Variable Data Print Set To Grow Sharply

Variable data print (VDP) is finally on a solid growth track, and there is sharp growth in key market segments, according to a new market report.

Variable data print (VDP) is finally on a solid growth track, and there is sharp growth in key market segments, according to a new market report.

VDP may not be in the marketing budget of every client, but it is in the marketing budgets of a lot of them.

It is an important and growing portion of printers' revenue streams, replacing lost volumes of traditional print runs and helping to increase print's relevance in today's internet age, claimed the latest Trendwatch Graphic Arts (TWA) research.

The research shows that 37 per cent of graphic arts firms (printers and trade shops) produce some sort of VDP jobs in-house - up from 28 per cent one year ago, said TWA.

It also indicates that 18 per cent of digital printers say that their volume of full-color VDP jobs with 13 fields or more has increased 'a little' - claimed to be a five-fold increase from one year ago.

In addition, commercial printers are almost twice as likely trade shops to say that they are working primarily with marketers, rather than traditional creative agencies - 51 per cent, as against 29 per cent.

The report also cites 16 per cent of creatives that said that their use of VDP has increased 'a little' (one per cent-25 per cent) or 'a lot' (25 per cent or more).

At the same time, the percentage of publishers who see VDP as a top sales opportunity has risen from two per cent in the second quarter of 2002 to eight per cent today.

TWA's latest special report on variable data printing in the commercial printing, creative and publishing markets - 'Variable Data Printing 2006: Growth and Changes in the Marketplace' is claimed to take a comprehensive look at the continued growth and expansion of variable data printing (also called personalisation or 1:1 print marketing.

The research also reveals that press and VDP software suppliers have done a good job of transforming in to the VDP training and educational arms of their printing customers, making the technological transition from static printer to VDP printer much easier than before.

Now, according to TWA, the ball is in the printers' courts, and they must learn to make a change of their own, from printers to marketing services providers and business development partners to their customers.

TWA added that whilst it is not an easy transition, it is happening in the industry.

Heidi Tolliver-Nigro, TWA analyst and author of the report, said: "If creatives, marketers and printers think their competitors are not using VDP in their marketing, they are misjudging the market." The report looks at the data from four perspectives.

It presents the historical trend lines on the perception of variable data printing (VDP) as a sales opportunity and business challenge, whether the jobs are produced on a digital press, colour copier, or laser printer.

Detailed data on the percentage of printers and creatives producing VDP, at what level of sophistication, and how quickly their use or production of these applications is growing or declining is also examined.

Other data on the technologies that are being used to output the jobs is also presented, along with an appraisal of the mix of transactional versus commercial jobs produced by VDP printers, as well as whether graphic arts firms are selling directly to marketers or through traditional creative agencies.

The 'Variable Data Printing 2006: Growth and Changes in the Marketplace' report is available for purchase by visiting the secure Trendwatch Graphic Arts e-store on-line at the company's website.

The price for the 121-page report is US$995.

The report can be downloaded in PDF Acrobat format immediately after purchase.

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