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TrendWatch Graphic Arts survey shows creative firms adopting variable-data printing

MARCH 18, 2007 — TrendWatch Graphic Arts (TWGA) has released a specially priced, condensed version of its benchmark Special Report "Variable Data Printing: Finally, the Data Are In!" aimed specifically at creatives like advertising agencies and designers.

The specially priced report is entitled "Variable Data Printing 2005: Creatives," and it is written specifically for creative professionals. In its pages, TWGA provides its most detailed look yet at the adoption and growth of variable-data printing (also called "personalization" or "1:1 marketing" and sometimes known as "VDP") in both the creative space and in the wider commercial-printing marketplace.

The report provides a framework for the data on creative professionals by starting with the larger VDP marketplace of commercial printers and trade shops that are actually producing these applications. This report starts out with a look at who is producing variable data printing, at what levels of sophistication, in what volumes, and how quickly their use (or production) of these applications is growing or declining.

The report then builds on this framework by providing detailed information on creatives' adoption of variable data, including their perception of variable-data printing as a sales opportunity, which creative segments (advertising agencies, graphic designers, corporate designers, commercial photographers) are producing the most VDP jobs, at what levels of sophistication, whether those jobs are growing or declining (and if so, how much), and each market's perceived benefits and barriers to VDP.

  • 38% of creatives say they have produced VDP jobs in the last 12 months.

  • 49% of these (creatives who have produced VDP jobs) have produced full-color, variable-image, variable-text jobs.

  • 43% of creatives see their use of these jobs increasing.

  • 42% of creatives see "increasing response rates" as a top benefit of using VDP; "lowering total print costs" comes in second, at 21%.

Researcher's Comment

Notes Heidi Tolliver-Nigro, TrendWatch Graphic Arts analyst and author of the report,
"For more than a decade after the introduction of toner-based, digital color presses (and the possibility of producing full-color, fully variable and personalized documents), all we could do was guess at the actual adoption levels based on anecdotal evidence and digital press installation figures. Having hard data is long overdue. Now, we have a statistical look at what's actually going on in this marketplace."

Pricing and ordering information

It costs $349.00 US for this report, which consists of 77 pages of text and graphics. To order the report, go to

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