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In this study we have investigated how local journalists in Kalmar think when they choose their sources to interview. We have also studied several factors that can affect their choices of sources. We have interviewed eight news journalists from the two largest local news papers Barometern and Östran in Kalmar. The journalists were asked about the sources they often use as interview objects. They were supposed to tell about how they think when choosing sources and define which sources they commonly use. There are different factors that can affect the choices and we have narrowed them down to ethics, source critics, credibility, stress, hard production conditions, public and their own interest and if they consider themselves to be individualistic or controlled by the news desks. Furthermore the journalists were asked to characterize what changes they would make when choosing sources in a perfect world. All of the journalists had not reflected prominently on the subject of sources before our research. But most of them could perceive different views. Hence the study became essential for them as well as us. We found various perspectives very interesting. For instance the interviews showed that the journalists frequently use the same sources on account of the limitation of time and number of sources in Kalmar. There is a lack of using intimidating sources which opinions the journalists do not agree with. The personal network of sources is crucial to the reporter in finding important information and relevant interview objects. The reporters in our research are more individualistic than controlled by the news desks. However the news bosses may affect their choices of sources by telling them which sources are credible and worthy to fit in the news papers. Sometimes they even arrange interviews with sources. The journalists seek within themselves to find out what the readers may be interested in. But captivatingly they cannot know for sure what the public will appreciate to read.

Theses is divided in two parts. First part is theoretical. Second part is made by own research and describes results outgoing out of marketing research - by used questionaires.