Teezir’s opinion mining tools helped a large Dutch publisher to gain more insight into the tone of voice in one of their newspapers. We analyzed the sentiments in one year of publication of their content and provided summary statistics on the predominant sentiments in the different sections of the newspaper as well as around different themes. Clearly, some themes are inherently more positive than others. We compensated for this by comparing different articles on similar topics. This way we could provide insight in the differences of treatment of the same theme in different sections or by different authors.