The paper was founded in 1846 by publishers John D. Logan and Thomas Sterne of Van Buren, Arkansas, as a weekly publication named the Texan Advocate. The two men had previously founded the Frontier Whig two years earlier, and like the Whig, the Advocate was associated with the Whig Party during its initial stages. After the publication was renamed the Texian Advocate, ownership changed hands several times during the 1850s. In 1859, it was bought by Sam Addison White, who renamed the paper The Victoria Advocate. Morris Roberts and a number of leading citizens purchased the paper in October 1942. In April 1961, Roberts purchased all stock and became sole owner of the Advocate. Today the Advocate is part of a larger media company named M. Roberts Media and it is still owned by members of Morris Roberts family. Chris Cobler currently serves as Publisher.