VARIABLE DATA PRINTING -- Building the Variable Data Base

BY MARK SMITH

Technology Editor

Even as variable data printing (VDP) capabilities perennially failed to become the next big thing in the industry as a whole, the original business model for success has endured.

This archetype is an all-digital operation that identifies itself as a marketing communications firm and not as a printer. It sells solutions and offers marketing expertise to help clients identify opportunities and craft effective applications. The firm also boasts strong IT resources and is likely to offer design, mailing and fulfillment services. It may or may not track responses for clients.