CHARLOTTE, NC (January 7, 2004) -- The Printing Industry of the Carolinas, Inc. (PICA) will present a hands-on variable data printing workshop on March 3. The cost of software and hardware options have come down in the last 10 years to make variable data printing (VDP) practical for virtually any marketing and sales promotional piece. Some forms of VDP change only the text on pre-printed shells, while others change images based on general demographic information about the print consumer, such as yearly income or the area of the country they live. The highest levels of VDP are based on extensive database information regarding the print consumer incorporated into the text throughout the document along with changing graphics and photo images throughout the printed piece. This type of printed product takes the most planning and time, but also can be the most profitable of all the VDP options. "Getting Past the Hype of Variable Data Printing: Practical Hands-on Training for Producing VDP," is not designed for the veterans of VDP -- operators from printing and design companies already deep into working with VDP. It is designed for the print owners and/or operators just entering the VDP market or considering adding VDP to the company portfolio. It is also ideal for designers, printbuyers, salespeople, for printers or suppliers, and actual print customers who will be working with the printer. Presented by Dr. John Leininger, Professor of Graphic Communications at Clemson University, the program will give attendees a foundation for applying variable data in print production. They will see how the tools work together for organizing and retrieving the variable information to optimize the effectiveness of the process and the final product. The event will be held at The PICA Education Center, 3601 Rose Lake Drive, in Charlotte. It starts at 8:30 a.m. and adjourns at 4:30 p.m. Due to the hands-on aspect of this program, PICA is limited to 20 participants for the March 3rd date. The cost is $175 per person for PICA members and $200 per person for non-members. For more information, or to register, contact PICA at (704) 357-1150. The Printing Industry of the Carolinas, Inc. (PICA) is a trade association representing the graphic communications industry in North and South Carolina. North Carolina ranks as the 14th largest state print market in the United States with 1,047 total printing establishments and 27,342 employees. South Carolina ranks 30th in the nation with 392 establishments and 9,742 employees. PICA is headquartered in Charlotte, NC.