We wish we had the kind of magic that would allow us to answer those questions with absolute certainty. But we do have a kind of magic ... years of experience in identifying and analyzing consumer preferences and market trends.

Based on our experience, we have identified several trends that, we believe, allow us to (in a way) predict something about the future.

• Newspapers will have to become increasingly reader-driven. Newspapers have been guilty of a kind of "top-down" thinking that is out of step with consumer preference trends. Newspapers must be relevant, insightful, connected, and compelling.

• Local news will never go out of style. Today's "big story" may drive the headlines, but readers want to know what is happening in their community, in their schools, on their streets.

• Newspapers which who to grow will have to do a better job of connecting with under-served populations. These untapped markets include employed women, minorities, blue collar workers, individuals who have less education and lower incomes, and adults who are under 35.

• Newspapers will need to "recruit" new readers - actively, purposefully, intelligently - marketing their news products to new audiences.

  
  

• Online versions of newspapers are an important and vital piece of future success.