More than 800 000 people take their own lives every year, this effects over five million people – family, friends and acquaintances. To report about this requires knowledge and careful consideration about how and what to write, therefore it is crucial to understand how journalists and news chiefs talk and think about their suicide reporting. And why they do or do not report about suicide. Therefore, four journalists and two news chiefs from two different newspapers have discussed 15 questions about their suicide reporting in group interviews at each editorial office. During these interviews it became clear that journalists and news chiefs discuss suicide reporting more often when a suicide actually happens, but seldom otherwise. This behaviour is more or less explainable in terms of social responsibility theory, news valuation theory and the theory of professionalism. Some conclusions drawn from this was that research in this area must continue and that media theories are insufficient when it comes to suicide reporting.