SPECIAL REPORT VARIABLE DATA PRINTING -- Methods May Vary

"We try to convey to agencies that design is their realm and we want them to be in control of it as much as possible," Pershing explains. "We will work with them as much or little as they want us to and function as a support team."

No matter who does the work, Liszewski says a strong commitment to testing is critical to ensure maximum results. "The client must devote sufficient resources to doing a legitimate test of the creative, size, layout, etc. That's a strength of the technology—being able to do testing quickly and in small volumes," he asserts.