Catalog Production in the Digital Age

“For a long time, it’s been a challenge to print personalized catalogs,” Zusman says. But digital printing obliterates most of these daunting challenges. Today’s digital presses can produce as much as 100-percent variable content in color that rivals offset, says Zusman. But just because digital presses can print that much variable data doesn’t mean catalogers should go hog wild over customization. “Spot personalization is the more likely approach catalogers will take,” he says.