Recap of On Demand Digital Printing & Publishing Conference,
New York City, April 22-25, 2002
MAY 1, 2002 — The 2002 On Demand Digital Printing & Publishing Conference
(aka the "On Demand Expo")
was held April 22-25, 2002
at the Jacob Javits Center in New York City.
Citation Software personnel spent the week
at On Demand. Here is our report on some of
the information that was presented there and
on some of the new and improved products that
were being demonstrated.
First — the show appeared to be very well
attended. We spoke with many of the exhibitors,
and they all said that they were pleased with
the traffic. Representatives from CAP Ventures,
the company that produced the event, also
stated that they were pleased with the turnout.
As expected, the topic of variable-data publishing
received much attention. Two basic themes were
stated repeatedly at various On Demand venues:
Although Citation Software personnel were very busy
with scheduled meetings and with visits to exhibitor
booths on the show floor, some of the Citation
Software Inc. folks did find time to attend a few
of the On Demand 2002 educational sessions and
events. Here is a synopsis of some of the
discussions that took place:
- Direct-marketing programs based on variable-data publishing can
be very successful in terms of return on investment.
- Cross-media variable-data publishing is
becoming increasingly important. In this context,
the term "cross-media" denotes
printing on paper and/or publishing to the Web
and/or publishing to eBook devices and/or
publishing to hand-held devices (e.g., Palm).
Xerox DataGlyphTM Technology
There were many other interesting and
informative sessions and events at On Demand 2002,
but we've only reported on the sessions and
events mentioned above because those are
the sessions and events that we attended. Note,
however, that additional information about some
of the On Demand 2002 sessions and events is
available on the CAP Ventures Web site (www.capv.com).
On Tuesday, April 23rd, at a session entitled
"Crossing the Cross-Media Divide: Moving
Your Expertise Beyond Paper," a
very interesting presentation was given by
Robert S. Bauer, Ph.D., Vice President and
Chief Technology Officer of Xerox Global
Services. Dr. Bauer is based at the
prestigious Palo Alto Research Center (PARC)).
Dr. Bauer covered several important
topics in his talk, but in our opinion the
most interesting topic was Xerox DataGlyphs.
A Xerox DataGlyph is a printed format that can be
used to print graphic elements that contain
data that cannot be read by the human eye.
A Xerox DataGlyph is a type of "two-dimensional symbology"
DataGlyph codes represent a new way for
people, documents, and machines to
communicate. They allow a document to
carry thousands of bytes of digital
information in unobtrusive gray patterns
that can appear as backgrounds, shade
patterns, or conventional graphic-design
elements. These patterns can contain
digitally encoded information that can be
used for finishing instructions,
authenticity verification, print
verification, and many other applications.
For more information about this interesting
technology, visit http://www.parc.com/solutions/dataglyphs.
Business Issues Attendant To Cross-Media Variable-Data Publishing
Another presenter at the April 23rd "Crossing the Cross-Media Divide..."
session was Harvey Levinson, Ph.D. Dr.Levinson is
Department Head of Graphic Communication at
California Polytechnic State University. His
presentation focused for the most part on the
business aspects of cross-media publishing.
One of the topics that he discussed was
"market cannibalization" and how to avoid it.
Market cannibalization is defined by
as "The negative impact a new product has
on the sales performance of a company's existing,
related products." (In other words,
cannibalization means that "you are eating
your own market.")
Dr. Levinson stated that printing companies that
venture into cross-media publishing can ameliorate
the cannibalization effect by charging customers
for generating electronic documents, thus
for money lost on print business.
He also presented insight regarding how to
customers to use variable-data-publishing for
their marketing campaigns. He gave this simple
formula, which can be applied to almost any
print-based direct-marketing campaign:
Divide the cost
of an offset-printing project by the number
of leads that it generates; then divide the
cost of a variable-data-printing project by
the number of leads it generates. The variable-data-printing
project wins, virtually every time.
Another of Dr. Levinson's topics was "how to
motivate sales people to sell variable-data printing & publishing."
He said that it's simple: you motivate them with
money. He gave examples of poorly structured
compensation programs that did not reward
salespeople well (or at all) for selling
variable-data printing & publishing.
Dr. Levinson also explained how digital-watermarking
technology is being used on printed packaging
and promotional pieces. The technology works
like this: a Web-site URL is embedded in a
digital watermark that is printed on a package
or on a promotional item. A prospective customer
who has a digital camera attached to his computer
need only hold the printed piece in front of
the digital camera, and his browser will go
automatically to the specified URL.
