Penny K. Bennett

SINCE THE development and maturation of digital presses, the concept of variable data printing (VDP) has become a reality. With today’s digital presses and software options it is possible to customize virtually every element on a page for every sheet that comes off of a digital press. The level of sophistication that can be achieved with today’s hardware and software options is mind-boggling. The hot buzz term right now is “One-to-one Marketing.” Sending a personalized or customized message to an individual that has more relevance or meaning to them has proven to be a more effective way of marketing. Personalization can help break