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Variable Data
Printing or VDP (also known as Variable Information Printing, or
VIP) is a form of on-demand printing in which elements such as text,
graphics and images may be changed from one printed piece to the
next without stopping or slowing down the press, using information
from a database or external file. For example, a set of personalized
letters, each with the same basic layout, can be printed with a
different name and address on each letter. Variable data printing is
mainly used for direct marketing, customer relationship management
and advertising.
The technique is
a direct outgrowth of digital printing, which harnesses computer
databases and digital presses to create high-quality, full color
documents, with a look and feel comparable to conventional offset
printing.
Variable data
printing enables the mass customization of documents via digital
print technology, as opposed to the 'mass-production' of a single
document using offset lithography. Instead of producing 10,000
copies of a single document, delivering a single message to 10,000
customers, variable data printing could print 10,000 unique
documents with customized messages for each customer.
There are two
main operational modes to VDP. In one methodology, the document
template and the variable information are both sent to the press,
and the Raster Image Processor (RIP) combines the two to produce
each unique document. The other methodology is to combine the static
and variable elements prior to printing, using specialized VDP
software applications. These applications produce an optimized print
stream, such as PostScript, which organize the print stream
efficiently so that the static elements are only processed once by
the RIP.
There are several
levels of variable printing. The most basic level involves changing
the salutation or name on each copy. More complicated variable data
printing uses 'versioning', where there may be differing amounts of
customization for different markets, with text and images changing
for groups of addressees based upon which segment of the market is
being addressed. Finally there is full variability printing, where
the text and images can be altered for each individual addressee.
All three types of variable data printing begin with a basic design
that indicates which sections can be altered and a database of
information that fills in the changeable fields.
The returns for
variable printing vary from double the normal return at the basic
level to 10-15 times the return for fully variable jobs. This
naturally depends on content and the relevancy of that content, but
the technique presents an effective tool for increasing ROI on
marketing campaigns.
Origin of the concept
The term VDP was
first introduced to the printing industry by Frank Romano, Professor
Emeritus, School of Print Media, Rochester Institute of Technology.
However, the concept of merging static document elements and
variable document elements predates the term and has seen various
implementations ranging from simple desktop 'mail merge', to complex
mainframe applications in the financial and banking industry.
However, the term VDP is most closely associated with digital
printing presses.
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