Variable Data--Up Close and Personal

The new on-demand software and equipment to publish one-to-one is exciting, but the real revolution involves rethinking what business you are in. The opportunity for the printing industry is to redefine itself as the print communications industry—and to charge for value received, not the cost of materials plus a markup. You need to care about what is being printed, in addition to how well or fast it is printed, because success now involves printing the right message for the right reader. By doing this, you can break the centuries-old pattern of ineffectiveness and create a truly golden future.