Variable Data Printing / 1:1 Print Personalization: 2007

Executive Summary

Variable Data Printing: Graphic Arts Firms

Variable Data Printing Adoption—In-House and Outsourced

How Sophisticated Are These Jobs?

Commercial vs. Transactional Mix

Primary Technology Used for Output

VDP as a Percent of Overall Revenues

Changes in VDP Volume

Variable Data Printing: Creative Markets

Perceived Bene.ts of VDP /1:1 Print Personalization

Perceived Barriers to VDP/1:1 Print Personalization

Have You Worked on VDP Jobs?

How Would You Classify These Jobs?

How Are These Volumes Changing?

What Devices Are You Using to Output These Jobs?

Variable Data Print: Publishers

Have You Implemented Variable Data Printing?

How Would You Classify Those Jobs?

For Which Products Are You Using VDP?

How Is Your Use of VDP Changing?

Primary Technology Used to Output VDP

Perceived Bene.ts of Variable Data Printing

Perceived Barriers to Variable Data Printing

Conclusions

Introduction

Shifts That Demand Attention

It’s Not Just About Four-Color Presses

Change in the Customer Environment

Section 1: Variable Data Printing: Graphic Arts Firms

Digital Color VDP as Sales Opportunity

Variable Data Printing Adoption—In-House and Outsourced

How Sophisticated Are These Jobs? All Graphic Arts Firms

How Has This Changed Over Time?

How Sophisticated Are These Jobs? Digital Printers

Commercial vs. Transactional Mix

How Has This Changed Over Time?

Primary Technology Used for Output

All Graphic Arts Firms

Change Over Time

Digital Printers

VDP as a Percent of Overall Revenues

How Has This Changed Over Time?

Changes in VDP Volume

Simple Addressing/Mail-Merge Type Jobs

Pre-Printed O.set Shells Customized/Personalized With Digital Printing

Full-Color Variable-Image, Variable-Text Jobs With 1-12 Variable Fields

Full-Color Variable-Image, Variable-Text Jobs With 13+ Variable Fields

B&W Variable-Image, Variable-Text Jobs with 1-12 Variable Fields

Customized Web Site for Personalized/On-Demand Printing

Section 2: Variable Data Printing: Creative Markets

VDP/1:1 Print Personalization as a Sales Opportunity

Perceived Benefits of VDP /1:1 Print Personalization

Perceived Barriers to VDP/1:1 Print Personalization

Attitudes Toward Digital Print Quality

Have You Worked on VDP Jobs?

How Would You Classify These Jobs?

How Are These Volumes Changing?

What Devices Are You Using to Output These Jobs?

Section 3: Variable Data Print: Publishers

Variable Data Printing as a Sales Opportunity

Variable Data Printing as a Challenge

Have You Implemented Variable Data Printing?

How Would You Classify Those Jobs?

For Which Products Are You Using VDP?

How Is Your Use of VDP Changing?

Primary Technology Used to Output VDP

Perceived Benefits of Variable Data Printing

Perceived Barriers to Variable Data Printing

Section 4: Conclusions

Commercial Printers

The Creative Markets

Publishing

Something Interesting…Did You Notice?

Appendix: Industry Measure Methodology

The Industry Measure Today

Historic Background

Survey Design

Survey Sampling, Incentives, and Response Rates

Sampling Strategy

Non-Response Bias

Other Background Research

Who’s Who at The Industry Measure

The Industry Measure Report Editorial and Production Sta.

Table of Figures

Figure 1: Have You Produced a VDP Job in the Past 12 Months? All Graphic Arts Firms, Fall 2006

Figure 2: How Sophisticated Are These Jobs? All Graphic Arts Firms, Fall 2006

Figure 3: Are Your Variable Data Printing Jobs Primarily Commercial or Transactional? All Graphic Arts Firms, Fall 2006

Figure 4: What Is the Primary Output Technology Used for Your VDP Jobs? All Graphic Arts Firms, Fall 2006

Figure 5: What Percentage of Your Overall Revenues Are Your VDP Jobs? All Graphic Arts Firms vs. Digital Printers, Fall 2006

Figure 6: What Do You Perceive as the Primary Benefits to Personalized, Customized, Variable-Data Jobs? All Creative Firms, Summer 2004 vs. Summer 2006

Figure 7: What Do You Perceive as the Primary Barriers to Personalized, Customized, Variable-Data Jobs? All Creative Firms, Summer 2004 vs. Summer 2006

