Several studies conducted in Western democracies have indicated that men continue to be overrepresented and women underrepresented as experts in the media. This article explores the situation in Finland, a progressive and ‘female-friendly’ Nordic country with highly educated women who are widely present in the job market. The analysis is based on three sets of research data featuring a wide set of media data, a survey and interviews. This study reveals that public expertise continues to be male dominated in Finland: less than 30% of the experts interviewed in the news media are women. While the distribution of work and power in the labour market may explain some of the observed gender gap, journalistic practices and a masculine tradition of public expertise are likely to play a role as well.