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Study Says Creatives Only Dimly Aware of Variable-Data Printing

Wednesday, July 25, 2001

Press release from the issuing company

According to TrendWatch, only 4% of all creatives--and 1% of graphic designers--see variable data printing projects as a top sales opportunity. These figures have not increased significantly in the past few TrendWatch Design & Production surveys. When looking at the dearth of high-end personalization jobs being done, it's tempting to point to printers and shout "J'accuse!" as if they weren't doing enough to promote the technology. But there's another link in the workflow chain: creatives. Creatives play a key role in helping clients determine which printer or print process to use--including digital printing and, yes, personalization. So if creatives aren't keen on--or even aware of--a technology, then is it possible that they are the weakest link?




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