Writing for the audience or for public relations? How lifestyle editors perceive expectations about their professional role and manage potential for conflict

Lifestyle journalists work in a boundary area between journalistic and commercial interests. They report journalistically on lifestyle topics such as travel, food, or fashion, while also incorporating promotional content and public relations concerns, either because reporting on lifestyle topics would otherwise not be possible or because their publications depend economically on commercial partners. These differing demands could lead to role conflicts for the editors of lifestyle magazines. This study investigates how lifestyle editors perceive expectations regarding their professional role and whether diverging expectations lead to role conflicts. To answer these questions, qualitative semi-structured interviews were conducted with lifestyle editors from Germany. The results show that lifestyle editors aim primarily to entertain, spread positivity, and inspire their readers, while attempting to report independently and objectively. However, commercial expectations compromise these norms, leading to perceptions of role conflict.