Could it be? Could it be that the message about the value of 1:1 print personalization going beyond response rates is finally getting through? Recently, The Industry Measure released its annual analysis of the variable-data printing / 1:1 print marketplace, “Variable Data Printing/1:1 Print Personalization: 2007,” and some of the data is truly exciting, especially as it relates to the creative markets.

Although the percentage of creatives saying they had produced a VDP/1:1 print job in the past 12 months is nearly identical to that from this time last year, it is what is going on inside those numbers where the action is. As we discuss in the report, the percentage of creatives producing VDP jobs may be about the same, but within this group, the sophistication has risen considerably. Not only this, but their attitudes and expectations regarding VDP have made some significant strides.

Not the "End All, Be All"