This important warning on journalism was published in anthology honoring the legendary editorial writer Nils-Eric Sandberg. Hans Bergström, his chief editor, wrote his contribution as a strong criticism of the tendency not any more to appoint true publicists as editorial leaders. Journalists become reduced to “content providers”, and editors to business leaders. The commercial perspective goes hand in hand with a superficial view of “news”. Both discard the need for intellectual reflection in editorial staffs and a higher purpose. The essay shows evidence of this trend, but also discusses the reasons for it.