Variable Data--Up Close and Personal

An on-demand publishing system including the software and presses that can achieve this new level of effectiveness is expensive to buy, as well as to run. The cost per page is often three or four times higher—and about 300 percent more effective!

The key is to realize that a small increase in revenues or customer retention generates enormous profits—far more than enough to pay for the increased printing costs. An increase of 5 percent to the top line from improved print marketing campaigns—in a company whose traditional printing bill is 1 percent of total expense and whose digital printing bill triples to 3 percent—will result in an increase in corporate profits of more than 30 percent.