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Article: Adding value ... database management: integrating variable data within a digital print operation.(News)
- Article from:
- Printing News
- Article date:
- January 31, 2005
- Author:
CopyrightCOPYRIGHT 2005 Cygnus Business Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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As I quickly browse through a brochure on my desk, a few thoughts cross my mind: I am not their customer, so why did I get this? This information is not even close to being relevant to me, so why is this being sent to my attention? Does this firm realize the money they just wasted?
Today's consumers no longer have the patience or time to sort through information that is not relevant to them. Instead, they want documents that are personalized and contain data that they care about. Being able to speak directly and personally to customers is not just a trend; it is fast becoming a business standard.
Throughout the offset era, the variable part of a print ...