Among the most popular data from TrendWatch Graphic Arts are those relating to variable data print (VDP), especially since we started asking more detailed questions on what’s going on under the hood. Recently, we released our second report on VDP in less than one year, and in spite of the fact that our Printing surveys are conducted every six months, the changes in the market from one survey to the next were remarkable.

In our 2005 Variable Data Printing report, 28% of graphic arts firms overall (not just digital printers) reported doing variable data printing in-house. Six months later, as reported in the TWGA Special Report “Variable Data Printing 2006: Growth and Changes in the Marketplace,” this had jumped to 37%. At the same time, the percentage of respondents saying that they outsource VDP had risen only from 12% to 15%. So while VDP is growing, it’s growing largely as an in-house operation.

Databases Less of an Issue?