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  What is Variable-Data
  Printing?


  "Variable-data printing"
  is a form of
  on-demand printing
  in which all the
  documents in a print
  run are similar but not
  identical. For example,
  if you are printing
  personalized letters to
  be mailed to your
  customers, each
  letter probably
  has the same basic
  layout, but there is
  a different customer
  name and address on
  each letter.

  When you use your
  word-processing
  software to do a mail
  merge, you are doing
  a simple form of
  variable-data printing.

  These days, variable-
  data printing can go
  far beyond printing
  different names and
  addresses on a
  document. There are
  systems that let you
  insert different graphics
  into a document,
  change the layout
  and/or the number of
  pages, print a unique
  bar code on each
  document, use color
  extensively, and more.

  In recent years, the
  concept of creating
  variable-data
  documents has been
  extended to non-paper
  documents such as
  PDF documents
  and HTML documents and.
  email messages.
  The term
 "variable-data printing
  and publishing"
  encompasses both
  paper documents and
  on-line documents.

  The process of variable-
  data printing and
  publishing is known
  by several other names.
  Some of them are:
  "personalized publishing,"
  "personalization,"
  "customized publishing,"
  "database publishing,"
  "one-to-one publishing."
 
MYTHS and facts about
variable-data printing
& publishing
 
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 Specialists in variable-data publishing since 1986
 
www.CitationSoftware.com     info@CitationSoftware.com


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The "QUESTION" and "ANSWER" information below was written in 2002, and the evolution of PPML has taken some twists and turns since then.

PPML was supposed to be a standard file format. However, what has actually happened is that there are several different "flavors" of PPML. Market forces are responsible for this. That is: for business reasons, some manufacturers of printers and RIPs have found that it is advantageous for them to support their own, proprietary versions of the PPML specification.

For example, some variable-data-printing solutions are capable of generating two different kinds of PPML output:
  1. PPML that is geared for software and equipment made by EFI
  2. PPML that is geared for software and equipment made by HP (Hewlett-Packard)
What does this mean to you, the user or potential user of software and printers/RIPs that support PPML?

It means that if you're planning to purchase software and/or a printer/RIP to do variable-data printing, and if you're planning to rely on PPML output, you should definitely take it upon yourself to make sure that the software and the printer/RIP work together properly before you make the investment. Reputable software vendors and printer/RIP vendors will offer you an opportunity to do such testing free of charge before you commit to a purchase.

When performing your tests, try to think of the most complicated kinds of documents that you're likely to produce, and focus on documents like those.

REMEMBER: Just because the literature for a particular software solution claims support for PPML, it doesn't mean that the PPML code generated by that software solution will work properly with all printers & RIPs that claim to support PPML — and vice versa.




QUESTION: What is PPML?

ANSWER: PPML stands for Personalized Print Markup Language. Here is a basic definition:
PPML is an XML-based language for variable-data printing.
Below, we'll flesh out this definition as we talk more about exactly what PPML is and what it does. But first, let's talk about where PPML came from, and why.


Who Developed PPML?

PPML was developed by The Digital Printing Initiative (PODi). PODi, formerly known as the Print On Demand Initiative, is a not-for-profit multi-vendor initiative that's working to develop the market for digital printing.

Quite a few high-profile companies belong to PODi. Here is a list of some of them:
  • Adobe Systems Incorporated
  • Barco
  • Canon
  • CreoScitex
  • Electronics for Imaging (EFI)
  • Epson
  • Hewlett-Packard
  • IBM
  • Indigo
  • Lexmark
  • NexPress
  • Nimblefish
  • Noosh
  • Oce
  • Pageflex
  • Xeikon
  • Xerox.

Why Did PODi Think There Was a Need for PPML?

To understand why PODi thought that PPML was needed, you first need to understand that variable-data print jobs are likely to print more slowly than non-variable-data print jobs. Depending on the types of documents you are printing, this can be a mild problem, a moderate problem, or a very severe problem. In some situations, variable-data print jobs print so slowly that it might not even be profitable for a printing company to take on such jobs.

This degradation in print speed is one of the major challenges faced by printing companies that want to participate in the variable-data-printing marketplace. While they were developing the PPML specification, the PODi members devoted much attention to this issue.


Why Do Variable-Data Jobs Print Slowly?

As we've said, a variable-data print job will probably take longer to print than a similar, non-variable-data print job. This happens because - with the variable-data-print job - the code for each and every text element and the code for each and every graphic element on each and every page must be sent to the printer/RIP each time that a customized version of that page is printed, and the printer/RIP must rasterize all of this code each time it is sent. ("Rasterization" is the process of converting code that describes text and graphics into the format that is required by the "print engine," which is the machinery that actually puts the marks on the page.)

This is not the case with non-variable-data print jobs. With a non-variable-data print job, the code for the text elements and graphic elements on each page must be sent to the printer/RIP and rasterized by the printer/RIP only once; then the printer can print as many copies as required.

A simple example will illustrate this concept.
Let's say that you run an automobile dealership, and you are going to print 300 copies of a single-page marketing brochure that will be mailed to potential customers whose names and addresses are contained in a mailing list. The brochure has a picture of the latest model of your manufacturer's SUV; and it also has some text that gives the name, street address, phone number, Web-site address, and business hours for your dealership.

