As online publications increasingly serve as professional entry points into journalism, online journalists are being trained in a professional environment markedly different from traditional publications. Through in-depth interviews with online journalists, this study investigates the professional identities of this new cohort of media workers. We find they respect some established norms but participate in a mutual shaping of the processes of creating news as new technologies are adapted into existing newsroom practices and environments. They are also forming new norms, emphasizing transparency, individualism and risk taking. Overall, a "new normal" appears to be coalescing.