Journalist empowerment or journalist depowerment? Both tendencies are increasing in the new global communication market. News competition is most obvious among extreme risk taking journalists. The more risky the task, the fewer competitors and the easier a winnertakes- it-all-position is obtained. In this article commercial aspects of freelance journalism as both a drawback and a necessary condition for this development is explored. Competence in fields of great demand, skills in cross media work and strategies for personal branding are fundamental for professionals taking part in the race. Dilemmas with free lance journalism are approached and discussed through a case study of the private enterprise of freelance war reporter Åsne Seierstad. At the age of 33, Seierstad has never had a permanent employment in her life, yet she has become an attractive journalistic brand both nationally and internationally.