Where is print headed?

Here is a thought. One I'm sure many of you have too. With the advent of mobile marketing, Web 2.0 and such...what is the fate of traditional Marketing Communication?

Newspaper readership is down. The children of today have grown up always knowing the Internet. More and more, companies direct potential clients to their websites instead of providing folders of Marketing materials. Yet, many of my clients still want traditional marketing materials. Junk mail is piling up in my mailbox. My recycling can has tons of paper in it.

For the short-term, I believe the Marketing mix will still contain plenty of collateral. The next 10-15 years may be a different story, however. While paper may not make a complete exit, it will most likely be reduced to a small percentage of Marketing efforts due to improving technologies, efficiency and environmental awareness.