Print and the Media Mix.

The article focuses on the media spending on marketing, promotion and advertising in the U.S. Based on a breakdown presented by the Institute For The Future (IFTF), media can be segmented into five categories, including mass media, segmented media, profiled media, individualized media and other media. It has noted that from 1980 until 2000, print lost about 4% of market share in advertising and marketing spending, while the projected estimation showed that from 1980 until 2010, print will lose about 13 percentage points of market share in advertising and marketing spending.