Finally! The Publishing Industrys First Detailed Variable Data Print (1:1 Print Marketing) Data

"Variable Data Printing 2005: Publishers" is written specifically for publishers, and in its pages, TWGA provides its most detailed look at the adoption and growth of variable data printing (also called "personalization" or "1:1 marketing) in the book, magazine, and catalog publishing marketplaces.

New York (PRWEB) February 22, 2005 -- TrendWatch Graphic Arts released its most detailed Special Report on variable data printing in the book, magazine, and catalog publishing industry to date. "Variable Data Printing 2005: Publishers" is written specifically for publishers, and in its pages, TWGA provides its most detailed look at the adoption and growth of variable data printing (also called "personalization" or "1:1 marketing) in the book, magazine, and catalog publishing marketplaces.

For more than a decade after the introduction of toner-based, digital color presses (and the possibility of producing full-color, fully variable and personalized documents), all we could do was guess at the actual adoption levels based on anecdotal evidence and digital press installation figures. Having hard data is long overdue. Now, we have a statistical look at whats actually going on in this marketplace. And many of the numbers are surprising. Were anxious to hear your feedback -- TrendWatch Graphic Arts

This Special Report provides a framework for the publishing industry by starting with detailed data from the established VDP marketplace: the commercial printing and creative markets. It looks at who is producing and purchasing VDP, at what level of sophistication, in what volumes, how quickly their use (or production) of these applications is growing or declining, and what technologies are being used to output these jobs. It also asks creatives about the perceived benefits and barriers to using VDP.

It follows with TWGAs current and historical data on publishers perceptions of variable data as a sales opportunity, their perceptions of variable data printing as a business challenge; plans to purchase digital presses, and whether their use of variable data is increasing, decreasing, or staying the same, all by market segment. The report concludes with data on the use of variable data printing by book and periodical printers, including who is producing variable data printing, at what level of sophistication, in what volumes, and how quickly their use (or production) of these applications is growing or declining.

Report conclusions:
While the publisher numbers are lower than the commercial printing and creative numbers, variable data printing as a sales opportunity is holding steady, variable data printing as a business challenge is up sharply over the last three surveys, and plans to purchase digital presses is up, as well. The report finds that, after years of dormancy, publishers are ready to start taking this marketing approach seriously, and those who are still hesitant about utilizing this technology will find that many of their peers have already taken the plunge.

Notes Heidi Tolliver-Nigro, TrendWatch GA analyst and author of the report, "The industry has been waiting a long time for hard data on whats really going on in the variable data printing marketplace, and now that we have it, the data are both encouraging and surprising. These data give us both the first realistic picture of the actual dynamics of this marketplace and the information we need to continue to maximize opportunities for growth."

News Highlights:
- 29% of commercial printers as a whole produce some sort of VDP jobs in-house and 13% outsource them;
- 38% of creatives say they have produced VDP jobs in the last 12 months;
- 7% of publishers see VDP as a top business challenge;
- 15% of book publishers and 17% of catalog publishers plan to purchase a digital press in the next 12 months;
- 19% of periodical printers say they do their own variable data printing in-house.

Availability:
The TrendWatch Graphic Arts "Variable Data Printing 2005: Publishers" report is available for purchase by visiting the secure TrendWatch Graphic Arts eStore online at www.trendwatchgraphicarts.com/special or by phone at 866-873-6310. The price for the 50-page report is $249. TrendWatch Graphic Arts eStore customers can download this report in PDF Acrobat format immediately after purchase.

Editor's Note:
Additional information pertaining to each report is available for editorial purposes. Please make inquiries directly to Judie Ryer.

About TrendWatch Graphic Arts:
TrendWatch Graphic Arts specializes in the assessment of trends and changes in graphic communications markets by providing timely and strategic information, hard-hitting market analysis and concise expert opinion. The reports have earned the reputation for containing the most reliable and timely industry intelligence in the graphic arts and graphic design marketplaces.

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