SPECIAL REPORT VARIABLE DATA PRINTING -- Methods May Vary

"We have seen some agencies take the opposite view and expand their billing opportunities by getting more involved in the data side and digital asset management," he continues. "Such services can easily take the place of the print broker relationship they used to have with clients."

WMSG is experienced at helping clients bridge the gap from not understanding variable data marketing to really implementing it effectively, contends its president. "We understand how agencies work and how to help them."