This chapter explores the empirical results of an interview study conducted with media workers with a Swedish background, which aimed at investigating, among other things. It shows how they conceived of and evaluated the contributions of ethnic minority media workers to newsroom work, diversity policies and implementation, and the institutional factors and professional routines that either hamper or promote the realization of these policies. The media plays several important roles in multi-ethnic societies. The Swedish daily print press market has managed to survive the competition from local radio in the 1980s and from morning television, free sheets and the Internet in the 1990s, and remains strong in international comparison. Media workers in both private and public service media acknowledged how both democratic and market values act as the driving forces of diversity work in their companies. A respondent working in public service sector did not acknowledge any own rating concerns, while admitting that these may be current among senior managers.