The business model of traditional media continues to crumble. Media consumers are using free of charge information offered by online news portals and social networks. Advertisers follow the movement of the audience. These processes strongly affect journalism. One aspect of a crisis of journalism is a crisis of its traditional business model. Do we, in our concern for survival of traditional media’s business model, forget that we should pay an equal care for preserving the purpose of journalism itself – to act in the public interest? Since different interpretations of the same facts are increasingly present, the question is whether it is possible to determine what is objective and does the public still looking for objectivity from journalists? This alleged drift from objectivity towards subjectivity in journalism is driven by social media and the increasingly personalized way in which people consume news. Have we reached the edge from where only way forward is to re-think role and nature of journalism?