Thematic reporting has become extremely important due to the new demands of the audience and, therefore, specialized journalists, who are certainly lacking in Croatia, are increasingly in demand. One of the separate areas of reporting is culture. This final paper deals with the research of reporting on culture within different forms of media. The research was conducted using the in-depth interview method in which six journalists specialized in the field of culture participated. The results of the research showed that journalists have the same opinion about the lack of journalists specialized in the field of culture, as well as the lack of media space for culture. In the theoretical part of the final paper, the concepts of thematic reporting, journalistic specialization and education are defined and the very concept of culture in the media, the presentation of culture in different forms of media in Croatia and the role of public services in the context of reporting on culture are presented. In this final paper, using the existing literature, the difference between profit and non-profit portals in the context of the representation of cultural content was analyzed. Content related to culture is an important part of the media since culture as such is a significant determinant of society as a whole. Therefore, research on this or similar topics is certainly desirable in the future.