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Abstract
The current recession of the printed press highlights the role of the state in relations to the media. This article analyses the public opinion on the Swedish press support – one of the oldest and most extensive press subsidy systems. Building on theories concerning the factors shaping public opinion in political issues, the article shows that the press support has increasingly evolved into a non-issue with the Swedish populace. Two explanations appear paramount. Firstly, the recent transfer of several supported newspapers from party to private ownership has been accompanied by a demobilization of the public opinion on the support on the basis of party preference. Secondly, the decreasing consumption of newspapers in general has been followed by increasing levels of indifference concerning the support to struggling newspapers. The findings provide yet another indicator that the printed press is gradually losing its long-time position as one of the keystones of civil society.