.[11] In February 1931, in the wake of the Great Depression, The Advertiser took over and shut down its ailing competitors, The Register (published 1836-1931), The Chronicle (Register's Saturday sister publication), and The Observer (published 1843-1931), briefly renaming itself for seven months as The Advertiser and Register.[12]

News Corp Australia

[edit]

On the death of Keith Murdoch in 1952, ownership of The News and The Mail passed to his son Rupert Murdoch via News Limited. Following the handover, and in response to suggestions of external influences from Victoria made by competing newspaper The Mail, the Chairman of The Advertiser's board published its policy in The Advertiser as follows:

"It is the same today as when the late Sir Langdon Bonython was in sole control. It is based upon a profound pride and belief in South Australia, and the system of private enterprise which has made this State what it is."[13]

On 24 October 1953 the company launched the Sunday Advertiser in direct competition to News Limited's The Mail,[14] but failed to outreach its rival,[15] though no doubt affecting its profitability. It ceased publication five years or so later, after which the by then renamed Sunday Mail advertised itself as a joint publication of Advertiser Newspapers and News Ltd., and incorporated many of the Sunday Advertiser regular features. It had also introduced colour graphics on the comics page (rather primitive by today's standards), but this was dropped shortly after joint publication commenced.[citation needed]

In addition, The Messenger, published since 1951 was partially purchased in 1962, and fully owned by 1983. When Murdoch acquired The Herald and Weekly Times in 1987, he also acquired the remaining 48.7% share of The Advertiser.[16] He sold The News in 1987, and it was closed in 1992. Murdoch then changed the format of The Advertiser from a broadsheet to a tabloid in November 1997, and the masthead and content font and layout was modernised in September 2009.[17]

Circulation

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The Advertiser is available for purchase throughout South Australia and some towns and regions in New South Wales, Victoria and the Northern Territory located near or adjacent to the South Australia state border such as Broken Hill, Mildura, Nhill and Alice Springs. According to The Advertiser's website, the newspaper is read by over 580,000 people each weekday, and by more than 740,000 people each Saturday.[citation needed] Circulation figures reported in May 2016 by Roy Morgan Research showed a continuing decline in readership, of 324,000 on weekdays, and 371,000 on Saturdays.[18]

The Advertiser's website, adelaidenow.com.au, was rated by third-party web analytics providers Alexa and SimilarWeb as, respectively, the 268th and 313rd most visited website in Australia, as of August 2015.[19][20] SimilarWeb rates the site as the 29th most visited news website in Australia, attracting almost 1.8 million visitors per month.[20][21] In 2015, along with other News Corp websites, The Advertiser's website adopted a paywall with non-subscribers being locked out of "premium" content.[22]

Notable personnel

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Personnel at The Advertiser include:

Digitisation

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The National Library of Australia has digitised, by OCR, photographically archived copies of the following newspapers, accessible through Trove:

Endorsements

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National election Endorsement
2010 Labor
2013 Coalition
2016 Coalition
2019 Coalition
2022 Coalition

See also

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References

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[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

The Advertiser (Adelaide)

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from Grokipedia
The Advertiser is a daily tabloid published in , , serving as the city's primary source of local news and information since its first edition on 12 July 1858. Owned by , a of the global media conglomerate controlled by the , it has maintained a dominant position in the South Australian print media market following its acquisition by Keith Murdoch-led interests in 1929. The publication shifted to a compact tabloid format in November 1997, emphasizing a mix of news, sport, , and opinion content tailored to metropolitan readers. Throughout its history, The Advertiser has chronicled key events in South Australia's development, from colonial expansion to modern political and economic shifts, while expanding into digital platforms under its adelaidenow.com.au domain. Its editorial stance, shaped by News Corp's broader influence, has drawn assessments of right-leaning in story selection and phrasing, though evaluations note occasional reliance on unverified sourcing amid otherwise standard reporting practices. Notable controversies include disputes over sponsorships, such as a 2023 apparent of the Fringe Festival after a promotional deal collapsed, highlighting tensions between the paper's commercial interests and cultural coverage. As one of Australia's longest-running dailies, it continues to adapt to declining print circulations by prioritizing engagement, though its influence remains tied to the polarized dynamics of Murdoch-owned media.