Figure 8: Have You Worked on Personalized, Customized, Variable-Data, or Other Types of Targeted Print Jobs in the Past 12 Months? All Creatives, Summer 2006

Figure 9: How Would You Classify Those Jobs? All Creative Firms, Summer 2004 vs. Summer 2006

Figure 10: Are Your Personalized, Customized, Variable-Data, or Targeted Print Jobs Increasing? Decreasing? Staying the Same? All Creative Markets, Summer 2004 vs. Summer 2006

Figure 11: What Is the Primary Printing Technology Used to Output Your Personalized, Customized, Variable-Data, or Other Types of Targeted Print Jobs? All Creative Markets, Summer 2004 vs. Summer 2006

Figure 12: Has Your Company Implemented Personalized, Customized, Variable-Data, or Other Types of Targeted Printing? All Publishers, Summer 2006

Figure 13: How Would You Classify Those Jobs? All Publishers, Summer 2006

Figure 14: For Which of the Following Print Products Have You Used Personalized, Customized, Variable Data, or Other Types of Targeted Printing? All Publishers , Summer 2006

Figure 15: Is Your Company’s Use of Personalized, Customized, or Variable-Data Printing Increasing, Decreasing, or Staying the Same? All Publishers, Summer 2006

Figure 16: What Is the Primary Printing Technology Used to Output Your Personalized, Customized, Variable-Data, or Other Types of Targeted Print Materials? All Publishers, Summer 2006

Figure 17: What Do You Perceive as the Primary Benefits of Personalized, Customized, Variable-Data Printing? All Publishers, Summer 2006

Figure 18: What Do You Perceive as the Primary Barriers to Personalized, Customized, Variable-Data Printing? All Publishers, Summer 2006

Figure 19: “Digital Color Variable Data Print Jobs” as a Top Sales Opportunity, All Graphic Arts Firms, Comm’l / Quick, Trade Shops, 2000-2006

Figure 20: “Digital Color Variable Data Print Jobs” Using Desktop Printers, Color Copiers, and Digital Presses, as a Top Sales Opportunity, All Graphic Arts Firms, 2001-2006

Figure 21: Have You Produced a VDP Job in the Past 12 Months? All Graphic Arts Firms, Fall 2006

Figure 22: Have You Produced a VDP Job in the Past 12 Months? Digital Printers, Fall 2006

Figure 23: How Sophisticated Are These Jobs? All Graphic Arts Firms, Fall 2006

Figure 24: How Sophisticated Are These Jobs? All Graphic Arts Firms vs. Digital Printers, Fall 2006

Figure 25: Are Your Variable Data Printing Jobs Primarily Commercial or Transactional? All Graphic Arts Firms, Fall 2006

Figure 26: What Is the Primary Output Technology Used for Your VDP Jobs? All Graphic Arts Firms, Fall 2006

Figure 27: What Percentage of Your Overall Revenues Are Your VDP Jobs? All Graphic Arts Firms vs. Digital Printers, Fall 2006

Figure 28: What Percentage Are VDP Jobs of Your Overall Revenues? All Graphic Arts Firms, Spring 2005 vs. Fall 2006

Figure 29: What Percentage Are VDP Jobs of Your Overall Revenues? Digital Printers, Spring 2005 vs. Fall 2006

Figure 30: How Are Your Volumes of “Simple Addressing/Mail-Merge Type Jobs” Changing? All Graphic Arts Firms, Spring 2005 vs. Fall 2006

Figure 31: How Are Your Volumes of “Simple Addressing/Mail-Merge Type Jobs” Changing? Digital Printers, Spring 2005 vs. Fall 2006

Figure 32: Pre-Printed Offset Shells Customized/Personalized With Digital Printing, All Graphic Arts Firms, Spring 2005 vs. Fall 2006

Figure 33: Pre-Printed Offset Shells Customized/Personalized w/Digital Printing, Digital Printers, Spring 2005 vs. Fall 2006

Figure 34: How Are Your Volumes of “Full-Color Variable-Image, Variable-Text Jobs w/1-12 Variable Fields” Changing? All Graphic Arts Firms, Spring 2005 vs. Fall 2006

Figure 35: How Are Your Volumes of “Full-Color Variable-Image, Variable-Text Jobs w/1-12 Variable Fields” Changing? Digital Printers, Spring 2005 vs. Fall 2006

