Meeting Of The Minds

Variable Data: Wavering Interest

Though variable data is being touted as a major trend by vendors, few of the Top 70 participants are using it in jobs. One manager felt it was overrated, and another pointed out that most customers don't have very good databases.

The University of California-Berkeley's representative noted that in-plants have to be careful about using variable graphics in print jobs; when the graphics change, the piece no longer qualifies for a bulk rate discount from the USPS.