The article discusses the origins, functions and future of one particular national regulatory regime, the Norwegian press subsidy system, and asks what the prospects are for this type of specific national policies? The press subsidies were introduced in 1969 with the rather vague intention of maintaining a diverse newspaper structure. Despite the fact that the system is politically controversial and has only partly worked to secure the existence of economically weak newspapers, it has been protected by an alliance of political parties until the present day. Nevertheless, political controversy around the subsidy system is increasing, both because the political justifications of the system need revision, and because the existing regulations are being undermined by the development of the newspaper structure, by the development of the media market and the media economy, and by technological developments.