R U Serious? Is Proper Grammar Passe?

You're probably familiar with the lexicon of texting - sending text messages through your cell phone, Blackberry, iPhone, etc. However, should the abbreviated terms, OK for text messages, be used in copy writing for publication in newspapers, magazines, newsletters, websites, e-mails, etc.? In my opinion, proper grammar and punctuation never goes out of style but occasionally does need to be updated for the times. Let me know your thoughts on this!