How Do You Hide the Magic in Urban Fantasy?

In the wake of the success of Twilight, most urban fantasy these days tends toward teen paranormal romance but there is more to the genre. In some ways urban fantasy goes back to fantasy's roots, in stories that assumed the audience would believe the supernatural to be real. When Dickens wrote A Christmas Carol he didn't need to cast the tale in a fantasy world to get the audience to believe a man might be visited by spirits. Modern urban fantasy though has an audience that is less likely to believe in magic or monsters and certainly assumes the rest of the world doesn't. Consequently urban fantasy assumes that the supernatural is somehow hidden from the majority of the world.
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