The purpose of this study is to seek answers how editorial leaders reason around the journalistic balance between democracy and market, together with how they create involvement, attraction and increase the loyalty of the newspapers´ subscribers. The theoretical framework was constructed by using social constructionism, agenda setting theory, democracy perspective and commercialization. The scientific method used in this study has been qualitative interviews with editorial leader in four differents newspapers; Svenska Dagbladet, Folkbladet Västerbotten, Sundsvalls Tidning and Göteborgs-Posten. The study shows that the editorial leaders described the democratic mission as the most important in the journalistic assignment. But based on the answers by the respondents there were also tendencies to financial adaptions in the journalistic work in order maintain profitability. The analysis also shows that the quality in the journalistic content was crucial to get subscribers to stay.