Du Bois believed children should be taught their racial identity and social situation. The name of the magazine is derived from the folkloric creatures brownies, who were said to complete household chores at night in exchange for food, alluding to African Americans being used as servants, but the term is used as signification in the "oppressive literary-historical context". Specifically, the creators wanted to "make colored children realize that being 'colored' is a normal beautiful thing". Another goal was to expand the canon of black children's literature, in which fiction and fantasy were rare, and to encourage youth participation in the NAACP. It also intended to develop The Talented Tenth, capable African Americans in the top decile who could become leaders in the black community. The seven goals stated in "The True Brownies" were: Each issue was published on good quality paper, the cover of each designed by prominent black artists. Its format and layout was similar to that of "The Crisis", and it contained little advertising. Illustrations and photographs complemented the varied content, which included poetry, literature, biographies of successful black people, music, games, plays, and current events. Biographies included those for Phillis Wheatley, the first published African-American woman, Bert Williams, a popular entertainer of the Vaudeville era, and Sojourner Truth, an abolitionist and women's rights activist that had been born into slavery. The advertising it did include promoted black children's literature not typically available in bookstores. Each issue cost 15 cents, with a yearly subscription costing . Common elements in each issue were the column "As the Crow Flies", written by Du Bois to relate current events to the children, an advice column by Fauset titled "The Judge", a reader's letters section named "The Jury", and "Little People of the Month" featuring photographs and the artistic and academic achievements of children submitted by its readers. Content generated by Du Bois would exhibit his "opposition to the social philosophy" of Booker T. Washington. His articles for "As the Crow Flies" were usually at "a level incredibly sophisticated for a children's magazine". The inaugural issue contained a photo of African-American children protesting violence against blacks by marching in the Silent Parade of 1917 in New York City. Fauset solicited submissions from many notable authors, particularly those in the Harlem Renaissance movement. Among notable authors to have material published in "The Brownies' Book" were Langston Hughes, Nella Larsen, Winifred Davidson, Effie Lee Newsome and Georgia Douglas Johnson.