CUNNINGHAM GRAPHICS INT'L -- A Digital Prospectus

"While cost is a stumbling block today, I expect that to change in the next 24 months. We are just starting to scratch the surface of what can be done with creative, variable data projects," he continues.

One program the printer currently is handling involves the production of 100,000 post cards per month for a major rental car company. The color cards are personalized and feature targeted marketing messages that promote the rental service and offer special deals. Hood believes post cards are a popular format for variable data campaigns because they are easy to produce, minimize mailing costs and are effective.