This study seeks to determine the extent to which the Flemish press gives voice to gender and ethnic diversity. A total of 16 in-depth interviews with print journalists outlined five key arguments about diversity in the newsroom. Two of these view the portrayal of diversity as conceptually irrelevant or inconsistent with a notion of universal equality. The third argument defines diverse representation as an active search process that is part and parcel of a journalist’s mission. Two additional arguments blame the lack of diversity in news reporting on practical obstacles – professional practices that make it difficult to aim for a diverse source selection, or the less prominent role of women and ethnic minorities in society which leads to a less diverse set of news sources. This study seeks to find explanations in the news production process as to why gender and ethnic diversity in the news continues to be consistently scarce.