August 12, 2005 -- The fundamental principle of 1-to-1 marketing is that the more relevant the message is, the more effective it will be. As marketers replace mass marketing tactics with addressable media, print with variable messaging is a key player in the new customer-centric multichannel mix. To help clients efficiently transform data into customized, highly targeted campaigns, Quad/Graphics recently added wide web variable data printing (WWVDP) equipment with advanced personalization capabilities to our platform. This innovative technology, the first of its kind in the industry, takes 1-to-1 marketing to a higher level, facilitating the execution of communications that level the playing field between print and new media. The desire to engage customers on a more personal level has been fueled by marketers’ successes in Internet advertising. With variable data technologies, advertisers can have the addressability and accountability the Internet provides, with the added benefits of engagement and connectivity that print provides. With Quad/Graphics’ WWVDP technology, publishers can offer advertisers premium customization and personalization options in their magazines. By supplementing and customizing an advertiser’s database with the database of a publisher, advertisers will find it easier to more effectively target and retain their customers. For direct marketing campaigns, virtually any type of segmentation, versioning or personalization strategy — whatever is needed — can be called into play to maximize the effectiveness of your project. With the highest quality ink-jet personalization capabilities in the industry, we're using WWVDP capabilities to customize whatever our clients design, including gates as large as eight pages, self-mailers, inserts and cover wraps up to 38 inches wide. The new equipment is indicative of Quad/Graphics’ approach to partnering with our clients to make print more responsive, cost effective and profitable. As every direct marketer knows, at the end of the day, it’s all about the response.