Print will never die. It just needs to be re-thought as piece of an integrated campaign that is going to get consumers to interact on mobile and interactive medias. Until we all have solar powered tablet computers that hook into a free nation-wide wifi network magazines will always be a viable advertising source. The shift towards digital completely makes sense, but you'll have to remember that people like their magazines. They collect them. There is an experience that consumers have when they get their favorite magazines.
Newspapers will eventually become a digital but for many demographics it will take a long time for that to happen completely. You'll see the media prices for newsprint come down and that will open up opportunities for brands with tight budgets to do something interesting.
Out of home will more and more become jumping off places for mobile advertising. It's going to design to generate interest to drive consumers to social medias. As mobile capabilities continue to increase and improve out of home will become more and more important.
Collateral are things that all brands need but shouldn't be thought of as essentials. They like everything else are part of a bigger campaign. Writing, design, and concepts need to embrace branding and speak to consumers in a human voice.
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