In February, TrendWatch GA released the most detailed Special Report on variable data printing in our company’s history. In “Variable Data Printing 2005: Finally, the Data Are In!” we give the industry its first look at the detailed inner-workings of this highly secretive marketplace.

The report is based on detailed data that looks at who is producing and purchasing variable data printing, at what level of sophistication, in what volumes, how quickly their use (or production) of these applications is growing or declining, and what technologies are being used to output these jobs. It also looks at creatives’ perceived benefits and barriers to using VDP. Most data are provided by printer, trade shop, and creative segments, as well as by shop size.

In this column, I want to talk about just how big a business our data is telling us variable data printing has become.