Historical Development

Origins and Early Years as The South Australian Advertiser

The South Australian Advertiser was founded on July 12, 1858, by the Reverend John Henry Barrow, a Congregational minister who had emigrated to in 1851 and previously contributed political writing to the . Barrow, leveraging his experience as a pastor, politician, and journalist, established the newspaper through a to serve as a morning daily competitor to the dominant Register, filling a market gap for advertising and timely news in the 22-year-old colony. The inaugural issue comprised four pages, each with seven columns, and retailed for four pence; Barrow personally edited, managed, and largely authored its content, emphasizing , commercial notices, and commentary on colonial affairs. This format catered to Adelaide's growing mercantile class, prioritizing empirical reporting on , , and over , though Barrow's liberal political leanings—rooted in his advocacy for free settlement and reform—shaped early editorials. Accompanying the daily was the South Australian Weekly Chronicle, launched five days later on July 17, which extended its reach to rural subscribers. During its first decade, the newspaper navigated financial pressures typical of colonial printing, relying on subscription growth and ad revenue amid limited infrastructure, such as manual and horse-drawn distribution. Barrow's involvement waned after initial years due to his political commitments, including parliamentary service, but the publication endured, reporting on key events like gold discoveries in the 1850s and debates. By the 1870s, under evolving management, John Langdon Bonython joined as a reporter in 1873, rising to editor by 1881; his focus on factual, business-oriented enhanced credibility and circulation, positioning it as a staple for South Australia's elite. The paper maintained independence from government subsidies, contrasting with some contemporaries, and by had printed over 10,000 daily issues, reflecting steady expansion before its title simplification.

Rebranding and Expansion to The Advertiser

On 1 April 1889, The South Australian Advertiser shortened its title to The Advertiser, marking a that streamlined its name while retaining its core identity as Adelaide's primary morning . This change coincided with the paper's Volume XXXI, Issue 9,501, and reflected its maturation amid South Australia's colonial expansion, where the publication had already established dominance in coverage since its founding in 1858. The abbreviated title emphasized brevity and prominence, aligning with evolving journalistic norms that favored concise branding for wider appeal. Post-rebranding, The Advertiser pursued operational expansion to meet rising demand from Adelaide's growing population and economic activity. By the early 1890s, the newspaper increased its focus on diverse content, including expanded agricultural, commercial, and political reporting, which supported circulation growth in a competitive market alongside rivals like . In December 1891, proprietor Charles Lorenzo Burden retired and sold his stake, enabling the remaining partners—primarily from the Burden family and associated investors—to invest in enhanced production capabilities and broader distribution networks across regional . This period saw the paper's page count and advertising volume rise incrementally, with archival issues documenting denser layouts and more classifieds, indicative of commercial scaling. The rebranding and subsequent expansions positioned The Advertiser as a cornerstone of South Australian media, with its influence extending beyond print through affiliations with weekly supplements and evening editions like the acquired Express. By the early , prior to major ownership shifts, the publication had solidified its readership base, reporting daily sales in the tens of thousands amid Adelaide's , though exact figures varied with economic cycles such as the 1890s depression. These developments underscored the paper's adaptability, prioritizing empirical coverage of local events over speculative content to maintain credibility among subscribers.

Ownership Transition and Growth under News Corporation

In 1987, News Corporation acquired full ownership of The Advertiser from Advertiser Newspapers Ltd., marking the culmination of the Murdoch family's longstanding involvement that dated back to 1929, when Keith Murdoch led a consortium to purchase the paper from its founders. This buyout, valued at over £14 million in shares and cash and backed by the Commonwealth Bank, followed partial mergers and stakes accumulated by Rupert Murdoch's News Limited since the 1950s, including the 1955 amalgamation of the Sunday Mail with the Sunday Advertiser to establish a Sunday monopoly in Adelaide. The acquisition aligned with Australian media law reforms under the Hawke government, enabling greater consolidation in ownership. Post-acquisition, The Advertiser integrated into 's Australian operations, benefiting from shared resources across the group's titles, which facilitated cost efficiencies and enhanced journalistic capabilities through national syndication and investigative support. This period saw the closure of rival The News in 1992, solidifying The Advertiser's dominance in Adelaide's print market and reducing direct competition. Growth under News Corporation emphasized modernization and diversification, with investments in facilities such as upgraded printing presses and the transition to compact tabloid format in the early 2000s to boost accessibility and sales. Digital expansion accelerated from the mid-2000s, launching adelaidenow.com.au as a 24/7 platform that evolved The Advertiser from a traditional broadsheet into a multimedia outlet with video, podcasts, and interactive features, earning international awards for digital innovation. Readership metrics reflected this evolution: total print and digital audience reached 1.7 million in the 12 months to March 2024, achieving the highest annual growth rate among major Australian newspapers per Roy Morgan research, driven by hybrid subscription models amid declining standalone print figures (e.g., daily paid print circulation fell to 97,173 by June 2019). These developments positioned The Advertiser as South Australia's leading news source, with synergies from News Corp's broader portfolio—spanning over 100 titles nationally—supporting sustained market penetration despite industry-wide print challenges.

