ALEXANDRIA, VIRGINIA – The Graphic Arts Marketing Information Service (GAMIS) of Printing Industries of America (PIA), Incorporated, recently published the new industry awareness study entitled Digital Printing Market Potential. This new study published by GAMIS focuses on non-impact printing, and specifically on production devices capable of variable data printing. PIA’s Digital Printing Council also provided assistance and support for the study. The objectives of the study include: * identifying digital printing market segmentation, size, equipment installed base, and primary applications, * assessing the impact of digital printing on the graphic arts market, and drivers and barriers, as well as, * identifying current practices and trends among printers and print buyers regarding digital printing. INTERQUEST (Charlottesville, VA) who completed the research for GAMIS, concludes that until variable data printing becomes more widely adopted, digital printing will be used for a great deal of work that can also be printed on traditional equipment. Thus, cost and capability will be critical over the next three to five years. The study also revealed that printers view this as a complementary process rather than a displacement technology such as when lithography displaced letterpress printing. In addition, printers reported that more than half of the jobs printed on digital equipment are for new applications rather than work migrating from traditional presses. While fliers brochures and similar general commercial printing applications represent the greatest potential for digital printing, there are also excellent opportunities for books, direct mail, financial printing and business forms. Variable data printing is steadily growing as the momentum from customer relationship management initiatives increases. The challenge of establishing, accessing, and maintaining good databases remains the top barrier for the growth of variable data printing. INTERQUEST projects that variable data print sales will grow from $2.56 billion in 2001 to $6.28 billion in 2004. Print buyers interviewed for the study estimate that within three years 29% of their black-and-white and color printing will use variable data. The 500-page "Digital Printing Market Potential" study was recently distributed exclusively to GAMIS members. The complete report will not be available for sale to non-members until after the first of the year. For more information on the study, or to become a GAMIS member, contact Jackie Bland, GAMIS executive director by phoning 703/519-8179. Details can also be found on the web site at www.gamis.org. GAMIS is a special industry group of PIA dedicated to providing its members with current, relevant market data and information on the graphic arts and related fields. The principal benefits of the organization are member-directed research studies, quarterly meetings, market research skills building, and unlimited networking opportunities.