The article argues that, in contemporary journalism, the boundaries between lifestyle journalism and cultural journalism are blurring. The discussions of the article are based in comprehensive empirical studies, more specifically a content analysis of the coverage of lifestyle, culture
and consumption in the Danish printed press during the twentieth century and the first decade of the twenty-first; and secondly, interviews with Danish cultural journalists and editors. The studies reveal that the coverage of lifestyle is expanding and that culture, lifestyle and consumption
are today contiguous—sometimes even inseparable—subject matters, which even for journalists are difficult to separate. The findings are interpreted in the light of especially Jansson's approach to mediatization of consumption as an expression of more general socio- and media cultural
transformations of society.