Corporate Ownership and Editorial Framework

Acquisition by the Murdoch Family

In 1929, The Advertiser was acquired by a syndicate led by , managing director of the Melbourne Herald, in partnership with figures including Theodore Fink, W.L. Baillieu, and the Herald itself, purchasing it from Sir Langdon Bonython for an undisclosed sum amid efforts to consolidate Adelaide's newspaper market. This marked the initial involvement of the in the newspaper's ownership, though the syndicate structure limited direct control, with Murdoch's influence waning by the early 1930s as competing interests asserted themselves. Following 's death in 1952, his son Rupert inherited News Limited, which controlled rival Adelaide publications like The News, but The Advertiser remained under the broader (HWT) umbrella, prompting Rupert's unsuccessful £14 million bid for full control in 1959. Rupert Murdoch's achieved dominant ownership of The Advertiser in January through a A$1.5 billion of HWT, Australia's then-largest group, securing approximately 85% of its shares after a contentious bidding war with rival bidder . The deal, backed by strategic share swaps and debt financing, integrated The Advertiser fully into News Corp's portfolio, ending decades of shared or partial control and enabling unified operations with Murdoch's existing titles. This acquisition solidified News Corp's monopoly on 's major dailies, with The Advertiser as the flagship morning , though it later shifted to tabloid format in 1997 under Murdoch's direction. The move drew regulatory scrutiny in over media concentration but proceeded, reflecting Murdoch's pattern of aggressive expansion to dominate local markets.

Integration into News Corp Australia

In 1987, News Corporation's Australian arm, News Limited, gained control of The Advertiser through its acquisition of (HWT), which held a in Advertiser Newspapers Limited, the paper's publisher. The deal, announced in December 1986 and completed the following year, valued HWT at approximately A$3 billion and integrated The Advertiser—previously a under HWT ownership since 1929—into News Limited's expanding portfolio of metropolitan dailies. This move consolidated Murdoch's dominance in Australian print media, enabling resource sharing in printing, distribution, and content syndication across titles like and . Under News Limited, The Advertiser underwent operational enhancements, including modernization of its Adelaide printing facilities and alignment with corporate editorial frameworks emphasizing investigative reporting and conservative-leaning commentary, consistent with the Murdoch group's standards. By the early 1990s, it had shifted to a compact tabloid format in 1993, reflecting efficiencies from group-wide production strategies, while retaining its position as South Australia's primary morning daily with a circulation exceeding 200,000 copies on weekdays by the mid-2000s. Integration facilitated cross-promotion and shared digital infrastructure, culminating in the launch of adelaidenow.com.au in the early 2000s as part of News Limited's pivot to online delivery. In June 2013, amid 's global split into a publishing-focused entity (retaining the News Corp name) and an entertainment arm (), rebranded as to reflect its role as the subsidiary overseeing Australian newspaper operations. The Advertiser was fully incorporated into this structure, benefiting from centralized newsroom technologies, data analytics, and revenue-sharing models across 's 170+ titles, which account for nearly three-quarters of Australia's metropolitan newspaper circulation. This era saw deepened synergies, such as unified systems via subscription platforms and collaborative coverage of national stories, though local content remained prioritized. Recent organizational changes underscore ongoing integration: in May 2024, restructured into divisions including State and Community Mastheads, placing The Advertiser alongside titles like and Courier-Mail under a unified to streamline costs amid declining print ad revenue and rising digital investments. These adjustments, involving job cuts and editorial consolidations, align The Advertiser with group-wide efficiencies, including shared printing at its King William Street facility in , while preserving its role in regional news dissemination.