If you are truly printing "copies" (i.e., if all the brochures are identical), the code that describes the brochure's text and graphic elements will be sent to your printer/RIP by your computer only once. The printer/RIP will rasterize this code, and then it will print the 300 brochures. The computer doesn't need to download the code for the text and graphics 300 times, and the printer/RIP doesn't need to rasterize the code 300 times. Instead, the computer downloads the information once, and the printer/RIP rasterizes it once and keeps the raster image (the result of the rasterization process) in memory until the 300 pages have been printed.

Now let's say that you decide to customize the brochures in some way. For example, you might decide to tailor the picture of the car on the brochure to the anticipated preferences of the person to whom it will be mailed.

You decide that a person's age might be a good indicator of the type of car that he or she might be interested in. Fortunately for you, your mailing list contains each person's birth date as well as the person's name and address. So you decide to put a photo of an economy car on the brochure that will be mailed to people under the age of 25 (these folks are probably in college or are just starting out in their careers), you decide to put a photo of an SUV on the brochures that you will mail to people between the ages of 25 and 50 (many of these individuals probably have children and are likely to want a large, rugged vehicle), and you decide to put a photo of a luxury sedan on the brochures to be mailed to people over the age of 50 (these people are likely to be more affluent and are likely to place a higher value on comfort than the other two age groups).

Now - unless you are utilizing special variable-data-printing technology - when it's time to print the 300 customized brochures, your computer will need to download the code for 300 pages of text and graphics to your printer/RIP instead of downloading the code for just one page, and the printer/RIP will need to rasterize 300 pages of code instead of rasterizing one page of code. Why? Because printers/RIPs are generally "page-oriented." In other words, a page is the smallest printed element that a printer/RIP deals with. Because of this, if you are printing multiple pages that are not 100% identical, your printer/RIP needs to get the entire description of each page to be printed.

It's a Problem of Redundancy Problem!

If you think about the situation described above, it becomes obvious that what's needed is some way to eliminate redundancy. In this example, only three different photos are being used (the economy car, the SUV, and the luxury sedan). Nevertheless, your computer has to download code for 300 photos, and your printer/RIP has to process all of this code. Furthermore, your computer has to download the code for the text on the brochure 300 times, and your printer/RIP has to process this code 300 times - even though exactly the same text is being used on all of the brochures.

So now you can understand why print speed is a major challenge when dealing with variable-data printing.


Print Optimization

Various hardware and software vendors have developed proprietary technologies to address the problem described above and thus make variable-data print jobs print faster. These technologies are sometimes known as "print-optimization technologies." Some of the print-optimization technologies in use currently are:
  • Diamond Merge from ColorAge
  • Fiery Free Form and Fiery Free Form 2 from EFI
  • Optimized PostScript from Atlas Software
  • VariScript from Varis
  • VIPP from Xerox
  • VPS from CreoScitex.

PODi Decides That a Common Technology is Needed

Sometime around 1998, several of the major PODi member organizations came to understand that the market potential of digital-printing technology had not been realized — even though it has been possible to print high-quality, full-color, personalized documents since the advent of digital printing in 1993. One reason that the digital-printing market had not been exploited fully was the lack of a standardized methodology for printing color pages with high-quality, reusable content.

(Color pages with high-quality, reusable content, such as photos, pose a special challenge for variable-data-printing projects. That's because large amounts of data are required to represent these color elements, and — as you've seen - the need to transfer data to the printer/RIP multiple times slows down the printing process.)

Although the print-optimization technologies listed above had gone a long way toward meeting the challenge of making variable-data jobs print faster by reducing redundancy, the lack of a common technology made it difficult for interested developers of variable-data-printing applications and devices to anticipate a broad market. The PODi member organizations knew that the absence of a common print-optimization methodology also made it confusing and risky for printing companies to venture into the variable-data-printing marketplace.

To address this problem, several major PODi member organizations voted in 1999 to develop a new print language for personalized printing. PPML is the language that came out of this development effort.


How Does PPML Work?

PPML makes variable-data jobs print faster by allowing a printer to store text elements and graphic elements and re-use them as needed. This eliminates the need to send the same code to the printer/RIP multiple times during the same print job.

PPML accomplishes this in two ways:
  1. By allowing printers to understand and manipulate the components (objects) that make up a page. This concept is referred to as "object-level granularity."
  2. By allowing application developers to write code that attaches names to objects and re-uses the objects as needed during the process of printing a variable-data job.
Remember, we said earlier that printers generally don't understand anything smaller than a page. This change from "page-level granularity" to "object-level granularity" is a major step forward.


PPML Workflow

In a PPML workflow, there is a PPML Producer and a PPML Consumer.
A PPML Producer is anything that produces PPML code. Typically, a PPML Producer is an application or a driver.

A PPML Consumer is a device, process, or system that reads and interprets PPML code. Typically, a PPML Consumer is a printer, RIP or Digital Front End (DFE).




How Should I Go About Setting Up a PPML-based Variable-Data-Printing System?

If you are thinking about using PPML technology in your workflow, your best bet is to go with a PPML Producer and PPML Consumer that were designed to work together or were at least tested together.

Why?

All PPML Producer implementations are not identical, nor are all PPML Consumer implementations identical. In some cases, the differences can be attributed to the fact that PPML technology is not yet mature. In other cases, there are differences among PPML systems from various vendors because some vendors have chosen not to support certain parts of the PPML specification. For example, some PPML Producers and PPML Consumers support imposition while others do not.

Bottom line (we've said this once, but we'll say it again because it bears repeating): to minimize compatibility problems when creating a PPML-based variable-data-printing system, invest in system components that were designed to work together or at least were tested together.
 




    
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