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Article: Variable-data printing customizes business pieces
- Article from:
- Journal of Business
- Article date:
- February 12, 1998
- Author:
CopyrightCopyright Northwest Business Press Inc. Feb 12, 1998. Provided by ProQuest LLC. (Hide copyright information)
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Just as computer "mail merge" enabled companies to produce personalized letters easily in large quantities, a relatively new technology called variable-data printing now allows businesses to have brochures, flyers, and other printed works customized to an even greater degree;
The idea is to glean personal information, such as a customer's name, age, buying habits, and income level, from a database, and then drop into each printed sheet different text blocks, full-color photographs, or other graphic elements that include or correspond with the personalized information about a recipient. Every single brochure or flyer prepared for a mailing--even a large mailing--in essence could be tailored ...