KENNESAW, Ga., - July 9, 2003 – Heidelberg’s Digital Roadshow recently visited Spire in Boston, Mass., to discuss variable data printing (VDP) and highlight Heidelberg’s advances in the digital printing market. On hand were more than 100 guests from large commercial printers, government offices, university representatives and other print shop owners from across the Northeast. The event included seminars given by Rick Dyer, Spire’s president, on implementing variable data printing and Elyse Mitchell from LB Works, on successfully marketing and selling VDP to advertising agencies. Dyer presented several examples of innovated applications of digital printing from well-known Corporations. Spire, one of the country’s top variable data print shops, relies on its NexPress 2100 to print brochures, some of which are then distributed around the country to their clients in less then 48 hours from receipt of order. “Increased technology is enabling our customers to do even more when it comes to integrating existing systems and solutions,” stated Vahaaj Khan, director of digital product management, Heidelberg USA. “In this tough market you have to create jobs that make your company stand out from the rest. Spire’s ability to combine its NexPress 2100 to other equipment enabling both monochrome and full-process color jobs to be produced and distributed within hours.” Elyse Mitchell, a VDP specialist, addressed the increased need for strategy and innovative ideas when marketing variable data printing to advertising agencies including a discussion on techniques when discussing VDP with print buyers, account service representatives and brand managers as well. LB Works is an independent agency formed in 2001 by Leo Burnett USA that combines classic marketing techniques with non-traditional marketing approaches to create a competitive advantage for highly motivated companies. Additional sessions included a short demonstration of the NexPress 2100 with software instructions on ways to utilize Think 121’s integrated software systems along with additional information on sales and marketing tools that are available through Heidelberg’s Business Development Services group. “Heidelberg is committed to the success of its digital customers and we believe that through seminars and educational events like this, we can help our customers adapt to this changing market, stated Richard Sand, director, business development. “We show our customers new techniques and applications for marketing new and existing applications to increase demand that will not only benefit them but everyone working with digital systems. We help our customers become more successful.” CAPV data has shown the demand for digital short run print jobs is increasing and run lengths will continue to decrease over the next several years according to its latest survey. “Marketing variable data printing programs successfully has allowed us to take on new projects that were not even discussed before we installed our NexPress 2100,” stated Dyer. “We have seen first hand the increase in demand for variable data printing and are excited to share with everyone some of the ideas that have helped make us successful in the digital arena.”