Is Variable Data Printing Right for You?

“If done correctly and with careful analysis, there’s an even chance of meeting your goals,” says Thomas Brady, account representative for Vestcom, a VDP provider.

The technology seems to work better in the b-to-b atmosphere and particularly with higher-end products. VDP usage also may increase a cataloger’s market share because it eliminates the need for the prospect to hunt through a larger catalog. The key, says PODi’s Johnston, is to calculate the return on investment rather than VDP’s actual costs.