NSPA Conference Thriving Despite Cutbacks

"We see the future of our business in digital," he said of Heidelberg.

He pointed to personalized printing as a great opportunity for in-plants, though he cautioned it requires a change in business procedures. For one thing, he said, you will need personnel to deal with database issues.

Sand went on to explain how variable data printing works. Pages have areas set aside for static text and for variable images and text. Business rules tell the printing device when to print which information from the database.