This paper aim to study the possible conflict between the principles of journalism(professionalism) and the principles of market forces (managerialism), but also if the statefunded press subsidy maintain its goals on maintaining a diverse market that improves ourdemocracy, and if journalists are affected by a political movement that want to downsizepublic service and press subsidy. To investigate this, four interviews were conducted withfour journalists: two working in commercial media and two working in public service and theanswers they gave were analysed through the lens of professionalism and managerialism. Theresults indicate that the interviewed journalists have a strong professional identity that mayhave been strengthen by markets forces to maintain an upper hand against other actors onsocial media, but also that the role of journalism has changed over time because of theinfluence from principles of managerialism. In other words: a conflict exists. Furthermore,they make a difference between diversity and diversity that benefits democracy. On aninstitutional level there seems to be an awareness that both press subsidy and public servicecan be an important electoral issue and the answer to that is to do their job well so thatpolitical movements can’t question their legitimacy.