The Coming Of The Digital Dynasty

Lane is not alone in his thinking. Furstenau estimates that half of the jobs coming off of Meredith's InfoColor 70 take advantage of variable printing. He adds that the machine's personalization has attracted clients who never did business with his department before.

"In presenting the concept, I went to marketing people...and then talked about the variable printing, about how every piece can be unique to each customer," Furstenau says. "We are now doing printing for people who never ordered printing before in their lives."