Editorial Policies and Journalistic Standards

The Advertiser adheres to journalistic standards that prioritize accuracy, fairness, and the prompt correction of errors in its reporting and commentary. The publication explicitly commits to "accurate, and fearless" coverage, with mechanisms in place for readers to report inaccuracies via or phone, ensuring corrections are issued as needed. This aligns with its obligation under the Australian Press Council's Statements of Principles, which require factual material to be accurate, not misleading, and distinctly separated from , , or other non-factual content. Breaches of these standards, including failures to distinguish facts from views, are to be avoided, with editors responsible for verifying information before . As part of , The Advertiser operates under the company's Editorial Professional Conduct , which mandates that editorial staff maintain , fairness, and in their work. The permits the inclusion of comment, conjecture, or opinion within news reports to illustrate specific points, provided it does not distort facts—a practice that has faced scrutiny for potentially blurring the line between reporting and advocacy, in tension with Press Council guidelines emphasizing clear separation. Additional guidelines cover ethical handling of sources, such as attributing information reliably and obtaining consent for images from , while prohibiting undisclosed conflicts of interest or fabrication. The outlet's policies also address , , and , prohibiting gratuitous personal detail that intrudes on unless justified by overriding considerations, and avoiding material that discriminates or vilifies based on protected characteristics like race, , or . Complaints about potential violations are handled internally first, with options for escalation to the Australian Press Council, which adjudicates on adherence to these principles independently of or commercial influence. In practice, these standards support investigative work but have been tested in disputes, such as coverage tensions with cultural events where access and criticism intersected with claims.

Circulation and Market Reach

Historical Print Circulation Figures

The print circulation of The Advertiser reached approximately 220,000 copies daily in the 1980s, reflecting its dominant position as Adelaide's primary newspaper during that period. By the early 2010s, average daily paid circulation had declined to 184,000 copies, amid broader industry trends driven by digital competition and shifting reader habits. Further erosion occurred in the mid-2010s, with Audit Bureau of Circulations (ABC) data reporting an average of 159,000 daily paid copies for the year ended March 31, 2014. Circulation continued to fall, dropping below 100,000 daily sales by fiscal 2019, as documented in News Corp's annual reporting, signaling the accelerating shift away from print formats across Australian metropolitan dailies.
Period/YearAverage Daily Paid Print CirculationSource
1980s~220,000 academic publication
2011184,000ABC News media inquiry submission
2014159,000 SEC 10-K filing
2019<100,000InDaily analysis of annual report
These figures, primarily drawn from audited data and corporate disclosures, underscore a consistent downward trajectory, with no evidence of recovery in print volumes post-2010. Historical accounts indicate even higher peaks exceeding 200,000 copies in earlier decades under News Limited ownership, though precise audited metrics from pre-1980s periods are less readily available in . The Advertiser's print circulation has followed the broader decline in Australian newspaper physical sales, driven by shifting consumer preferences toward digital platforms and reduced advertising support for print formats. News Corp's fiscal year 2025 reporting notes ongoing print volume reductions across its Australian mastheads, including The Advertiser, partially offset by price adjustments but contributing to a 4% drop in Australian subscription revenues to $895 million USD. Paid print and digital subscribers for The Advertiser specifically totaled 106,696 as of June 30, 2025, reflecting modest stabilization after a drop to approximately 103,500 by June 2023 amid aggressive subscription targets that proved challenging for tabloid titles. Digital readership has expanded, supporting combined cross-platform metrics that demonstrate resilience. Roy Morgan Research data for the 12 months ending June 2025 reports The Advertiser reaching over 1.7 million print or digital readers, with sustained growth attributed to enhanced online engagement and integration of digital content. This figure aligns with earlier 2024 Roy Morgan results showing 1.7 million readers and the highest annual growth among major Australian mastheads, underscoring digital's role in audience retention. Monthly digital and print audience for The Advertiser stood at 2.2 million per Roy Morgan metrics from April 2024 to March 2025, exceeding South Australia's adult population penetration of 45%. At the corporate level, Australia's news mastheads, including The Advertiser, reported 993,000 digital closing subscribers as of June 2025, part of a broader transition where digital circulation revenues comprised 74% of total circulation income, up from 71% the prior year. This shift reflects investments in paywalls, behavioral data for subscriber acquisition, and bundled digital offerings, though tabloid metros like The Advertiser continue facing subscriber churn from free digital alternatives and economic pressures. Combined readership trends thus indicate digital growth mitigating print losses, with Roy Morgan's single-source providing a credible benchmark for unduplicated across formats.

