VARIABLE DATA PRINTING -- Building the Variable Data Base

More than 70 percent of respondents indicated they offer a slate of support services that includes finishing, fulfillment, mailing, database management and creative services. Only 22.8 percent of respondents said they measure the success of VDP jobs for customers.

TrendWatch Graphic Arts (www.trendwatchgraphicarts.com) examined the market from the demand side in its "Variable Data Printing 2005: Creatives" study. It found that 38 percent of creatives reported producing VDP jobs in the past 12 months, with about half having produced a full-color job. Less than half (43 percent) of the survey sample expected their use of variable jobs to increase this year, however.