5/1/01 - According to TrendWatch, 14% of publishers consider database marketing projects to be a sales opportunity, but a mere 4% see variable-data printing as an opportunity. These are the companies have the database resources needed to make variable-data projects work, and even they don't see an opportunity here.
Digital press vendors have been telling us until they're cyan in the face that there are "millions and millions" of variable-data pages being printed every day. Where are they? Like a lot of things, they're in the last place you'd look -- and right under your nose. The variable-data printing market does exist and is growing rapidly. But it's not the market you think it is. So before you invest in -- or divest yourself of -- the resources to serve this phantom market, you'd do well to find out where this phantom market actually is. (Hint: look in your mailbox.)
WhatTheyThink is the global printing industry's leading independent media organization with both print and digital offerings, including WhatTheyThink.com, PrintingNews.com and WhatTheyThink magazine versioned with a Printing News and Wide-Format & Signage edition. Our mission is to provide cogent news and analysis about trends, technologies, operations, and events in all the markets that comprise today’s printing and sign industries including commercial, in-plant, mailing, finishing, sign, display, textile, industrial, finishing, labels, packaging, marketing technology, software and workflow.