SPECIAL REPORT VARIABLE DATA PRINTING -- Methods May Vary

What remains to be seen is if the industry can avoid letting the service slip into a commodity status as it attains critical mass, Liszewski cautions.

Marketing Services by Vectra, Columbus, OH

Craig Taylor, president of Marketing Services by Vectra (MSBV), also sees some cause for concern as the pool of VDP providers grows. There is a risk of the printing industry itself commoditizing variable data printing depending on how the service is sold, he says.