The business environment of the newspaper industry worldwide is becoming increasingly turbulent. The World Association of Newspapers engaged us in 2008 to carry out a scenario project that could serve as a foundation for strategic policy discussions and decisions within the 19,000 member companies worldwide. The questions were not new, since we had previously worked with the Swedish Association of Newspapers with similar issues. As a starting point we interviewed ten CEOs from leading newspapers globally. The insights from these interviews together with Kairos Futureís own research built a solid foundation for the scenario project. Based on this foundation we conducted a two-day seminar in Paris with 20 top newspaper executives from four continents. We presented the results orally for an audience of 1,000 people at their annual global conference and also in a written report for the their members.

"Tough economic times call for serious action. Enterprises that are losing revenues and market share need more than just a traditional strategic plan to assess their possible futures. Scenario Planning is the tool box to help businesses peer into their future, and still have time to create solid strategies for the possible challenges agead." /Martha Stone, Director, Shaping the Future of the Newspaper project, World Association of Newspapers