How To Create A Cross-Media Variable-Data-Publishing System
Cynthia L. Leslie, Citation Software's President, was
also on the panel at the April 23rd
"Crossing The Cross-Media Divide..." session.
Her presentation was focused for the most part
on variable-data-publishing systems that print
documents on paper and also generate documents
in HTML format or PDF format for Internet
Ms. Leslie made the point that you don't have to
be a programmer to create variable-data documents,
because today's state-of-the-art variable-data-publishing
systems provide a point-and-click interface that
allow a non-programmer to set up a system that produces variable-data
documents. She also stated that the ideal
cross-media variable-data-publishing system
is one that is easy to use, is easy to maintain,
works well with the equipment that you own or plan
to buy, exploits your employees' current skill sets,
meets future needs as well as current needs,
and is not too expensive. She explained how these
criteria can be met.
Ms. Leslie also stressed that — in
most cases —
it's not a good idea to write your own software
for creating variable-data documents, because
you can buy off-the-shelf solutions that will
do the job. In addition, she said that it's
definitely not a good idea to create two
different systems for generating variable-data
documents (one for paper documents and one for
A Microsoft PowerPoint file containing Ms. Leslie's
presentation is available at the following location:
Presentation By Charlie Corr of CAP Ventures
CAP Ventures, the company that produced the
On Demand 2002 conference, graciously hosted
an Executive Breakfast on Wednesday, April 24th.
Charlie Corr of CAP Ventures gave a briefing.
Here are some of the highlights:
He gave the following advice to solution providers:
- The following markets are in decline: analog copiers, data-center black & white printers, spot-color printers
- The following markets are growing: variable-data printing, print-and-mail operations
- He gave the following advice to print providers:
- Drop the price of production color to 25 cents per page and your business
will increase dramatically
- Focus on open solutions as opposed to proprietary ones
- Extend substrate support and provide Pantone
color matching on digital color devices
- Focus on process improvements
- Look for customers whose companies are growing
- Develop metrics to facilitate market knowledge
- Adopt open standards
- Clearly illustrate benefits and value proposition
Presentation By Holly Muscolino of CAP Ventures
Another presenter at the April 24th CAP Ventures
Executive Breakfast was Holly Muscolino of
CAP Ventures. In her talk, she identified the following
- There is a growing focus on process innovation and workflow efficiency
- There is wider acceptance and growth of outsourcing
- There is continued growth in non-print services
- There are changes in end-user requirements and processes
- The role of the Internet and e-business is growing rapidly
- Print-on-demand business continues to grow as new digital technology is offered
Presentation By Michael Maziarka of CAP Ventures
Michael Maziarka of CAP Ventures
also delivered a presentation at the April 24th Executive Breakfast. His
talk focused on content strategy. He gave the
following reasons why organizations need a
- Information anytime, anywhere: Multi-channel delivery
- Knowledge Management: Collaboration
- Capturing Attention: Rich media
- Customer Service: Personalization
- Global Markets: Localization
- Time-to-market: Productivity and efficiency
All of the presentations that were delivered at the
April 24th Executive Breakfast are contained in
a PDF file that can be found at the following
location on the CAP Ventures Web site:
Synopsis of Presentation by Elaine Wilde, Xerox
Those who attended the morning session of the On Demand 2002
"1:1 Marketing Forum" on Wednesday, April 24th,
had to opportunity to hear a talk given by
Elaine Wilde, General Manager of Worldwide
Graphic Arts for Xerox (www.xerox.com).
Ms. Wilde said that
much of her time is devoted to visiting users
of Xerox equipment and solutions, so she spends
a lot of time at printing companies and in
corporate in-house print departments, etc.
She stated that she has identified three distinct
personalities in the printing industry:
She believes that an industry shake-down is on the
horizon — that is, some printing companies will
not survive, but others will become stronger.
The ones that embrace technology are the ones
that will grow in strength.
- printers that are happy and excited about
the new 1:1 opportunities
- printers that are somewhat worried and
confused because of the current industry
focus on 1:1 communications
- printers that are so discouraged about
the focus on 1:1 communications that they're
pretty much ready to get out of the printing business.
Highlights of Keynote Address Given by David Sable, Wunderman
The keynote address for the On Demand 2002
April 24th "1:1 Marketing Forum" was delivered by David Sable,
President of Wunderman (www.wunderman.com.
The Wunderman company is a recognized leader in
In his talk, Mr. Sable focused on the idea that
it is very important to build relationships with
your customers. He also explained that in
some industries and under some circumstances it
is difficult or nearly impossible to do that.
For example, he said that it's hard for companies in the
consumer-electronics industry to build relationships with their customers.