Content Characteristics and Operations

Format, Sections, and Daily Coverage

The Advertiser is published in tabloid format, a change implemented on September 8, 1997, from its original design that dated back to its founding in 1858. This compact size facilitates easier handling and aligns with modern printing efficiencies while maintaining comprehensive content delivery. The newspaper appears as a Monday through Saturday, with the separate Sunday Mail serving the weekend slot. Its print run emphasizes local relevance, printed in for distribution across . Key sections include front-page breaking news, dedicated South Australia coverage for regional stories, sports with heavy emphasis on Australian Football League (AFL) and other local competitions, SA Business for economic updates, entertainment, and lifestyle features. Additional components feature classifieds, jobs listings, and opinion pieces, often with editorials reflecting a conservative perspective. Liftouts and supplements, such as magazines or specialized inserts, appear periodically to expand on topics like real estate or entertainment, accessible in both print and digital replicas. Daily coverage prioritizes empirical local reporting on , , , and events in and surrounding areas, supplemented by national and international wires where relevant to South Australian interests. Sports sections dominate, providing results, analysis, and previews, particularly for AFL matches involving Adelaide teams like and Power. Business content tracks state economy, energy sectors, and employment trends, while highlights local arts, music, and television. The digital print edition mirrors this structure, enabling searchable access to full pages, including advertisements and visuals, updated each weekday. This format ensures a blend of timely hard news and feature-driven content tailored to regional readership patterns.

Investigative Reporting and Key Features

The Advertiser has maintained a strong emphasis on , particularly in areas of , , and public accountability in , with dedicated reporters uncovering long-standing cases and systemic issues. Chief court reporter Sean Fewster has specialized in and justice coverage for over two decades, contributing to exposés on and judicial proceedings. Investigations editor Andrew Hough leads efforts on major South Australian issues, including probes into public sector misconduct and criminal networks. Notable examples include a two-year investigation into the unsolved 1989 of schoolgirl Rose Bartolo, detailed in the 2023 true crime podcast Dying Rose, which revealed new leads and forensic insights previously overlooked by authorities. The newspaper's team exposed connections in , such as linking hitmen to a 1990s bombing through leaked documents analyzed in its Crime in Focus series. Other reporting has targeted local scandals, including a months-long probe into an underground involving vulnerable working-class participants, highlighting recruitment tactics and factors. This work has earned recognition through industry awards, with The Advertiser named Australia's best newsroom at the 2025 News Awards, including top honors for news brand excellence tied to investigative depth. At the 2024 SA Press Club Awards, its journalists secured the Gold award and multiple category wins for reporting on complex crimes and public inquiries. Historical figures like Stewart Cockburn received Walkley Awards for crusading exposés on institutional failures during his tenure. Early career work by Adele Ferguson at the paper laid groundwork for national banking scandals, demonstrating the outlet's role in launching impactful probes. Key features complement this focus with specialized sections like True Crime Australia, which serializes in-depth case files and witness accounts, and Crime in Focus for ongoing regional threats. The Special Features platform hosts targeted series on cost-of-living impacts, health crises, and environmental risks, often drawing from original data and stakeholder interviews. Local news curation divides coverage into geographic hubs—such as North, South, and West Adelaide—to amplify community-specific investigations, ensuring granular accountability on issues like clusters or elder care lapses. These elements integrate print and digital formats, with podcasts and multimedia extending reach beyond traditional reporting.

Key Personnel and Contributions

Prominent Editors and Journalists

Reverend John Henry Barrow served as the founding editor of The Advertiser upon its establishment on July 12, 1858, initially titled The South Australian Advertiser, where he managed and published content focused on colonial news and advertisements. John Bonython edited the newspaper for 45 years beginning in 1879, during which he expanded its influence and assumed sole proprietorship in 1893, emphasizing conservative values and local advocacy that solidified its role in South Australian public discourse. Lloyd Dumas, appointed managing editor in the early 20th century, directed editorial priorities toward enhancing coverage of arts and culture, a shift credited with elevating South Australia's cultural journalism standards for decades. Des Colquhoun advanced to editor in , notable as one of the few major Australian newspaper editors at the time without a formal university degree, overseeing operations amid growing competition from television news. Matt Deighton assumed the editorship in September 2017, succeeding prior leadership and steering the publication through while maintaining focus on local and state issues. Among journalists, Helen Caterer gained prominence in the 1960s for her reporting on social and women's issues, becoming one of Adelaide's leading female voices in print media despite internal grading limitations that capped her at C-level status. Paul Starick has covered South Australian politics extensively since the early , contributing in-depth analysis of state elections and policy debates that have informed public understanding of regional governance.

