Ever wondered why advertising spending in print publications declined so rapidly and how much further this could go on? Or when is print getting its fair share in advertising? Interesting research from WARC/GWI compares advertising spend against media consumption. An index value above 100 shows that the advertising spending share is higher than the media consumption share, while a value below 100 indicates the opposite. In other words: print press had an advertising share three times its share of media consumption in 2013.