A great deal has been written about why variable-data printing hasn't materialized the way the suppliers and consultants said it would, but I believe their focus has been misdirected. First, there has been too much emphasis placed on technology. In essence, variable-data printing requires no more than what most print shops already have. Second, many print producers have been waiting for their customers to ask about this opportunity. But, variable-data printing is new to most print buyers, as well, so they don't know what questions to ask.
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