When did the balance of power in the us federal system shift in favor of the national government having more power

"Federalism" appeared in the late 20th century and early 21st century. New Federalism, which is characterized by a gradual return of power to the states, was initiated by President Ronald Reagan (1981–1989) with his "devolution revolution" in the early 1980s and lasted until 2001. 

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Answer is mass marketing.