Transpromotional printing (or “transpromo” to those in the know) is a growing market for digital printing. But just how much of it can go to your in-plant?

By Mark Smith

Providing a turnkey solution is one method some service providers have implemented to overcome this resistance. In essence, they give customers favorable cost terms for production of the documents in exchange for the rights to sell marketing messages in the available white space.

For the most part, printing system vendors believe the same devices will be suitable for both graphic arts and transpromo printing applications. Variable data software plays a role, but the work is chiefly prepared in specialty applications from firms such as GMC Software Technology, Exstream Software and others.