Editor's Note Variable Tactics

Variable data: Is it in your future? It better be, according to several speakers at the International Publishing Management Association conference.

At the recent in-plant event in Atlanta, I listened to representatives from Heidelberg, Xerox and the Rochester Institute of Technology talk enthusiastically about variable data in their sessions, calling it a burning hot trend—a way to improve an organization's marketing efforts and generate more revenue. They pointed out the excellent response rates of personalized direct marketing pieces, showing chart after chart proving personalized printing is on the rise and is very effective.