Figure 36: How Are Your Volumes of “Full-Color Variable-Image, Variable-Text Jobs with 13+ Variable Fields” Changing? All Graphic Arts Firms, Spring 2005 vs. Fall 2006

Figure 37: How Are Your Volumes of “Full-Color Variable-Image, Variable-Text Jobs with 13+ Variable Fields” Changing? Digital Printers, Spring 2005 vs. Fall 2006

Figure 38: How Are Your Volumes of “B&W Variable-Image, Variable-Text Jobs with 1-12 Variable Fields” Changing? All Graphic Arts Firms, Spring 2005 vs. Fall 2006

Figure 39: How Are Your Volumes of “B&W Variable-Image, Variable-Text Jobs with 1-12 Variable Fields” Changing? Digital Printers, Spring 2005 vs. Fall 2006

Figure 40: How Are Your Volumes of “B&W Variable-Image, Variable-Text Jobs with 13+ Variable Fields” Changing? All Graphic Arts Firms, Spring 2005 vs. Fall 2006

Figure 41: How Are Your Volumes of “B&W Variable-Image, Variable-Text Jobs with 13+ Variable Fields” Changing? Digital Printers, Spring 2005 vs. Fall 2006

Figure 42: How Are Your Volumes of “Customized Web Sites for Personalized/On-Demand Printing” Changing? All Graphic Arts Firms, Spring 2005 vs. Fall 2006

Figure 43: How Are Your Volumes of “Customized Web Sites for Personalized/On-Demand Printing” Changing? Digital Printers, Spring 2005 vs. Fall 2006

Figure 44: “Variable Data Printing” as a Top Sales Opportunity, by Creative Market, 1999-2006

Figure 45: What Do You Perceive as the Primary Benefits to Personalized, Customized, Variable-Data Jobs? All Creative Firms, Summer 2004 vs. Summer 2006

Figure 46: What Do You Perceive as the Primary Barriers to Personalized, Customized, Variable-Data Jobs? All Creative Firms, Summer 2004 vs. Summer 2006

Figure 47: Have You Worked on Personalized, Customized, Variable-Data, or Other Types of Targeted Print Jobs in the Past 12 Months? All Creatives, Summer 2006

Figure 48: How Would You Classify Those Jobs? All Creative Firms, Summer 2004 vs. Summer 2006

Figure 49: Are Your Personalized, Customized, Variable-Data, or Targeted Print Jobs Increasing? Decreasing? Staying the Same? All Creative Markets, Summer 2004 vs. Summer 2006

Figure 50: What Is the Primary Printing Technology Used to Output Your Personalized, Customized, Variable-Data, or Other Types of Targeted Print Jobs? All Creative Markets, Summer 2004 vs. Summer 2006

Figure 51: Variable Data Printing as a Top Sales Opportunity, by Publisher Segment, 2000-2006

Figure 52: “Customization with Variable Data Printing” as a Top Business Challenge, by Publisher Segment, 2000-2006

Figure 53: “Helping Clients Understand the Benefits and Uses of Variable Data,” by Publisher Segment, 2004-2006

Figure 54: Has Your Company Implemented Personalized, Customized, Variable-Data, or Other Types of Targeted Printing? All Publishers, Summer 2006

Figure 55: How Would You Classify Those Jobs? All Publishers, Summer 2006

Figure 56: For Which of the Following Print Products Have You Used Personalized, Customized, Variable Data, or Other Types of Targeted Printing? All Publishers, Summer 2006

Figure 57: Is Your Company’s Use of Personalized, Customized, or Variable-Data Printing Increasing, Decreasing, or Staying the Same? All Publishers, Summer 2006

Figure 58: What Is the Primary Printing Technology Used to Output Your Personalized, Customized, Variable-Data, or Other Types of Targeted Print Materials? All Publishers, Summer 2006

Figure 59: What Do You Perceive as the Primary Benefits of Personalized, Customized, Variable-Data Printing? All Publishers, Summer 2006

Figure 60: What Do You Perceive as the Primary Barriers to Personalized, Customized, Variable-Data Printing? All Publishers, Summer 2006

Table of Tables

Table 1: Have You Produced a VDP Job in the Past 12 Months? By Business Segment, Spring 2005 vs. Fall 2006

Table 2: How Sophisticated Are These Jobs? All Graphic Arts Firms, Spring 2005 vs. Fall 2006

Table 3: How Sophisticated Are These Jobs? By Business Segment, Spring 2005 vs. Fall 2006