Mr. Sable pointed out that Dell Computer Corporation
is really good at building customer relationships.
Dell depends on Customer Relationship Management (CRM)
technology to build and maintain customer
He also stated that print-based marketing
programs and the U.S. Postal Service are very
important today, in spite of the fact that
much attention is devoted to Web-based
marketing programs. According to Mr. Sable,
only 40% of U.S. households are on line — so
you really can't depend solely on Web-based marketing
campaigns to reach potential customers (unless
you know for sure that most of the prospects that you're targeting
are on line).
Highlights of Presentation by Ann Maria Boggio of Spiral Binding Company and Colin Doyle of WellConnected
Also at the morning session of the April 24th
"1:1 Marketing Forum," Anna Maria Boggio, Director of Marketing & National Accounts for
Spiral Binding Company, teamed up with Colin Doyle,
Vice President of WellConnected, to give a presentation
that focused on a direct-marketing program that's
in use currently at Spiral Binding. Here are two
of the key points that were made by Ms. Boggio and
- Spiral Binding uses Business Reply Cards extensively in their direct-marketing program
- They also used incentive gifts extensively. According to Mr.
Doyle, the following incentive gifts are often very effective: engraved writing instruments,
personalized books & planners, executive items.
Highlights of Presentation Given by Jim Lewis of Relationship Marketing
Jim Lewis, President of Relationship Marketing, also
gave a talk during the morning session of the
On Demand 2002 "1:1 Marketing Forum." Here are
two of his key points:
- A customer relationship that is built on
convenience is very valuable
- If you're trying to convince a customer or
prospect to buy into a direct-marketing
program that is based on personalized
communications, don't let the customer or
prospect try to convince you to obtain
empirical data for similar programs. He says
that good data is hard to find, because
many companies that are succeeding with
direct-marketing programs based on
personalized communications are not willing
to share information about their technologies
or their returns on investment.
As mentioned above, Citation Software personnel
spent considerable time on the exhibit floor
at On Demand 2002. Here is our rundown on some of the new
software products that were demonstrated, along with some
information about other not-so-new but
great products that were shown there:
New Versions Of PrintShop Mail Demonstrated By Atlas Software
Atlas Software (www.printshopmail.com)
demonstrated new Windows and Macintosh
versions of their "PrintShop Mail"
variable-data-publishing products at On Demand 2002.
products, which were launched at IPEX 2002 in
Europe earlier this month, contain quite a few
enhancements that will be welcomed by current
PrintShop Mail users and should be of interest
to anyone who is considering using PrintShop Mail
for variable-data printing & publishing.
Compared to the previous "PrintShop Mail 98"
version, the new PrintShop Mail Windows version,
" PrintShop Mail 4.0 Windows Edition (WE),"
runs variable-data print jobs faster and has an
improved graphical user interface. It includes
many new features and improvements related to
design/layout, text objects, images,
databases, variables and printing technologies.
This new version also features support for
Unicode and dual-byte characters, and it
includes an "AutoPrint"
feature that allows users to automate
production of variable-data documents.
The new PrintShop Mail Macintosh 4.3
version is an update from the Macintosh 4.2
version. Most notably, this new Macintosh version
has support for PDF image files, features the
new PPML technology, and includes a "Hot Folder"
function which enables users to automate
production of variable-data print jobs.
NOTE: Registered users of PrintShop Mail can download the
new versions free of charge from
To get more information about PrintShop Mail and to obtain a
free demo version of the PrintShop Mail software, visit
(scroll down to "Variable-data-publishing
software from Atlas Software BV").
Three New Products Announced By GMC Technology
At On Demand 2002 (and also at IPEX 2002),
GMC Technology (www.gmc.net)
announced three new products:
For more details, visit www.gmc.net
- PrintNet Transactional, which is a
revolutionary new product for the transactional,
billing, and financial markets that has been
under development at GMC for the past 2½ years.
This product, which is also known as "PrintNet T,"
is one of the most advanced transactional-document
- PrintNet Output Server
is a highly flexible and configurable
printing framework enabling centralized,
enterprise-wide output and task management.
Also known as "PrintNet OS,"
this product is custom-configured to fit into the
customer?s production environment, so local and
remote tasks can be automated and run from the
central PrintNet OS server, then monitored locally
via Windows or java-enabled browser. This allows
both task management and job management to
be integrated into a single workflow environment.
- AFP Transformer is a new software
solution from GMC that takes in AFP code
and can output documents in many different formats.
