EDITOR'S notebook

Likewise, the more intimate partnership created from providing digital output can help open doors to win other jobs best suited for offset presses, as well as additional services such as fulfillment, CD-ROMs, database maintenance, Website design, etc.

Admittedly, the market potential for producing direct mail advertising incorporating variable data has not taken off the way many forecasted. Competition is fierce and direct marketers, in large part, haven't turned to commercial printers for this service. Instead, better opportunities exist for employing digitally produced, variable data output in response to someone contemplating a specific buying decision. Based on initial profile information gathered, as examples, a customized piece can provide a high school senior with specific information on a college's programs covering her areas of interest, or an automotive manufacturer can send out a piece specifically tailored to the preferences—down to the color of the vehicle—of a potential car buyer.