By Jennifer Haram

　It's 6:25 a.m. and the alarm buzzes. Out of bed, grab the paper, scan the headlines and hop into the shower by 6:35. TV on by 6:45 to catch any late-breaking news. In the car by 7:25. Turn on the radio to find out the traffic situation. Traffic jams for 35 minutes to travel 11 miles and arrive at work by 8. 　

　People want news -- it is obvious by the number of resources they have used by 8 o'clock in the morning. But, newspapers may lose their traditional position of dominance in the media industry. 　

　With competition from the Internet, authorities are talking about the end of the traditional newspaper. Currently, the 54 billion U.S. newspaper industry consists of about 900 papers. However, being big doesn't guarantee survival. 　

　According to predictions based on a Newspaper Advertising Bureau study from 1961 to 1988, there will be no daily newspaper readers in 2078. This means that if the current trends continue, in 2078, daily newspapers will not exist. This is the time to start making changes that will keep the newspaper the dominant medium of the future. 　

　Studies show that people don't read the paper because they say they "don't have enough time." In fact, people have more free time today than they did 30 years ago. People are simply choosing to spend their free time in ways other than reading the paper. People make time for what interests them. 　

　Newspapers have advantages that have been taken for granted for years. What other source of information is literally delivered to your door seven days a week? Where else can local news and ads be found? Who else has a complete database of names and addresses of residents on every street in the entire city? This information is invaluable. Individual houses can be targeted for specific advertising messages. Much like a computer homepage, newspapers could be customized to fit the interests of each resident. The technology is available and the database is there. This is the newspaper of the future. 　

　Of course, this cannot happen overnight, but steps can be taken to make this a reality. Content is one of the most important factors of newspaper readership. It appears that newspapers try to offer interesting stories that will appeal to different groups of people. Unfortunately, that is only half the battle. Readers have to know the story is there and how to find it. Younger generations want shorter stories and more pictures and graphics. 　

　Newspapers need to stress their convenience and that they offer the quickest method for readers to find the information they need. They also need to stress that the information is available in a portable package wherever and whenever the reader wants it. A local television station may give an event a 30-second summary. Often readers want more details and analysis. The newspaper fills that need; however, details don't have to mean long stories. They can be broken into reader-friendly packages. 　

　Knight Ridder Inc. Research Director Kip Cassino points out that no man-made communications medium has ever died. We can't let newspapers be the first to break this record. We need to reach out to readers today and stress the value, convenience, and content of the product we love. After all, 2078 is getting closer every day.