On-demand Printing--Delivering Digital Dollars

Kelty says specialized marketing—targeted and one-to-one, is having a tremendous impact on the growth of variable data printing. "Printing individual documents digitally, on-demand, with variable text, photos and graphics, is not something that can be done using offset print technology," she notes. "As companies experience the increase in response rates using documents that are customized or personalized, variable data printing will grow exponentially."