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Article: Digital presses eye the market of one.(includes related article on Adobe Systems' Supra architecture)
- Article from:
- Graphic Arts Monthly
- Article date:
- April 1, 1996
- Author:
CopyrightCOPYRIGHT 1996 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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It's a powerful concept-personalizing print for a single individual-and there are opportunities and obstacles to spare.
When digital presses debuted several years ago, they promised to answer every marketer's dream by offering the ability to produce highly personalized documents targeted to a market of one.
Today, although most digital press manufacturers have released products with this capability, that dream is still far from a reality. Technological barriers--from a lack of standard interfaces between databases and desktop software to the huge front-end requirements of database printing-are compounded by the need to educate print buyers about a product that ...