FINDING THE FULL POTENTIAL OF VARIABLE-DATA PRINTING

摘要

Variable-data printing (VDP) has been around for a long time and has become a familiar part of our lives. We're all familiar with inkjet-printed address labels on magazines, bills, and other direct mail we receive, all generated from variable-data fields. These applications took off in the mid to late '90s as the first digital commercial presses hit the market, capitalizing on the technology's ability to combine multiple types of data to create unique final documents with each print. Today, the primary uses of VDP remain in direct-response marketing, the huge industry we think of as junk mail that is still growing year over year. In our segment of the printing industry, VDP is used far less often, primarily because specialty graphics printers have tended to think of their businesses as commodity deposition of ink onto a substrate. VDP requires a different mindset that owners are beginning to adopt as they realize they are in the graphic communications business and the products they produce aren't dependent on a specific printing method or process.