Overview

The “Occupant” is dead.

A revolution is sweeping the mailboxes of the world’s developed countries— a revolution in print communications. A mass medium is becoming personalized, customized, individualized. And the change is presenting new challenges and opportunities for designers, printers and any business interested in reaching out to customers.

What’s behind the change is the marriage of reliable, high-speed digital printing and sophisticated database software, which combine to produce one-to-one marketing using variable data printing, or VDP.

Variable data printing begins with digital printing. That term encompasses a wide range of equipment, from desktop printers to large, sophisticated systems, which rival some offset presses for quality, as well as hybrid systems that combine digital and offset technology. What all of it shares is the ability to reproduce text and images directly from digital data, using desktop publishing programs.