Popular Publications Pty. Ltd. was housed at 223-225 Moray St., South Melbourne.
Self promotional literature included in the back of their novels appealed to readers' and booksellers' patriotism. This from Digger Tourists (their caps): "Popular Publications...deserve your patronage, as they publish the BEST BOOKS written by AUSTRALIANS, printed and bound in AUSTRALIA, by AUSTRALIANS, on AUSTRALIAN paper for AUSTRALIAN readers, the profit (if any) remains in AUSTRALIA."
Popular Publications' claim was that demand could be guaranteed as manuscripts were read by committee with only the most popular being published. Further, it was asserted that "by this method there is no doubt of the quality".