Influential Columnists

Max Fatchen, who joined The Advertiser in 1955 after beginning his career at The News, became one of South Australia's most enduring columnists, contributing regularly until well into his later years and holding the record for the longest continuous output in journalism. His columns blended wit, poetry, and commentary on local life, earning him widespread affection as a wordsmith who covered major events like royal visits and political shifts while maintaining a folksy, accessible style. Des Colquhoun emerged as a prominent daily front-page in the 1970s and 1980s, following his tenure as from 1970 to 1978 and general manager of the newspaper division until 1980. His work, compiled in the 1985 collection The Best of Colquhoun published by Advertiser Newspapers, reflected a career marked by international postings and editorial leadership, culminating in public recognition as South Australia's most admired figure in the 1980s. Rex Jory, a with over 60 years in journalism starting as a copy boy under , served as associate editor and deputy editor of The Advertiser while maintaining a regular column until his retirement around 2023, authoring an estimated five million words. His pieces often drew on personal experiences, including family tragedies and industry insights, influencing local discourse on politics and society. Amanda Blair has contributed opinion columns to The Advertiser for more than 20 years, leveraging her background as a radio host to offer pointed commentary on social issues like trends and . Her work, characterized by direct challenges to prevailing narratives, continues to engage readers on contemporary debates in .

Political Stance and Influence

Assessments of Editorial Bias

The Advertiser, owned by since 2006, exhibits a right-leaning editorial bias characterized by story selection favoring conservative policies, use of loaded emotional language, and promotion of viewpoints aligned with economic and . classifies it as right-biased, citing examples such as opinion pieces by columnist decrying "Ten reasons the Left are morons" and headlines emphasizing migrant labor for rural jobs shunned by locals, which reflect a pro-market, anti-progressive framing. This aligns with broader patterns in publications, where empirical analysis of article content post-2016 mergers shows a measurable conservative shift in slant for existing outlets, measured via linguistic indicators of ideological positioning across 30 million articles. In electoral contexts, the newspaper has endorsed conservative coalitions, such as supporting Malcolm Turnbull's Liberal-National government in the federal election, consistent with News Corp's pattern of backing right-of-center parties to advance and fiscal restraint. Such positions draw criticism from left-leaning observers for systemic favoritism toward narratives, including disproportionate coverage skeptical of progressive initiatives like mandates or Indigenous policy reforms. However, its factual reporting is rated mixed due to reliance on unverified sources in sensationalist and stories, which prioritize tabloid appeal over rigorous verification, potentially amplifying conservative cultural grievances without balanced counter-evidence. Assessments from pro- advocacy groups, such as the Australian Friends of Palestine Association, highlight perceived pro-Israel in conflict coverage, accusing the paper of framing actions as unmitigated aggression while downplaying Israeli operations, though these claims stem from advocacy perspectives rather than neutral audits. Local reader forums and commentators often describe it as "right-wing conservative" in political approach, emphasizing its tabloid format's focus on crime and economic over global or intellectual discourse. Overall, while not uniformly extreme, the manifests causally through corporate ownership incentives to cultivate a readership base supportive of market-oriented , distinct from the left-leaning tendencies observed in publicly funded outlets like the ABC.

Election Endorsements and Voter Impact

The Advertiser has historically provided editorial endorsements in Australian federal elections, reflecting its affiliation with , whose publications often favor conservative positions. In the 2022 federal election, it endorsed the , citing concerns over Labor's economic policies and emphasizing the need for continuity in South Australian family priorities amid cost-of-living pressures. This aligned with broader patterns, where outlets like and similarly backed the across multiple cycles. Exceptions occur; ahead of the 2010 federal election, The Advertiser urged voters to grant Julia Gillard's Labor government a second term, arguing that Opposition Leader had improved but lacked a sufficiently compelling alternative despite critiques. For South Australian state elections, explicit party endorsements are rarer and less documented in , with coverage focusing instead on and assessments rather than outright partisan calls, as seen in the 2018 and 2022 contests where Labor secured landslides despite the paper's critical reporting on incumbent governments. The newspaper's endorsements and election coverage exert influence through agenda-setting in South Australia, where it holds substantial print and digital readership among older, regional, and conservative demographics, potentially reinforcing partisan leanings rather than converting undecided voters. However, empirical studies on media effects in Australian elections indicate limited causal impact from newspaper editorials alone, with television, social media, and direct campaigning exerting greater sway; for instance, News Corp papers' consistent Coalition support has not prevented Labor victories in SA state polls. Quantifiable voter shifts attributable to The Advertiser remain undocumented, amid critiques of its right-leaning bias potentially amplifying echo chambers but not decisively altering outcomes in diverse electorates.

