David Verran of the research centre notes: "As the title suggests the magazine focussed on sport, particularly horse racing, boxing, cricket and rugby, as well as on reports of stage performances and later also the motion picture industry. It was aimed more at men and generally those with a reasonable income, but included social pages for those who could afford to run a car. In the nineteenth and early twentieth century it was also an industry magazine for the liquor trade, and more likely available in hotel bars for patrons to read. Those issues include profiles of publicans, details of particular hotels and contact details for "turf accountants", otherwise known as bookmakers. It used good quality paper and was thus able to produce splendid glossy pictures for readers. It ceased during World War Two, and wasn't revived. Reproduction of: Auckland : Arthur Cleave and Company, 1890-1942".