Table 4: Are Your Variable Data Printing Jobs Primarily Commercial or Transactional? By Business Segment, Fall 2005 vs. Fall 2006 Table 5: What Percent of Your Variable Data Printing Jobs Are Commercial vs. Transactional? By Business Segment, Fall 2005 vs. Fall 2006

Table 6: What Is the Primary Output Technology Used for Your VDP Jobs? All Graphic Arts Firms, Spring 2005 vs. Fall 2006

Table 7: What Is the Primary Output Technology Used for Your VDP Jobs? Digital Printers, Spring 2005 vs. Fall 2006

Table 8: What Is the Primary Output Technology Used for Your VDP Jobs? By Business Segment, Spring 2005 vs. Fall 2006

Table 9: What Percentage Are VDP Jobs of Your Overall Revenues? By Business Segment, Spring 2005 vs. Fall 2006

Table 10: How Are Your Volumes of “Simple Addressing/Mail-Merge Type Jobs” Changing? By Major Graphic Arts Segment, Spring 2005 vs. Fall 2006

Table 11: How Are Your Volumes of “Pre-Printed Offset Shells Customized With Digital Printing” Changing? By Major Graphic Arts Segment, Spring 2005 vs. Fall 2006

Table 12: How Are Your Volumes of “Full-Color Variable-Image, Variable-Text Jobs With 1-12 Variable Fields” Changing? By Business Segment, Spring 2005 vs. Fall 2006

Table 13: How Are Your Volumes of “Full-Color Variable-Image, Variable-Text Jobs with 13+ Variable Fields” Changing? By Business Segment, Spring 2005 vs. Fall 2006

Table 14: How Are Your Volumes of “B&W Variable-Image, Variable-Text Jobs With 1-12 Variable Fields” Changing? By Business Segment, Spring 2005 vs. Fall 2006

Table 15: How Are Your Volumes of “B&W Variable-Image, Variable-Text Jobs With 13+ Variable Fields” Changing? By Business Segment, Spring 2005 vs. Fall 2006

Table 16: How Are Your Volumes of “Customized Web Sites for Personalized/On-Demand Printing” Changing? By Business Segment, Spring 2005 vs. Fall 2006

Table 17: What Do You Perceive as the Primary Benefits to Personalized, Customized, Variable-Data Jobs? By Creative Market, Summer 2004 vs. Summer 2006

Table 18: What Do You Perceive as the Primary Barriers to Personalized, Customized, or Variable-Data Jobs? By Creative Segment, Summer 2004 vs. Summer 2006

Table 19: Please Rate the Following Printing Characteristics on a Scale of 1 to 5: (5 being very satisfied and 1 being very dissatisfied), All Creatives, Winter 2006/2007

Table 20: Have You Worked on Personalized, Customized, Variable-Data, or Other Types of Targeted Print Jobs in the Past 12 Months? By Creative Market, Summer 2006 vs. Summer 2004

Table 21: How Would You Classify Those Jobs? By Creative Market, Summer 2006 vs. Summer 2004

Table 22: Are Your Personalized, Customized, Variable-Data, or Targeted Print Jobs Increasing? Decreasing? Staying the Same? By Creative Market, Summer 2006 vs. Summer 2004

Table 23: What Is the Primary Printing Technology Used to Output Your Personalized, Customized, Variable-Data, or Other Types of Targeted Print Jobs? By Creative Market, Summer 2004 vs. Summer 2006

Table 24: Has Your Company Implemented Personalized, Customized, Variable-Data, or Other Types of Targeted Printing? By Publisher Segment, Summer 2006

Table 25: How Would You Classify Those Jobs? By Publisher Segment, Summer 2006

Table 26: For Which of the Following Print Products Have You Used Personalized, Customized, Variable Data, or Other Types of Targeted Printing? By Publisher Segment, Summer 2006

Table 27: Is Your Company’s Use of Personalized, Customized, or Variable-Data Printing Increasing, Decreasing, or Staying the Same? By Publisher Segment, Summer 2006

Table 28: What Is the Primary Printing Technology Used to Output Your Personalized, Customized, Variable-Data, or Other Types of Targeted Print Materials? By Publisher Segment, Summer 2006

Table 29: What Do You Perceive as the Primary Benefits of Personalized, Customized, Variable-Data Printing? By Publisher Segment, Summer 2006

Table 30: What Do You Perceive as the Primary Barriers to Personalized, Customized, or Variable-Data Printing? By Publisher Segment, Summer 2006