News of The Interactive Advertising Bureau launching a printed supplement with AdWeek called "MIXX" Magazine got predicted reaction among bloggers in the printing and publishing industries and beyond. Both Adam of Printmode and Dr. Joe Webb were not surprised. Neither was Rex Hammock, who had the best analogy I found:

If you were in charge of getting tourists from the U.S. to come visit, say, France, would you advertise in Paris or in New York?

Cross media prescence and multi-channel performance seems to be the larger point and it is, afterall called "MIXX"!