The direction of online initiatives is the most interesting trend in newspapers, according to media buyers and planners, ranking ahead of any other issue, including circulation.

According to a recent poll from Media Life, 48.1 percent of media buyers, when asked "What is the most interesting issue or trend in newspapers right now?" agreed with the statement "Online development. I'm fascinated by how newspapers' sites will evolve and what role the web will play in papers' future."

Circulation received 26.4 percent of the vote, with respondents agreeing that "the most recent numbers were down more drastically than I'd anticipated. If this trend isn't reversed, it could be huge trouble." In fact, 35.8 percent said that declining circulation is "a big concern," and 30.3 percent said that it is "a tremendous concern."

Third most interesting to media buyers was the emergence of free independent dailies like the Examiner chain, with 16 percent of respondents believing it is "a direct challenge to the longstanding business model of the American newspaper, and I'm fascinated by how it will all play out," but in a separate question, 78.6 percent said they aren't sure if free papers like the Examiner chain will revolutionize newspapers.