- FAMILY NEWSPAPER - To publish a quality LOCAL newspaper suitable for all members of the family.
- REALLY LOCAL - To provide a truly LOCAL and reliable news coverage presented in a succinct, interesting and bright style.
- SERVICE TO COMMUNITY - The Downs Mail is proud of the service it provides to its community of readers. It serves one of the most beautiful areas of Kent - and will campaign to preserve and improve the area.
- PROMOTING BUSINESS - The Downs Mail is totally dependent on the confidence of advertisers in our publication and works to promote the commercial life throughout the distribution area.