PI's 45th ANNIVERSARY -- From Art To Science

Reflecting developments in technology and marketing, Printing Impressions carried a "Large Printer" demographic section. Publishers led the way in adoption of demographic binding capabilities (now called customization), but it was the catalogers and direct mailers that pushed the envelop with use of ink-jet messaging (variable data printing). Following a flurry of testing and experimentation, these forerunners of today's marketing technologies ultimately ran up against the same barriers. Ink-jet printing of addresses proved to be the most widely adopted application, but chiefly because of the costs savings.