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During the last decades business journalism has vastly increased its share of media coverage. Hvitfelt och Malmström (1990) states that media space devoted to business reporting have more than doubled since the mid 1980s. This fact alone is an important reason for studying the same. Hence this study, which is aimed explicitly at investigating how business press use and manage experts, in this case primarily equity analyst, in their reporting. Our purposes are the following: Examine to what extent media players use analyst in their business reporting. Examine how media players use analyst in their business reporting. Examine how the media player?s use of analysts has changed during the last 20 years. In light of relevant theory try to give some insights as to why the use of analysts has developed in the manner found. This is an explorative study where quantitative method is combined with qualitative elements. Our results show that the use of analyst has in fact increased dramatically since1985. Further, although analysts are very seldom to be regarded as impartial, this is their typical role in the business press. The importance and weight assigned to analyst by the business press have also increased during the studied period. We find several reasons behind this, two of the most important being shorter deadlines and a will increase credibility and legitimacy to the reporting by referring to experts, in this case analysts.