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Article: Why VDP Just Won't Work.(Variable Data Printing)(Viewpoint essay)
- Article from:
- Graphic Arts Monthly
- Article date:
- June 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 Reed Business Information, Inc. (US). 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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By Bill Farquharson
Until the printer understands he's not in Kansas anymore, forget about variable print.
Many moons ago, I was in the Jacob Javits Center in New York attending the On Demand Show. Back then, it filled several halls and the buzz was all about the dawning of the digital and VDP age. Pie charts and graphs filled the screens. Pundits shouted, 'There's an untapped market' and 'if you buy it, they will come!' It was a compelling argument, and printers lined up like lemmings, ready to take the blind leap into the digital abyss.
I remember trying to get a read on the pulse of the show. The major players had their new digital devices, ...