DesignMerge for Variable-Data Publishing and
AutoPrice for Catalog Publishing, Etc. Offered By Banta
In its booth at On Demand 2002, Banta Integrated
Media demonstrated its DesignMergeTM
variable-data-publishing system. Available for
both Windows & Macintosh, DesignMerge is
a QuarkXPress® XTensionTM that provides
capabilities. In addition to the features that
you'd expect to find in a mature variable-data-publishing
solution, this easy-to-use software (formerly known as
"Meadows DataMerge") provides advanced
text-handling features that are not found in
some competing products. There is a
"find longest line" feature that
helps the user with the task of specifying the
ideal size and shape for a text box that will
contain variable text to be rendered at a
particular size, using particular tracking and
line-spacing parameters. And there is also
feature that allows the user to define
font-size, tracking, and line-spacing parameters
that the software will use to fit text blocks
of varying lengths into an allocated area. Note that
Banta recently released new output drivers that
allow DesignMerge to generate variable-data
documents in formats that allows particular
types of printers to print faster than they could
with earlier versions of DesignMerge.
Banta also offers an interesting
product called AutoPriceTM,
which is also a QuarkXPress XTension. An
ideal tool for publishing catalogs,
AutoPrice provides sophisticated linking of
QuarkXPress documents to any external
database. As the name implies, AutoPrice is
great for performing pricing updates
on catalogs, retail flyers and similar
publications; but it is also perfect for
updating phone lists, timetables, or
any other type of information that can
be referenced by a "key value,"
such as a product number (SKU).
For more information about these solutions,
PlanetPress Suite Demonstrated By Objectif Lune
Objectif Lune (www.objectiflune.com
demonstrated its PlanetPress Suite of
software applications at On Demand 2002. The PlanetPress software
enables laser printers to be used in
variable-data printing applications with
data from almost any host.
The PlanetPress variable-data-printing solution
is different from most other commercial
variable-data-printing solution in that the data-merge
process is managed in the
printer. (Most variable-data-printing
applications manage the data-merge process
outside of the printer — i.e., on a server or
on a host computer.) For this reason, PlanetPress is an ideal
variable-data-printing solution for environments
where security is of utmost importance. For
example, if you need to print checks, or if you
need to print patient records for a medical
institution, PlanetPress might be right for your
With PlanetPress, as with most other state-of-the-art
variable-data-publishing solutions, you design
variable-data-documents by using a
graphical user interface (GUI). The PlanetPress
GUI software runs on the Windows platform.
PlanetPress can generate many kins of documents — from
simple black-and-white forms populated with data to
full-color personalized documents containing
data-driven charts & graphs.
Several available optional PlanetPress modules
allow PlanetPress-generated documents to be
utilized for different purposes after they are
created. For example, the PlanetPress Watch
module enables output management — including
distributed printing and electronic document delivery.
To learn more about Objectif Lune's PlanetPress
products, contact Citation Software Inc. at
888-260-7316, or visit www.objectiflune.cm.
DocuRight Offered By FirstLogic
demonstrated its DocuRight
variable-data-publishing solution at On Demand 2002.
The DocuRight solution consists of 1) Microsoft
Office add-on software that lets you use the
Windows version of Microsoft Word as a tool
to design templates for variable-data documents,
and 2) a stand-alone Windows application or
Unix application that merges a database with
a template to produce variable-data documents
or IPDS format.
DocuRight's powerful page-layout capabilities
are suited for producing virtually any kind
of variable-data document — from basic
personalized letters to transactional
statements of varying lengths to
graphics-intensive documents in
which graphics & text are positioned and
You can store variable text in Rich Text Format
(RTF); you can split and send print jobs to
multiple printers for efficient load balancing
and printer utilization; and you can
generate data-driven graphics such as
bar charts & pie charts.
To get more details about DocuRight, contact
Citation Software Inc. at 888-260-7316.
DL Formatter Demonstrated By Datalogics
demonstrated its DL Formatter variable-data-publishing
solution at On Demand 2002. DL Formatter is a document-design and
composition solution for producing personalized
documents. DL Formatter runs on Windows computers
and Macintosh computers. It functions as a
plug-in or XTension to Adobe InDesign,
Adobe FrameMaker, or QuarkXPress.
The latest version of DL Formatter, Version 4.1,
brings enriched support
to meet the requirements of a wider range of
digital presses. Version 4.1 generates output
in Creo VPS format, Indigo PPML format,
and PPML/VDX format.
Support for these output formats is important
for Creo, Indigo, and NexPress customers, as it
provides them with the ability to easily
generate variable output in the formats
required to feed their digital printers.
To learn more about DL Formatter, contact
Citation Software Inc. at 888-260-7316, or