Digitization and Archival Preservation

Efforts in Digitizing Historical Issues

The historical issues of The Advertiser have been digitized as part of the Australian Newspapers Digitisation Program (ANDP), a collaborative initiative led by the (NLA) in partnership with state and territory libraries, focusing on newspapers published between 1803 and 1954 to respect limitations. This program sourced microfilm holdings from institutions such as the State Library of South Australia, which preserves physical and copies of the , and converted them into searchable digital formats using scanning and (OCR) processes. Through the NLA's platform, issues of The Advertiser from 1889 to 1931 are fully , encompassing thousands of pages that include advertisements, news reports, and editorials from the 's early tabloid phase under various publishers. A continuation series covers 1931 to 1954, providing access to over 20 years of content during the era, with enabling keyword searches across OCR-extracted text despite potential inaccuracies from faded print or complex layouts. These efforts, which began in earnest around and expanded to millions of pages by the mid-2010s, prioritize preservation of over commercial interests, as post-1954 issues remain restricted due to active copyrights held by . While offers searchable digital replicas of recent print editions through its platforms, historical has not involved direct publisher-led projects, relying instead on public funding and institutional microfilm collections to ensure broad accessibility without paywalls. Ongoing additions, such as selective releases from onward where permissions allow, continue to extend coverage, though completeness varies by year and issue availability in archives. This approach underscores a causal emphasis on empirical preservation, where mitigates physical degradation of newsprint while enabling into South Australian history, though users must verify OCR errors against originals held in state libraries.

Accessibility of Online Archives

The online archives of The Advertiser provide varying levels of public access, with historical issues from 1889 to 1954 digitized and freely available through the of Australia's platform as part of the Australian Newspapers Digitization Program. This includes searchable full-text and page images for the periods 1889–1931 and 1931–1954, enabling researchers to view original layouts without subscription fees. More recent editions, particularly from the late 20th century onward, are accessible primarily through paywalled services or institutional databases. The newspaper's official website offers digital print replicas and a searchable archive of recent issues, including liftouts and magazines, but requires a subscription for full viewing and download capabilities; past editions beyond the immediate recent period are not comprehensively open. Commercial aggregators expand options for mid-20th-century and later content, such as Newspapers.com, which indexes over 376,000 pages from The Advertiser for keyword searches, though retrieval of articles incurs costs via subscription or per-page fees. OldNews.com similarly hosts scanned historical editions starting from 1889, totaling around 312,000 pages, with access limited to paid users. Institutional resources like the State Library of South Australia provide supplementary online access to select recent Advertiser content via NewsBank, available to library members or on-site visitors, but historical depth remains tied to or physical/ collections. Gaps persist in digitization for post-1954 issues not covered by these platforms, necessitating hybrid approaches combining digital searches with library consultations for complete .

Controversies and Criticisms

Disputes Over Arts and Cultural Coverage

In February 2023, The Advertiser ceased its official review coverage of the Fringe Festival following the festival's decision not to purchase advertising space in the newspaper, marking a breakdown in their longstanding partnership. Festival organizers reported that the paper had withdrawn journalists from the accreditation program for review tickets and halted promotional support, while The Advertiser's editor, , stated the outlet could no longer collaborate "in the current climate" and would instead source tickets independently for any selected coverage. This move effectively amounted to a of structured Fringe reviewing, depriving hundreds of independent artists of the paper's star ratings and quotes typically used in marketing materials. The dispute drew criticism from arts professionals, who argued it undermined the festival's visibility and the role of independent journalism in cultural events, potentially setting a precedent where commercial dictates critical coverage. Fringe artists expressed fears that the lack of Advertiser reviews—historically a key promotional tool—would reduce audience turnout and limit substantive feedback, exacerbating challenges for emerging performers reliant on the state's dominant media outlet. By April 2023, The Advertiser briefly resumed some coverage, focusing on artists voicing grievances against the Fringe itself, though the overall rift persisted without formal resolution. Broader concerns over The Advertiser's and cultural reporting intensified in subsequent years, as the paper discontinued dedicated reviews altogether, notifying long-serving critics via that it would cease publishing such content amid staff reductions. This shift contributed to a reported erosion of professional in , with observers noting the absence of in-depth for , and , leaving a vacuum filled by less specialized or independent outlets. Critics attributed the change to cost-cutting by parent company , arguing it diminished accountability for publicly funded cultural institutions and reduced nuanced public discourse on South Australia's vibrant festival scene. Earlier instances, such as limited of allegations surrounding a Rocky Horror Picture Show production, highlighted patterns where cultural stories received promotional rather than investigative treatment, prioritizing "arts fluff" over rigorous reporting.

