This article addresses the relationship between the size of media markets and content diversity online. In the Baltic countries, the Internet offers new channels with a greater diversity of information; at the same time, the increasing presence of hybrid discourses (PR-based news, promotional writing) on online media channels is creating an illusory impression of news diversity: the same sources and the same story frames are dominating online. The authors argue that new concepts (quality of information processing, media literacy) need to be taken into account to adequately assess online journalism professionalization (the changing identities and functions of journalists) in a small country.