VARIABLE DATA PRINTING -- Building the Variable Data Base

* Convincing marketers about the return on investment since they are used to buying based on price per thousand.

* Database issues—clients not having the prerequisite customer data or databases in a usable format.

So where does variable data printing stand today? How far has the industry expanded beyond the now-classic business model? Most of the available market information remains anecdotal, but there have been some attempts to assess the market in more formal ways.