Ekstra Bladet is barely managing to keep its head above water. Sales of this notorious Danish tabloid are declining, and it’s all hands on deck in the editorial department as they try to weather the storm. Is the solution to be found online, or in the choice of subject matter? And just how far should you go to stay afloat? Mikala Krogh is right there in the newsroom, filming as the juicy headlines are thought up, and when the latest disastrous numbers are announced. The protagonist in this reality drama is chief editor Poul Madsen, whose controversial decisions include one to unleash a major campaign supporting Danes held hostage by Somali pirates. “This is not about selling papers,” says Madsen on TV, but we know better. Underlying the tumultuous situation on an everyday level is the question of how a newspaper can stay relevant in the rapidly shifting media landscape. Madsen and his colleagues speak candidly about the dilemmas they face. The ethical boundaries remain vague for a tabloid such as Ekstra Bladet, for its readers always want more nudity, gossip and sensation – but there’s also journalistic integrity to consider. All the while sales figures tumble across the screen. Will Ekstra Bladet make it, and at what cost?