'New Adelaide' was the name given to a section of the west end of the city in the early decades of the twentieth century. Specifically this was the area  around Victoria Square and Gouger Street which included the Central Market and various stores and theatres. New Adelaide news was published by Lance Thomson on behalf of the Central Traders Association - the body representing the shopkeepers and stallholders of New Adelaide. As well as covering a unique inner city district in detail, the newspaper covered a range of issues that arose immediately following the First World War. Prohibition, profiteering, the basic wage and the Spanish Influenza epidemic in particular, received much comment in the newspaper. In specifically local news, tram complaints, the West Adelaide Football Club and matters relating to the Central Market and surrounding stores, were well covered. The News claimed to be the city's only free newspaper. Free delivery occurred in "certain parts of the city ... and in some western suburban areas," but not always everywhere every week. The newspaper suggested that the best way to ensure receipt of a copy was to subscribe and have the newspaper posted for 5 shillings per year. (29 August 1919, p. 5)

Central Traders Association A main aim of the newspaper was to promote the shopkeepers and stallholders in this part of the city. This included the Central Market and the two large department stores - Peoplestores and Charles Moore & Co., as well as the smaller shops and cinemas. The Central Traders Association was the publisher of the News. A photo of the members appears in 1920. (1 April 1920, p. 5)

Editorial Content A lot of editorial fervour was put into promoting the West End and refuting comments about the notoriety of the district.

Frequently in reports in the daily papers, especially from the courts, accused persons are reported as living in the West End ... (15 January 1920, p. 4)

Prohibition (legislated control of alcohol consumption) was discussed in an early editorial. (4 April 1919, p. 4) Profiteering during the First World War recieved a lot of comment. (2 January 1920, p. 4) The decision to increase the basic wage brought editorial complaint in 1920. (17 December 1920, p. 4) The News was in favour of immigration (7 January 1921, p. 4), but strikes were described as a "brutal, out-of-date industrial weapon." (14 January 1921, p. 4) The city trams were a favourite editorial topic, usually with complaints about the crowding and the time tables. The increase in fares for Sundays and Public Holidays was discussed in 1919. (19 September 1919, p. 4) There was also disgust at the Parklands being intersected by tramlines. (19 September 1919, p. 1)

Central Market There were many references in the News to the market and the stallholders. A history of the beginnings of the market in the 1860s by one of the stallholders, J. Clark, was published in 1920. (17 September 1920, p. 5) Complaints about the market rents going up were made later that year, (3 December 1920, p. 5) and a deputation to the Lord Mayor requested better toilets, and stricter inspection of the perishable produce. (10 December 1920, p. 4) The seedling stall of H.S. Tucker of Torrensville Nursery was mentioned, with a photo of his shop, (1 April 1921, p. 3) and a gardening column. (14 March 1919, p. 2)

Department stores Prominent advertisements for these stores frequently appeared. A long article published in early 1920 included photographs of some of the shops. (5 March 1920, p. 7, 9) The newspaper gave an insight into the staffing conditions of the large department stores, through references to staff and their activities. For example, Moore's Pierrot performers raised money for the Children's Hospital (19 March 1920, p. 5) and in 1920 Father Christmas arrived by aeroplane on Moore's rooftop garden, drawing huge crowds. There were 2,000 on the roof, and over 6,000 below in Victoria Square. (24 December 1920, p. 5)

Spanish influenza epidemic The 1919 'Black flu' epidemic is referred to often in the newspaper. 'Gwendoline' in her 'Woman's page,' suggests women could wear veils over the recommended face masks. (28 March 1919, p. 8) The newspaper condemned the authorities, and especially Dr Ramsay Smith, as 'incompetent' in their handling of the epidemic. (9 May 1919, p. 4) There is a sad report of a young man shooting himself at the quarantine hospital in the Exhibition Building, after his wife died of the illness. (30 May 1919, p. 2)

Woman's page For the first four months of its life, the 'Woman's page' in the News was written by 'Gwendoline.' She took a world-weary, slightly cynical tone, even joking about aspects of the precautions in place for the Spanish Influenza epidemic. She remarked on an attempt to bring black underwear back into fashion, "I thought when soap got down to normal price again that fashion went ..." (6 June 1919, p. 10) In 1920 the woman's page was revived, but written anonymously and without Gwendoline's unique style.

Sport The newspaper included a sports page. This was mostly devoted to horse racing, but football came a close second. The page also included reports of the tennis and cricket teams formed by employees of the various businesses in New Adelaide. By 1920 the 'Association' included teams from the local police, Holden and Frost's factory, the Democratic Club and the business of Walter and Morris. (15 October 1920, p.7) Peoplestores had a cricket team of their own, (4 February 1921, p. 5) and Moore's held an annual dog show in their roof garden. (28 May 1920, p. 4) The West Adelaide Football Club is often mentioned, mostly in connection with club disputes. (4 April 1919, p. 4) A letter to the editor queried local M.P. Bert Edwards, intervening in the club's problems. (30 May 1919, p. 1)

Photographs The newspaper included photographs in advertisements, as well as group photographs of the Traders' Association. A view of the opening of W.H. Bruce's meat stores in Grote Street was published in 1919. (22 August 1919, p. 5) In 1920, two pages of photos were printed depicting local businesses including Charles Moore & Co.,' Peoplestores and the Central Market. (5 March 1920, p. 7, 9)

Cartoons Cartoons by Hal Gye, of the Sydney Bulletin (and of C.J. Dennis poem fame), appear from 1921.

'Bert' Edwards References to the West End boy who rose to become the local Member of Parliament appear from time to time in the News. His engagement to Nora Molloy is reported in the first issue. (14 March 1919, p. 5)

Publishing The New Adelaide news was printed and published by Lance Thomson. The last issue appeared on 1 April 1921, after which it was taken over by E.J. McAlister and merged with his Adelaide news, to become West Adelaide news.