Allegations of Political Bias and Factual Reporting

The Advertiser has been accused of right-wing bias, with critics pointing to its ownership by —a conglomerate founded by the —as a primary influence on slant toward conservative , including support for the Liberal Party. Independent media evaluators describe this bias as manifesting through selective story emphasis on issues like restrictions and economic , alongside loaded phrasing in opinion pieces that derogate left-leaning policies. For instance, columns such as those by have employed terms framing progressive ideologies in dismissive terms, contributing to perceptions of ideological favoritism. Public complaints, particularly from residents, allege the newspaper prioritizes sensationalist content over comprehensive coverage, exacerbating its perceived unreliability and right-leaning tilt; online discussions highlight instances where political events were reportedly misrepresented to align with conservative narratives. These claims align with broader critiques of outlets in , where data from election coverage analyses show disproportionate positive framing of (conservative) figures compared to Labor opponents. However, such assessments often originate from left-leaning outlets or publicly funded broadcasters like the ABC, which themselves face counter-allegations of systemic progressive , potentially inflating perceptions of the Advertiser's relative to the Australian media field's overall dynamics. On factual reporting, the Advertiser receives mixed evaluations due to reliance on sources from fellow News Corp titles like The Daily Telegraph, which have their own records of sourcing inconsistencies, rather than primary verification or diverse outlets. While no high-profile fact-check failures or retractions specific to systemic errors were documented in recent analyses, isolated cases of inaccuracies have prompted corrections, such as a 2022 report on radio host Ali Clarke containing multiple factual errors about her professional background, which she publicly contested on air. Detractors argue this reflects a pattern where editorial alignment supersedes rigorous , leading to emotive language that blends with ; proponents counter that such issues are not unique to the Advertiser and occur amid competitive tabloid pressures, with the paper maintaining corrections policies compliant with Australian Press Council standards.

Achievements and Recent Developments

Major Awards and Recognitions

In 2023, The Advertiser's investigative Dying Rose, which examined systemic shortcomings in police investigations of Indigenous women's deaths in , won the Walkley Award for Audio Long at the 68th annual ceremony, marking the newspaper's first such national honor in 13 years. The series, produced by a team including reporters from the newsroom, also secured the Best Crime Podcast category at the Radio Today Podcast Awards in 2024. At the 2025 national News Awards, The Advertiser claimed three major categories, including Best News Brand, recognizing it as the country's top newsroom for investigative depth and audience engagement amid digital shifts. In the 2025 South Australian Media Awards, organized by the Media, Entertainment and Arts Alliance, The Advertiser staff secured multiple victories, such as the Max Fatchen Award for Best Young Journalist awarded to McMillan and the News Report category for Luke Williams and Emma Brasier's work on 'Millions Missing: The Cost of No Accountability in Davenport'. The outlet's documentary While I Was Sleeping, focusing on road safety and personal tragedy, contributed to these successes and later won recognition at the International News Media Association Global Media Awards for innovative storytelling. The 2024 South Australian Press Club Awards saw The Advertiser dominate with the Gold Award for Sean Fewster, , and Kathryn Bermingham's reporting, alongside crowns for best newsroom overall and wins in four categories, underscoring consistent excellence in print and . Earlier accolades include rural honors for reporter Paula Thompson at the 2019 Rural Media & Communicators Awards.

Contemporary Milestones and Adaptations

In response to declining amid the rise of , The Advertiser expanded its online platform at adelaidenow.com.au, offering real-time updates, content including videos, and interactive features to maintain audience engagement. This aligns with broader industry shifts toward digital-first strategies, enabling the to deliver breaking stories on local issues such as South Australian , , and without reliance on daily print deadlines. The newspaper introduced a dedicated digital print edition service, allowing subscribers to access exact replicas of the printed paper, including liftouts and magazines, via computers, tablets, or smartphones, thereby preserving the traditional reading experience in a digital . Complementing this, a mobile app provides push notifications for urgent developments and personalized feeds, downloaded by users seeking portable access to Adelaide-focused . A notable contemporary milestone was the hosting of The Advertiser Bush Summit 2025 on August 21–22 in , an annual event convened to address pressing regional challenges in , including algal blooms in waterways, drought resilience in farming, and infrastructure needs for rural communities. Featuring panels with government officials, industry experts, and Premier , the summit highlighted neglect of regional areas as a "social tragedy" and aimed to influence policy agendas through direct stakeholder , demonstrating the publication's role in facilitating public discourse beyond traditional reporting. This initiative represents an adaptation toward experiential journalism, fostering live events to build community ties and diversify revenue streams in a competitive media landscape.

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